• 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.

• 한국진공학회지
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• 제19권6호
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• pp.442-452
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• 2010

본 연구의 목적은 나노기술에 대한 일반인의 인식과 참여를 제고하기 위해 '소비자 모니터링'이라는 대중참여모델을 고안하고 그 실행결과를 검토하는데 있다. 모니터 요원은 서울과 부산 지역에 거주하는 30~40대 여성 22명이었다. 이들은 모두 대학 시절 이공계를 전공했기 때문에 과학기술에 대한 일반 지식을 갖추고 있었다. 모니터 대상은 일상생활에 사용되는 나노제품 167개였고, 모니터 기간은 약 1개월이었다. 주요 결과는 다음과 같다. 제품에 '나노'라는 용어의 정의와 나노물질의 크기를 적시한 수는 2개(1.2%)였다. 제품에 적용된 나노기술의 내용을 충분히 설명한 수는 15개(9/0%)였다. 제품의 기능이 향상된 이유를 충분히 설명한 수는 14개(8.4%)였으며, 과장이나 잘못된 지식이 표현됐다고 의심되는 수는 27개(16.2%)였다. 또한 인체와 환경에 대한 위해 가능성이 의심되는 수가 88개(52.7%)였으며, 안전성과 관련한 설명을 명시해야 한다고 지적된 수는 84개(50.3%)였다. 모니터 요원들은 이번 경험을 토대로, 정부가 나노제품의 안전성을 입증해주는 인증제도를 조속히 도입할 것을 촉구했으며, 기업이 나노제품의 설명서에 상세하고 신뢰감 있는 내용을 담을 것을 요구했다.