• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2015.05a
• /
• pp.423-425
• /
• 2015

최근 대형 마트 및 백화점에서는 옴니채널 형식의 유통전략이 급부상하고 있으나, 소상공인 및 전통시장은 고비용의 옴니채널 형식을 도입하기가 어렵다. 이를 해결하고자 소자본으로 구축 가능한 니즈 분석을 활용한 모바일 플랫폼이 고안되었으나, 단순히 사용자의 행동 및 후기를 활용한 니즈분석은 개인만의 선호도 분석으로서 타인의 선호도를 알 수 없다는 문제점이 있다. 본 논문에서는 앞서 언급한 내 외부 소셜 네트워크 서비스를 활용하여 타인의 상품 선호도 또한 분석하고 결합하여 보다 효과적으로 상품 선호도 분석을 하였으며 사용자 지정 선호도 분석을 지원한다.

• Knowledge Management Research
• /
• v.23 no.1
• /
• pp.69-88
• /
• 2022

Omni-channel enables businesses to provide a seamless customer experience by organically integrating data from multiple channels. Customers have increasingly used mobile applications to place orders and make payments in offline stores. In such context, this study investigated the effects of customer experiences on brand loyalty via offline and mobile channels. Additionally, it examined the role of habit in establishing brand loyalty in a daily service environment. This study confirmed the importance of functional, human, and mechanical cues on perceived value in the offline channel. Additionally, differences in the influence of customer experiences via offline and mobile channels on brand loyalty were examined at based on the age and gender. The research model was empirically validated using survey data collected from 365 customers who visit coffee chains via mobile applications. The analysis results found that both perceived value of offline stores and loyalty to mobile applications have a significant effect on brand loyalty. Habit plays another critical role in enhancing brand loyalty. The findings of this study help service providers better understanding of the formation mechanism of brand loyalty in the context of omni channel and will be able to develop more effective marketing and operations strategies.

• The Journal of the Korea Contents Association
• /
• v.22 no.5
• /
• pp.247-260
• /
• 2022

This paper investigates plans to expand distribution channels for books by installing a book vending machine at convenience stories for the vitalization of the publishing culture and industry. After establishing the meaning of convenience stories and the concept of a book vending machine, the researcher identified a need for the installation and management of a book vending machine at convenience stories. This plan will promote fairness and transparency in book sales through the convenience store system and push forward outsourcing between the publishing industry and the convenience store industry, the expansion of omnichannel service for consumers, and experiential values for clients to increase their customer satisfaction. The composition of the book vending machine will take the smart library form for its management with a universal design applied to a kiosk program. In the study, the researcher schematized this process and conducted a survey with 310 adults to search for practical management plans for a book vending machine. In the future, more research on the diversification of sales and distribution channels for publications such as the installation of a book vending machine at convenience stores will hopefully contribute to the growing amount of reading per capita and promotion of a reading environment for people according to the vitalization of the publishing culture and industry.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.40 no.6
• /
• pp.1045-1061
• /
• 2016

This study clarifies differences in attitudes toward the Omni-Channel service (Pintech service, Beacon service, and Click and Collect service) and fashion consumption behavior among four clusters grouped by level of technology readiness. An online survey was conducted; 572 individuals between 20 and 30 years of age were collected, but only 539 were used. Factor analysis, cluster analysis, descriptive statistics, ANOVA, and frequency analysis were adopted to analyze data using SPSS 20.0. The results are as follows. Technology readiness was divided into four factors: optimism, innovativeness, discomfort, and insecurity. Participants were divided into four groups according to four sub-factors of technology readiness: brave adopters, optimistic laggards, indifferent adopters, and critical adopters. These groups showed significant differences in attitudes toward the Omni-Channel service and fashion consumption behavior. Critical adopters and brave adopters recognized the value of the Omni-Channel service and had more positive attitudes toward it than other groups. Critical adopters also better perceived the risk of service with new technology that showed higher fashion innovativeness and monthly consumption of fashion products than other groups. We inferred that the indifferent adopters did not use the Omni-Channel service or services offered by fashion retailers as much as other groups because indifferent adopters were less interested in both the Omni-Channel service and fashion consumption behavior than other groups. Optimistic laggards viewed the Omni-Channel service optimistically, despite perceptions of high risks to accompanying it and a low intent to use it. The results of this study assisted in the formation of a theoretical framework of consumer behavior associated with the Omni-Channel, which is an emerging issue in research related to distribution. The results can help fashion industries that operate consumer-oriented marketing based on Omni-Channel strategies.

• Journal of Venture Innovation
• /
• v.6 no.4
• /
• pp.23-40
• /
• 2023

This study examines the customer value factors affecting the intention to continue using the mobile app of department stores, which are traditional offline retailers, in the retail industry that is rapidly digitalizing and becoming mobile. This study clarifies multidimensional customer value in three dimensions; functional, convenience, and social. Functional value refers to the integrated channel, and consistent customer experience provided between channels in the omnichannel retail environment, while convenience value is the convenience of saving time and effort save while customers use a mobile app. Social value refers to the improvement of social approval or social self-concept occurring due to the use of products or services related to green marketing within the mobile app of the department store. The influence of each on the dependent variable, the mobile app's continuous use intention, was analyzed by using the three dimensions of customer value as independent variables. Data was collected from customers who have a history of using the mobile app of Shinsegae Department Store in Korea, and a confirmatory analysis was conducted using Smart PLS 4.0. The analysis results showed that all three dimensions of customer value; functional value, convenience value, and social value, had a positive (+) influence on customers' intention to continue using the mobile app, and the influence of functional value had the greatest impact. As functional value appears to be the most important influencing factor due to the omnichannel retail trend by advancement of technology, it suggests that it is important for department stores, and offline retailers, to provide integrated channels. This provides insights into the direction of customer-centered strategy formulation for activating department store mobile apps and suggests basic analytical data for customized services and marketing activities that department stores can effectively meet the changing expectations and demands of customers through new mobile channels rather than existing offline channels.

