• 경영과정보연구
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• 제35권3호
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• pp.213-230
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• 2016

O2O(Online-to-Offline) 환경에서 기업은 온라인을 통해 고객을 유치하고 결제를 유도한 후 제품을 수령할 때에는 다시 오프라인으로 전환시키는 마케팅방식을 취함으로써 온라인과 오프라인 두 개 채널의 통합을 통한 시너지 효과를 창출하고자 한다. 이처럼 온라인과 오프라인이 공존하는 O2O 환경에서는 공급자가 제공하는 제품 및 서비스의 품질에 대한 소비자의 인지가 기존 온라인이나 오프라인 환경과는 다를 수밖에 없다. 이에 본 연구는 O2O 환경에서의 서비스 품질모델(service quality model)을 개발하고자 한다. 구체적으로 O2O는 오프라인, 온라인, 모바일 상거래가 통합된 환경인만큼 기존연구에서의 오프라인 서비스품질, 온라인 서비스품질, 모바일 서비스품질의 공통적인 서비스품질 요인을 통합하여 1차적인 O2O 서비스품질 모형을 제시한다. 다음으로 O2O 상거래를 이용하여 구매한 경험이 있는 고객을 대상으로 FGI(Focus Group Interview)를 실시하였다. 이는 1차 통합모형에서 제시된 O2O 서비스품질 요인 중 가장 중요하게 인지되는 서비스품질 요인을 규명하고, 또한 O2O만의 고유한 서비스품질 특성을 탐색하고자 하는 과정으로 1차 통합모형과 FGI를 통해 O2O 서비스 품질모델을 제시한다.

• Asia pacific journal of information systems
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• 제15권3호
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• pp.1-7
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• 2005

This paper examines strategic competition model between offline and online retailers and draws strategic implications. Research on the price competition between conventional offline retailers and online retailers has been done through empirical approaches, however, the results are conflicting. This paper reconciles the existing conflicting empirical findings on price levels between offline and online retailers through theoretical approach. This paper analyzes how the internet market has effect on equilibrium prices of both offline and online retailers and discusses the possible reasons why there exist price differences between offline and online retailers in business to consumer electronic commerce.

• 한국의류산업학회지
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• 제22권3호
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• pp.323-334
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• 2020

This study analyzed the effects of consumers' characteristic variables on information search and purchase decisions in a decision-making process that validated the path model in purchasing apparel products. In constructing a structural equation model using AMOS 19.0., the variables including enjoyment pursuit, price pursuit, product involvement and product risk were selected as consumers' characteristic variables affecting the stage of information search. A questionnaire was distributed to consumers over 20 years old who purchased apparel products using offline and online channels within one year; consequently, we were able to analyze 468 effective data. The results were as follows. First, the path model of this research proved to be the appropriate model explaining the effects of consumers' characteristic variables on the stage of purchase decision-making. Second, enjoyment pursuit had a significant positive influence on offline information search; in addition, price pursuit and product risk affected the online information search significantly. Product involvement affected online information search as well as offline information search. Third, the offline information search affected offline purchase and online information search affected online purchase. However, consumer's channel switching behavior between the stage of information search and the stage of purchase decision was not proven. The findings suggest that companies need to develop distribution strategies according to consumers' characteristic factors that effect consumer's purchase decision-making.

• 산업경영시스템학회지
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• 제39권3호
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• pp.47-55
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• 2016

The proliferation of the Internet and related technologies has led to a new form of distribution channels, namely online retailers. The conventional offline and the new online retailers have different transaction costs perceived by the consumers in the following perspectives: the accessibility to the product information, the traffic cost and the opportunity cost for the time to visit the store, the delivery time and the possibility of 'touch and feel' to test the quality of the product. In particular, the online retailers have lower distribution cost structure in that they do not have physical stores, which results in lower selling price. Thus they continuously offer price competition against offline retailers using the lower selling cost as competitive weapon. Moreover the emergence of the social commerce is likely to intensify the competition between the online and offline retailers. To survive in this fierce competition, the offline retailers are trying to defend their business interests by sticking to offline transaction in anticipation of increased customer loyalty, customer's preference for 'touch and feel' style shopping, and others. Despite of these efforts, customers who touch and feel a product in an offline store but purchase the product through an online retailer are increasing. To protect such customers, recently, some of the offline retailers began to provide the mobile discount service (MDS) which enables the offline customers to purchase a product at a discounted price through the mobile applications. In business competitions, the price discount strategy is usually considered to secure more market share at the cost of lower profit. In this study, however, we analyze the effect of MDS as a weapon for securing more profit. To do this, we set up a game model between the online and offline retailers which incorporates the effect of the MDS. By numerically analyzing the Nash equilibrium of the game, some managerial implications for using the MDS for more profit are discussed.

• 공학교육연구
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• 제25권1호
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• pp.12-21
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• 2022

The College of engineering's capstone design is student-team-centred learning based on project-based learning and is one of the most important courses for students aiming to be competent professional engineers capable of solving real industrial problems. Therefore, in order to resolve the capstone problems, various face-to-face contacts such as frequent industrial site visits, multiple meetings with diverse people including team members, and repeated contacts with course-supervising and team-advising professors are prerequisite processes. However, according to the transition to fully online education due to the global pandemic of COVID-19, capstone design courses for 2020 and 2021 were also conducted online. Based on the modified students' evaluations of educational quality (SEEQ) with 3 perspectives such as curriculum, teaching-staff and students themselves, this study compares their evaluations of offline capstone designs from 2013 to 2019 and online capstone designs in 2020 and 2021 in the context of COVID-19. In 3 perspectives, the difference in students' evaluation of the online capstone between the beginning and the end of the course shows a positive effect, which is better than the offline capstone. Also, in various dimensions for each perspective, the online capstone shows a better evaluation than the offline capstone. These findings suggest that the online capstone design curriculum can be expected to have educational effects as well as students' satisfaction with the online curriculum in the future.

