• 산업경영시스템학회지
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• 제40권1호
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• pp.105-113
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• 2017

Network externality can be defined as the effect that one user of a good or service has on the value of that product to other people. When a network externality is present, the value of a product or service is dependent on the number of others using it. There exist asymmetries in network externalities between the online and traditional offline marketing channels. Technological capabilities such as interactivity and real-time communications enable the creation of virtual communities. These user communities generate significant direct as well as indirect network externalities by creating added value through user ratings, reviews and feedback, which contributes to eliminate consumers' concern for buying products without the experience of 'touch and feel'. The offline channel offers much less scope for such community building, and consequently, almost no possibility for the creation of network externality. In this study, we analyze the effect of network externality on the competition between online and conventional offline marketing channels using game theory. To do this, we first set up a two-period game model to represent the competition between online and offline marketing channels under network externalities. Numerical analysis of the Nash equilibrium solutions of the game showed that the pricing strategies of online and offline channels heavily depend not only on the strength of network externality but on the relative efficiency of online channel. When the relative efficiency of online channel is high, the online channel can greatly benefit by the network externality. On the other hand, if the relative efficiency of online channel is low, the online channel may not benefit at all by the network externality.

• 경영과정보연구
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• 제33권2호
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• pp.281-299
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• 2014

소비의 득실에 따라 구매를 결정하는 구매자성향을 고려하여 본 연구는 채널충성도를 설명하기 위해서 거래비용이론의 불확실성을 검토하고 적용하였으며 거래빈도와 신뢰를 통하여 채널과 소비자와의 관계를 입증함으로써 유통채널구조에 대한 폭넓은 이해를 제공하고자 하였다. 채널충성도를 검증함에 있어서 거래비용접근방법(transaction cost approach) 요인을 고려하여 입증하였다. 채널충성도를 설명하기 위해서 거래비용접근방법 요인 중 불확실성을 검토하고 적용하였으며 거래빈도와 신뢰를 통하여 유통채널과 소비자와의 관계를 입증함으로써 유통채널구조에 대한 폭넓은 이해를 제공하고자 하였다. 연구결과를 바탕으로 유통채널상에서 채널관리전략을 수립하는 기업들에게 실무적 시사점을 제공하고자 한다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제14권1호
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• pp.148-167
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• 2020

Today, digital shoppers express increasingly complex buying behavior. They can use multiple channels for shopping and also they can switch from one to another channel almost effortlessly, in the result of engaging in omnichannel shopping behavior. A few years ago, consumers were using brick and mortar stores to make their purchases. However, nowadays, they possess different digital devices (mobile and/or desktop) to search for different alternatives and to make a better shopping choice. These devices (mobile and desktop) are different and offer unique benefits to consumers. However, there has been very little research that has treated mobile and desktop devices separately. Perhaps this study is the pioneer when it comes to investigating the effect of regulatory focus (prevention vs. promotion) and chronotype (morning and evening person) on a sample of university students using desktop and mobile channels for their shopping. The findings from a sample of 312 digital consumers (mobile and/or desktop) confirmed that the desktop channel provides a greater fit for morning-type respondents and that the mobile channel offers better value for evening-type respondents in e-retail. Furthermore, promotion-focused shoppers favor the mobile channel, and prevention-focused shoppers favor the desktop channel. The new insights and contributions of this study provide a better understanding of digital consumers to help sellers to develop a more effective e-retail strategy.

• 한국의류학회지
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• 제26권11호
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• pp.1527-1576
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• 2002

Quick Response based Mass-Customization can be produced and distributed customized goods and services on mass basis in apparel e-business. Because consumers can: t touch and feel the apparel products in e-business, they tend to have the negative buying behavior. The purpose of this study is to investigate the differences of consumer's texture sensibility of apparel products based on marketing channels (on-line/off-line). Two types of questionnaires for on-line and of f-line were used to assess consumer sensibility on apparel fabric. The 8 swatches were selected in regard to the previous literatures. 205 questionnaires for each type (on-line/off-line) were distributed. Statistical devices were t-test, mean and standard deviation with SPSS10.0. The result of this study was showed that there were partially significant differences on consumers' texture sensibility on apparel products between on-line and off-line. Under on-line environment, consumers perceived corduroy as warm, strong, and sandy. taffeta as warm, sandy, and glossy, denim as sandy, and warm, organza as sandy, and thin, satin as sandy, dense, and modern, chiffon as sandy, and flat, velvet as warm, and soft, single jersey as warm, soft, and comfortable. Therefore, apparel firms cooperating based Mass-Customization in e-business have to pay attention to the differences on consumers’ texture sensibility of on-line apparel products from those of off-line.