• Journal of Information Technology Services
• /
• v.21 no.5
• /
• pp.29-49
• /
• 2022

Consumers are now no longer satisfied with using a single channel to shop and then desire a smooth and consistent purchasing experience across channels. By integrating different channels and services, an omni-channel strategy allows consumers to choose their preferred channel to complete their shopping tasks. Therefore, large retailers in China have recently been transforming into omni-channel retail formats to secure their competitive advantage. To better implement this strategy and optimize its effectiveness, it is important to understand how consumers respond to the quality of channel integration. Based on social exchange theory (SET), the main purposes of this study are to explore the impact of channel integration quality on consumer engagement in the Chinese omni-channel retailing environment and to further examine whether there is a moderating effect of consumer empowerment on this relationship. To test this research model, we collected data from 330 respondents by conducting an online questionnaire in China. The results indicated that the two dimensions of channel integration (breadth of channel-service choice and transparency of channel-service configuration) positively affected two dimensions of customer engagement (conscious attention and enthusiastic participation), respectively. The findings also show that consumer empowerment only positively moderates the relationship between breadth of channel service choice and conscious attention, whereas it negatively moderates the relationship between transparency of channel-service configuration and conscious attention/enthusiastic participation. Given these results, this study deepens our understanding of the impact of the quality of channel integration on customer engagement in the context of omni-channel retailing in China and sheds light on how retailers can attract consumers with different levels of empowerment.

• Human Ecology Research
• /
• v.54 no.4
• /
• pp.405-414
• /
• 2016

The rapid change of consumer expectations in shopping environments has required retailers to actively adopt omni-channel services, however, limited research exists on the topic. We identify the effect of consumer's utilitarian shopping value on expectations for omni-channel services. An online survey was conducted on 176 subjects who had experience using omni-channel services. We employed Unified Theory of Acceptance and Use of Technology (UTAUT) as our theoretical model to explore the mechanisms of consumers' acceptance of omni-channel services in fashion. We used SPSS ver. 22.0 and AMOS ver. 22.0 programs to analyze data. The results indicate that utilitarian shopping value has a positive effect on performance expectancy, effort expectancy, and social influence for omni-channel services. Performance expectancy for omni-channel services also has a positive effect on the purchase intentions of fashion products. Effort expectancy for omni-channel services also positively increases the purchase intentions of fashion products. Last, the social effect of omni-channel services has a significant positive effect on purchase intention. All the hypotheses were supported. The research findings can provide the fashion distribution industry with useful basic data to understand the needs of consumers who use multi-channels when establishing a new channel or marketing strategy.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
• /
• 2016.10a
• /
• pp.850-851
• /
• 2016

온라인 쇼핑 시장은 모바일기기의 확산과 함께 지속적으로 성장하고 있는 가운데, 소비자는 구매과정에서 온 오프라인 구분 없이 쇼핑하는 옴니쇼퍼로 진화하고 있다. 옴니쇼퍼와 같은 비정형적 소비 패턴에 대응하기 위해서는 고객의 소비행동과 습관 등을 파악한 맞춤형 서비스 제공이 필요하다. 이에 본 논문에서는 고객의 체험적 경험을 극대화 할 수 있는 오프라인 환경에서 제품의 착용 모습을 확인하고 제품 간의 비교화면을 제공하여 제품의 구매의사를 높일 수 있는 스마트 피팅 시스템을 제안하였다.

• Information Systems Review
• /
• v.26 no.1
• /
• pp.385-407
• /
• 2024

This study explains consumers' showrooming which refers to the activities of visiting offline stores to check products in person and obtaining information offline and online via mobile devices before making the final decision to buy. More specifically, this study verifies key determinants of showrooming based on two dimensions of the mobile technology and user characteristics. Furthermore, the study examines the relationship of showrooming and purchase intentions and the moderating effect of perceived risks on the relationship. The key findings are as follows: firstly, service connectivity and time convenience of the mobile technology characteristics are positively related to showroming. Secondly, as the user characteristics, need for touch and personal innovativeness increase showrooming while impulsiveness does not. Thirdly, showrooming contributes to the increase of purchase intentions. Finally, moderating effect of perceived risks has turned out to be insignificant. This study has implications by providing the understanding of key determinants of showrooming and further proving the positive relationship of showrooming and purchase intentions.

• The Journal of Society for e-Business Studies
• /
• v.26 no.4
• /
• pp.81-93
• /
• 2021

Through processors, wholesale markets, intermediate sellers, and retailers, agricultural products have been distributed in a multi-level customary manner for a long time as they are easy to deteriorate and no not have a standardized system of size and quality. However, with the advancement of Internet networks and logistic services during the 2000s that facilitated the development of offline markets, and the rise of the non-contact purchase preference in direct response to COVID-19, previous offline consumers flowed into the online market to purchase agricultural goods. In other words, the volume of online agricultural transactions exploded since the pandemic. Against this social backdrop, this study focused on the difference in distribution costs as a result of converting from conventional offline distribution channels to online channels, and analyzed the reduced distribution costs through a case study of garlic sales on the online platform "H" shopping mall. The analysis found that considerable economic effects occurred, some of the effects being an approximate 39% decrease in distribution cost when comparing direct online transactions of the online shopping mall with other more traditional means, a reduced distribution cost rate of approximately 28%p, and increased profit for farmers.