• 복식문화연구
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• 제21권1호
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• pp.42-56
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• 2013

Nowadays the advantages of multichannel retailing strategy in fashion business have been widely discussed, but empirical research on fashion retail has been limited. The purpose of this research is to provide some ideas on multichannel retailing strategy to fashion retailers through the case of UNIQLO. The online survey was conducted on each 100 female customers in their 20s, 30s, 40s living in seoul among UNIQLO customers. The survey was consisted of measurement items for UNIQLO's online store image and offline store image, customer satisfaction, purchase intention, and demographic attributes. The online survey was found that 30.3% of UNIQLO's multichannel customers bought a product from offline store using online shopping mall as a search channel, on the other hand, 20.7% of UNIQLO's multichannel customers bought a product from online store using offline store as a search channel. Factors of the online shopping mall image were consisted of shopping convenience, product information, price policy, trust. And factors of the offline store image were consisted of trust and store, product information, service. Some factors of online store and offline store image had impact on multichannel customer satisfaction. And, customer satisfaction also had impact on purchase intention of UNIQLO product. Some suggestion for the future of multichannel research in fashion retailing was given.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2015년도 춘계학술대회
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• pp.455-456
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• 2015

O2O(Online-to-Offline) 환경에서 기업은 온라인을 통해 고객을 유치하고 결제를 유도한 후 제품을 수령할 때에는 다시 오프라인으로 유도하는 마케팅방식을 취함으로써 온라인과 오프라인이라는 두 개의 채널을 통합하여 시너지 효과를 창출하고자 한다. 이러한 온라인과 오프라인이 공존하는 O2O 환경에서는 공급자가 제공하는 제품 및 서비스의 품질에 대한 소비자의 인지가 기존 온라인이나 오프라인 환경과는 다를 수밖에 없다. 이에 본 연구에서는 O2O 환경에서 소비를 경험한 고객을 대상으로 설문조사를 실시하여 O2O 환경 구매를 통해 인지한 서비스 품질요인이 소비자의 공급자에 대한 신뢰 및 태도에 미치는 영향효과를 검증하고자 한다.

• International Journal of Internet, Broadcasting and Communication
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• 제13권2호
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• pp.127-135
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• 2021

The goal of this study was to explore the use of multiple SNS platforms and determine whether the number of used platforms affects one's online self-presentations across the said platforms and if there is any difference in one's online and offline self-presentations based on how many SNS platforms are used. This work studied online self-presentations, compared the on/offline ones and tried to find out if the inconsistencies of one's own (observer's) self-presentations both online (across platforms) and on/offline affected the observer's impression formation (likability, trustworthiness and hypocrisy) of others. The study also aimed to find out if the impression of the others' inconsistency both online and offline would differ based on the level of intimacy between the observer and the discussant. Three levels of intimacy were studied in order to do this: friends, acquaintances and strangers (online-only friends). The results showed that the more platforms people used the more inconsistent their online self-presentations got. Even though the results of the study showed barely significant relationship between the number of SNS accounts and one's online and offline self-presentation, and partial connection between observer's inconsistent self-presentations and impression formation of others, interestingly enough, the results managed to find significant differences between the impressions based on the level of intimacy between the observer and the discussants.

• International Journal of Advanced Culture Technology
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• 제9권1호
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• pp.162-167
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• 2021

The aim of this paper is to analyze the development of effective online Problem-Based Learning (PBL) and Project-Based Learning (PjBL). The collaborative PBL/PjBL become one of the hot issues with the rapid growth of online learning in the era of COVID-19. Educators try to get innovative to continue instruction without sacrificing student engagement, thus adopting an instructional model of PBL/PjBL. The PBL process involves clarifying terms, defining complex problems, brainstorming, structuring and hypothesis while PjBL includes project-planning, implementation, communicating the results of a project in a presentation and evaluations with immediate individually tailored feedback within a predetermined period. Despite the differences between online and offline learning, the benefits of learning online or offline are practically the same if enough bidirectional interactions between instructors and students are possible. We argue that online qualifications are just the same as those of offline ones in PBL/PjBL models, therefore, the standards of online/offline learning are identical since education is a two-way communication.

• 경영과학
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• 제33권4호
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• pp.77-89
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• 2016

Due to recent proliferation of the mobile shopping channels, customers increasingly tend to purchase using online channel while experiencing physical products in offline shops. This phenomenon requires traditional offline retailers to consider integrating online channels. In this study, we propose strategic options for the traditional offline retailers regarding the online channel integration, and provide corresponding decision models to maximize the expected profits. We also investigate how the strategic options vary with the product characteristics, by categorizing the products based on inventory cost, demand uncertainty, and fitness to the online channels. By analyzing numerical examples we illustrate how the best online channel integration strategy should be differentiated depending on the product categories.