• Asia Marketing Journal
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• 제16권2호
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• pp.15-38
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• 2014

This paper explores the influence of pursuing goals on customer channel preference in Chinese rural market. With the rapid change in distribution channels and increase in multi-channels, it is necessary to understand the preference for channel choice as well as product choice. This study empirically validated the conceptual framework of the relationship between the pursuing goals and customer channel choice proposed by Balasubramanian, Raghunathan, and Mahajan (2005). Based on the survey data of 232 fertilizer customers in Chinese rural market, this study explores how economic, social, and psychological pursuing goals can impact customer channel preference by mediating variables of product utility and process utility. The results indicate that pursuing goals positively related with product utility and process utility, and product / process utility can mediate the relationship between pursuing goals and customer channel preference positively. Consequently, we can conclude that customers' economic-social-psychological pursuing goals can directly influence customer channel preference via their purchase process utility and product utility. This result also implies that product utility is effective on process utility during consumer's buying decision making, and process utility and product utility are not mutually independent. Therefore, purchase process utility is a "latent driving force" on customer's channel choice decision.

• 패션비즈니스
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• 제7권6호
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• pp.85-91
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• 2003

Quick Response based Mass-Customization can be produced and distributed customized goods and services on mass basis in apparel e-business. Because consumers cannot touch and feel the apparel products in e-business, they tend to have the negative buying behavior. The purposes of this study were to analyze factors of texture image, and to investigate the differences of consumer sensibility on texture image of apparel products based on different marketing channels (on-line/off-line). Two types of questionnaires for on-line and off-line were used to assess consumer sensibility on apparel fabric. The 8 swatches were selected based on the previous literatures. 202 returned questionnaires for each type (on-line/off-line) were analyzed by t-test, mean and standard deviation with SPSS 10.0. The result of this study was showed that there were partially significant differences on consumer sensibility on texture image of apparel products between on-line and off-line. In case of corduroy, consumers perceived more high-class image under on-line than off-line. In case of taffeta, consumers perceived more thin and dense image under off-line (traditional marketing channel) than on-line (e-commerce). In case of denim, consumers perceived more thin and natural image under off-line than online. In case of organza, consumers perceived more natural image under on-line than off-line. In case of satin, consumers perceived more natural image under on-line than off-line. In case of chiffon, consumers perceived denser image under on-line than off-line. In case of velvet, consumers perceived thinner image, higher-class image, and more natural image of texture sensibility under on-line than off-line. In case of single jersey, consumers perceived higher-class image, and denser image of texture under on-line than off-line.

• Asia Marketing Journal
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• 제15권2호
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• pp.29-47
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• 2013

Distribution channel decisions involve long-term commitments with other firms that are very difficult to change or replace. In particular, marketing channel decisions in emerging markets are much more complicated due to unfamiliar conditions and problems such as lack of market data and distribution systems. Therefore, when a company considers changing or introducing a marketing channel in an area, it is much more difficult to judge its effectiveness in an emerging market than in a developed market. In this study, we investigate the development process of a new direct marketing channel of Hongfu Fertilizer Company (hereafter Hongfu), a medium-sized Chinese fertilizer manufacturer, and propose an approach to test the feasibility of this new marketing channel in the Chinese rural market. We measure the effectiveness of Hongfu's new marketing channel from two perspectives: i) from customers' perspective through direct responses of farmers, which showed that a new channel can increase the convenience and lower the purchasing costs for the farmers, and ii) from the company's perspective, by calculating the incremental profit of the company using the expansion factor (T/Q) method, which suggested that the execution of Hongfu's strategy to expand a new marketing channel will result in an increase in profits. The results of this study contribute to the development of a methodology to test the feasibility of a new direct marketing channel in the emerging markets such as the Chinese rural market. Traditional and indirect distribution channels in emerging markets are generally not very efficient and difficult to change. Especially, in emerging markets, like the Chinese rural market, the methods of testing channel feasibility must be different from that of developed markets. Considering market situations, market experiments can be more effective then systematic market surveys in testing channel feasibility in emerging markets. This study implies that managers must learn to cope with a transition from the traditional marketing channels in emerging markets. With the development in farmers' understanding of marketing concept, the transition from traditional marketing channel is unavoidable for all firms. Farmers in China are generally very conservative, however, their buying behaviors are changing. Therefore, fertilizer companies should try to adjust in accordance with farmers' demand characteristics that the efforts to meet the economic needs of farmers with new marketing channels as well as trust building are critical in the near future.

