• Journal of Digital Convergence
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• v.11 no.2
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• pp.115-125
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• 2013

Unexpected consumer dissatisfaction emerges through rapid growth and expansion of on-line shopping channel. This research focused on the fashion online retail channels' negative aspect caused by service failure which possibly disappointed consumers. We also tried to seek for appropriate service recovery types based on frequently offered recovery types on-line. Data from college students were analyzed. Results indicate that fitting problem, insufficient information, product defect, inventory problem and slow delivery were the main service failure types in apparel e-shopping. Regression analysis identified that among these types, insufficient information, product defect, and slow delivery had significant influence on channel satisfaction after post recovery effort. Results also confirmed significant relationships between channel satisfaction and channel switching. Consumers perceived benefit level causes overall channel satisfaction level to rise while perceived risk leads to lower level of channel satisfaction. Choosing desirable service recovery activities in each service failure situations is necessary in order to raise consumer's channel satisfaction in online apparel shopping.

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

• Information Systems Review
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• v.21 no.1
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• pp.61-90
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• 2019

From the digital perspective, customer journey and customer experience management are emerging as important issues for companies. While digital customer experience has become more important due to the recent surge in online sales of the home appliance products, customers' experience in online is not differentiated as offline-focused traditional methods are maintained. This study aims to analyze the characteristics and mutual influences of customer experiences at each stage of online purchase journey, and to explore the effects on the product repurchase intention, focusing on online purchasers of home appliance which are high-involvement products. As a result, both cognitive and affective experiences of the research phase directly affect satisfaction, whereas affective experience at the purchasing stage indicated indirect effects through cognitive experience. The experience of the research phase positively affects the next phase, the purchasing experience, and the experience of the purchasing phase leads to the intention to repurchase the product. However, it is also found that, depending on the choice of online channels, the experience of research phase may affect the product repurchase intention than the purchase experience.

• Journal of Distribution Research
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• v.12 no.2
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• pp.23-49
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• 2007

Recently, mobile marketing is becoming one of the major topics of interest to the marketing discipline. Emerging from rapid developments in mobile technology, it has created opportunities for new and innovative mobile services. Also, it is enabling to conduct always-on connections that consumers can interact anytime and anywhere. Especially, mobile devices place themselves to the core means of mobile-commerce which to execute a function as a distribution channel in mobile environments. Although the adoption researches about innovative services or technologies had executed in marketing areas over the past decades, most researches just expanded or modified existing theories and explanation models. There has been little study on the comprehensive and systematic review of adoption process. Therefore, it deserves to be considered prior usage experiences of the existing channels(CL) and attractiveness of the new channel(CLalt) based on social exchange theory. In order to address this void, this study unifies components of perceived attributes in the each dimensions (ie. benefit, cost, and risk dimensions) and explores prior usage experiences of the existing channels on adoption intention in electronic financial service channels through developing comprehensive model and employing empirical test for the hierarchy of effects model. Based on these empirical results, this study suggests managerial implications for new channel management in electronic financial service areas by focusing on the prior usage experiences of the existing objects on adoption intention and perceived attributes of ubiquitous-based mobile service channel.

• Journal of the Korean Society of Propulsion Engineers
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• v.22 no.2
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• pp.87-95
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• 2018

The pressure loss in a cooling channel was investigated by conducting a numerical analysis, which was performed with a different channel angle in the axial direction, velocity of flow, and diameter of channels. The pressure loss did not change much with respect to the different channel angle. However, the pressure loss tended to decrease if the diameter of the channel increased and the velocity of the flow decreased. The results were quantified by a nondimensional method and compared to an existing experimental equation to validate them. The data obtained by this study would be helpful in the design process of a cooling channel considering the pressure loss.

• Journal of Digital Convergence
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• v.14 no.7
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• pp.403-409
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• 2016

This study is a food shopping experience of omni-channel. Food threats and healthy living concerns bring different channels in led to increase reasonable way such as various demand. Omni-channels should be premised on understanding customer behavior as well as empirical user types in which considerations including the value of experience and understanding consumer behavior. Online survey result showed that, (1)offline food shopping, major retail store with quality, buy fresh food directly 2~3 times a month (2)online food shopping, e-commerce site with costs, buy fruits & nuts 2~3 times a month. After in-depth interview with eight high quality participants, I analyzed needs for food shopping experience in regard to the four steps food purchasing journey then derived a persona with integral value 'health' and 'diet'. It is classified into two types. One is the primary persona, family and health oriented, considering household money 'saving', and other is secondary persona, work and personal oriented, looking forward to 'automatic supply'. The result of this study provided an insight that help us explore ways to resolve function and services in the context of a healthy and balanced diet for improving food shopping experience of omni-channel.

• Journal of Distribution Research
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• v.12 no.3
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• pp.69-90
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• 2007

This study is set out to investigate the factors that influence customers' behavior of choice and switching between online and offline channels, separating the purchase decision into two stages, i.e., information search and purchase. Factors influencing channel choice are found to differ from stage to stage. The main results of this study are as follows. At the information search stage, customers' channel knowledge had impacts on the choice of the channel. Customers are more likely to visit offline bookstores when they have hedonic shopping orientation and higher involvement level with books. On the contrary, customers are more apt to search online when they have a lot of online shopping experiences. At the purchase stage, the results varied according to the search channel. When customers search for information online, the following variables lead to online purchases: online shopping experiences with books, price-focused shopping orientation, and time availability for shopping. Perceived risk made customers purchase offline even though they searched online. In case of offline searching, customers with more convenience-focused, hedonic-focused shopping orientation and less tim availability purchased offline.