• 마케팅과학연구
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• 제20권2호
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• pp.208-218
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• 2010

互联网快速增长, 已经成为一个重要的零售渠道, 并出现了各种互联网零售商, 又称电子零售商. 一种网上代购店蓬勃发展起来, 吸引了国内市场的消费者. 这是一种独特的电子零售商, 他们从全球购买国内市场尚未进口的名牌产品, 寄给个人购买者, 并收取服务费. 有些消费者喜欢高端独特但无进口资格的品牌, 却因付款问题或国内的寄送问题很难直接从海外零售商处购买. 在韩国, 网上代购店的数量和销售量快速增长-2008年韩国有超过430个活跃商店和5000亿销售额, 需要这种代购服务的消费者数量也在急剧增加. 这种电子零售的概念源于 "代理中介采购" -种存在已久的形式和内容多样化的代购. 通常市场经营者面对的是购买者的代表人而非本人, 由消费者决定的代理购买者影响越来越大. 很多市场营销和心理学领域的学者都研究过代理对消费者购买决定的影响范围. 然而, 在互联网商务方面却没有深入的研究. 此外, 网上代购店作为代理购买者, 将海外品牌或零售商同国内消费者连接起来. 它有一个特点, 代理购买国, 即代购商品所在国的形象对消费者的态度和购买倾向有重要影响, 还会影响消费者在进行信息处理时所感知的风险维度. 然而, 尽管对原产国不同维度的影响已有很多研究, 对网络内容的相关研究却很少. 已有研究证明, 原产国信息作为产品制造情况的线索对消费者的评价有正面影响, 但对这种形式下网络代理购买国的形象和产品评价之间的关系进行的研究却很少. 因此, 作者们发这种具体的零售渠道很值得研究, 重点结构间的系统关系以及各自不同的路径很值得探索. 已有研究证明代购原产国, 也就是代购店购买商品所在地的形象, 不仅对消费者的产品评价(包括态度和购买意向)有正面影响, 还对感知风险的三个维度有负面影响: 产品相关, 行员相关, 以及购买后的风险. 在所有的感知风险中, 由于对产品性能的高度不确定性, 产品相关的风险受负面形象的影响最大(${\beta}$= -.30), 其次是航运相关风险(${\beta}$= -.18)和购买后的风险(${\beta}$= -.15). 对产品态度(${\beta}$= .10)和购买倾向(${\beta}$= .14)也有一定影响. 此外, 经证明, 感知风险的三个维度通过对产品的态度作为中介, 对购买倾向有负面的的影响(${\beta}$= -.57: 产品相关风险${\rightarrow}$ 对产品的态度; ${\beta}$= -.24: 航运相关风险${\rightarrow}$ 对产品的态度; ${\beta}$= -.44: 购买后风险${\rightarrow}$ 对产品的态度). 从更多的分析可以看出, 消费者处理信息的路径会因其对产品知识的等级不同而改变. 新手购买者知识等级较低, 只会考虑感知风险, 而知识等级较高的专家购买者则会考虑到代理购买国的形象和感知风险两个方面, 对产品形成更准确更系统的态度和决定. 这同之前的研究相一致. 本研究提出一些理论和实际的建议. 代理购买国的形象会影响消费者的风险感知和行为结果, 因此应谨慎选择代购国家, 如果这种新型的零售业务快速发展起来, 应控制好消费者的风险, 无论是新手或专家. 另外, 由于消费者各自知识等级不同, 处理信息的路径也不尽相同, 针对不同消费者应形成成熟的市场营销手段. 新手购买者需要风险消减方面的建议, 以帮助他们形成更好的态度, 而专家购买者应选择更好更发达的国家进行代购. 消费者可以使用担保策略来促使在线购物的顺利进行. 本研究没有拘于概括性等限制. 在今后的研究中, 应进一步测试比较有相关结构的不同电子零售商.

• 유통과학연구
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• 제13권9호
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• pp.81-93
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• 2015

Purpose - "Showrooming" refers to the phenomenon where a shopper visits a store to see and compare products but makes the purchase online at a lower price. Surveys on showrooming activities at home and abroad indicate that a significant number of consumers pursue showrooming activities. The advent of "showroomers," who engage in buying activities, hovering both on and offline, while selectively choosing sales channels to suit their needs, is powerful enough to erode the borders between channels and bring about seismic changes in the distribution industry. However, surprisingly, there has been no in-depth discussion on showrooming. This study seeks to theoretically investigate what impact personal characteristics have on showrooming preferences and attitudes in a multi-channel environment. Specifically, assumptions have been made that price perception, perceived performance risk, and trust in online shopping not only have a direct impact on showrooming attitudes but also indirectly affect it through the means of contact motivation. Research design, data, and methodology - To test the hypotheses, this study conducted a survey of male and female shoppers, ages 20 through 40s, who live in metropolitan areas, and have actively showroomed fashion items in the last six months. A clothing item usually purchased after a careful decision-making process was chosen as the target product of the study. The survey was conducted between October and November 2014, using a professional survey service provider. A total of 200 surveys were collected, of which 198 were used for analysis. Conceptual model Structural Equation Modeling (SEM) and Amos 18.0 were employed for data analysis and model verification. In addition, following the confirmatory factor analysis and measurement model analysis, the theoretical model that corresponds to the research model was analyzed. Results - Analysis results show that price perception, perceived performance risk, and trust in online shopping have a statistically significant and positive (+) impact on showrooming attitudes. In addition, in terms of the indirect influence of price perception and perceived performance risk on showrooming attitudes through means of contact motivation, price perception had a statistically significant and positive impact on means of contact motivation, whereas perceived performance risk did not have a statistically significant impact on it, with the relevant hypothesis rejected. Conclusions - These analysis results imply that the ultimate goal of consumers is to maximize their shopping benefits by selectively and strategically taking advantage of different channels in a complementary manner. This study presents many implications for distributors to encourage a deep understanding of showrooming consumers who have complicated consumption behaviors and to build channel integration strategies. This study has limitations in theoretical and practical implications. Therefore, subsequent studies need to focus on verifying that showrooming activities are based on reasonable and planned decisions by applying the theory of reasoned or planned behavior. In addition, the scope of the study should expand to include web showrooming, where consumers conduct product research online and purchase offline.

• Asia pacific journal of information systems
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• 제16권3호
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• pp.67-93
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• 2006

Some consumers prefer online and others prefer offline. What makes them prefer online or offline? There has been a lack of theoretical development to adequately explain consumers' channel switching behavior between traditional physical stores and new virtual stores. Through consumers' purchase decision processes, this study examined the reasons why consumers changed channels depending on purchase process stages. Consumer's purchase decision process could be divided into three stages: pre-purchase stage, purchase stage, and post-purchase stage. We used the intention of channel selection as a surrogate dependent variable of channel selection. And some constructs, that is, channel function, channel benefits, customer relationship benefits, and perceived behavioral control, were selected as independent variables. In buying look-and-feel products, it was identified that consumers preferred virtual stores to physical stores at pre-purchase stage. To put it concretely, all constructs except channel benefits were more influenced to consumers at virtual stores. This result implied that information searching function, which is a main function at pre-purchase stage, was better supported by virtual stores than physical stores. In purchase stage, consumers preferred physical stores to virtual stores. Specially, all constructs influenced much more to consumers at physical stores. This result implied that although escrow service and trusted third parties were introduced, consumers felt that financial risk, performance risk, social risk, etc. still remained highly online. Finally, consumers did not prefer any channel at post-purchase stage. But three independent variables, i.e. channel function, channel benefits, and customer relationship benefits, were significantly preferred at physical stores rather than virtual stores at post-purchase stage. So we concluded that physical stores were a little more preferred to virtual stores at post-purchase stage. Through this study, it was identified that most consumers might switch channels according to purchase process stages. So, first of all, sales representatives should decide that what benefits should be given them through virtual stores at the pre-purchase stage and through physical stores at the purchase and post-purchase stages, and then devise collaborative channel strategies.