• Management & Information Systems Review
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• v.38 no.3
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• pp.211-225
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• 2019

In recent years, consumers emphasize the various sensory experiences in the process of shopping rather than the practical value of shopping results. In order to satisfy consumers' diverse needs, retailers transform their offline stores into experiential spaces to encourage consumers to experience diverse and enjoyable experiences. This study divided the sub-factors of customer experience into hedonic experiences, functional experiences, and social interaction experiences, and investigated the effect of sub - factors of customer experience on consumers' enjoyment and intention to stay in off-line store. In addition, it is assumed that there will be a difference in the influence of three levels of customer experience on enjoyment according to the consumer's self-construal levels. As a result of this study, all of the hypotheses were supported except hypothesis 1 that the customer's hedonic experience has a positive effect on pleasure. In addition, as a result of verifying the moderating effect of self-construal levels, the self-construal level of consumers has no significant effect on the path of hedonic experiences on pleasure, but significant moderating effects of self-construal levels were identified in the pathways of functional and social interactive experiences on pleasure. The results of this study will be helpful in identifying and utilizing differentiated experience marketing strategies in the off-line stores that only offline channels can have in the fierce competition due to the diversification of distribution channels.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.251-256
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• 2008

가상 채널을 통한 IPTV 인터렉션 디자인 -멀티미디어 컨텐트 소비를 중심으로 정해진 방송시간에 따라 일 방향적으로 프로그램 매제를 제공하던 TV 는 바야흐로 혁명의 시대를 맞고 있다. 이에 따라 사용자는 오랜 시간 기존의 TV 에서의 사용자 경험을 유지한 채, IPTV 라는 새로운 방식의 시스템을 경험하게 된다. 따라서 기존의 TV 사용자들도 이러한 새로운 형태의 TV를 거부감 없이 적극적으로 사용할 수 있도록 하기 위하여 사용자 중심의 인터렉션에 대한 연구와 인터페이스 개발의 필요성이 높아지고 있다. 본 연구에서는 현재 국내에 상용화된 IPTV 의 서비스들 중에서 주식, 쇼핑, 교통 등과 같은 양방향 서비스를 제외한 실시간 방송과 기존의 VOD 컨텐츠들을 포함한 멀티미디어 컨텐츠 소비에 대한 인터렉션 방법을 연구 범위로 정하였다. 본 연구를 위하여, 기존의 IPTV VOD 컨텐트의 소비 방식에 대해 다양한 사용자 리서치를 실시하였다. 그 결과 피 실험자들은 기존의 TV 에서 경험했던 것과 같이 단순하고 심플한 조작 방식으로 원하는 task 를 수행하여 각 목적에 맞는 결과를 얻는 것을 기대 한다는 것을 알 수 있었다. 그러나 실제 이 과정에서 피실험자들은 인터렉션 상의 여러 가지 문제점을 겪었는데, 특히 VOD 소비 방법의 accessibility 부분에서 해결해야 할 사용자 경험 요소들을 많음을 알 수 있었다. 따라서 본 연구를 통하여 현재 국내에 상용화된 IPTV 의 VOD 컨텐츠 소비 방식과 실시간 방송 컨텐츠를 소비함에 있어서 사용자가 만족하지 못하는 경험적 요소들을 집중적으로 연구하여, 기존의 TV 사용자가 더욱 적극적으로 멀티미디어 컨텐츠를 소비할 수 있는 방안으로 새로운 개념의 가상채널 인터렉션 방법을 제안하고자 한다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2011.11a
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• pp.318-320
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• 2011

본 논문은 다중경로 페이딩 채널에서 폐루프 MIMO-OFDM 시스템을 구현할 때 효율적인 피드백 정보를 제공하기 위한 채널 품질 지시자(Channel Quality Indicator, CQI)를 결정하는 방법에 관한 것이다. 다중경로 페이딩에서 OFDM심볼의 부반송파들이 주파수영역에서 서로 다른 채널이득을 경험할 수 있고 여러 채널행렬 중에서 어느 채널행렬에 기반해서 채널 상태를 반영하는 채널대표값을 계산해야 하는지 분명하지 않다. 따라서 수신측에서 송신측으로 피드백하기 위해서 하나의 CQI정보를 생성하는데 필요한 채널 대표값이 필요하다. 채널 대표값을 구할 때 쉽게 생각 할 수 있는 방법인 기준신호의 평균 채널행렬을 이용하는 경우에는 채널상태를 정확히 반영하지 못하고 기준신호의 MMSE검출 후 SNR을 검출하는 방식은 채널상태를 정확히 반영해서 성능을 향상시키지만 많은 연산량을 필요로 한다. 이러한 문제를 해결하기 위해 허미시안 연산된 값을 채널 행렬 평균화해서 채널상태를 정확하게 반영하고 연산량을 줄이는 것에 중점을 두고 있다.