• 유통과학연구
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• 제20권3호
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• pp.95-106
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• 2022

Purpose: This study aims to verify the effects of omnichannel characteristics on pleasure, resistance and repurchase intention in the omnichannel situation in order to provide the innovative commercial business. Research design, data and methodology: The study examined relations between research concepts centered on previous studies, set hypotheses, developed a research model, and verified the model through a questionnaire survey. A total of 297 questionnaires were used for the final analysis, excluding the questionnaires showing insincere or outliers. Results: First, Omnichannel showed multi-dimensional characteristics consisting of consistency, innovation, economy, and integration. Second, innovation and economic feasibility had a positive effect on pleasure. Third, only economic feasibility had a negative effect on user resistance. Fourth, consumers' shopping pleasure had a negative effect on user resistance. Fifth, repurchase intention of consumers was positively affected by innovation. Conclusions: This research contributed to extend academic framework of distribution research by examining causal relationship through adoption of economic and innovation factors as new characteristics from the integrated perspective beyond the research frame of the existing omnichannel distribution environment. Companies should provide meaningful experiences by resolving concerns about side effects caused by human-computer interaction and providing smart information that matches the products most suitable for consumer needs.

• 웰빙융합연구
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• 제7권2호
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• pp.31-37
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• 2024

Purpose: Pop-up stores have emerged in the retail industry in recent years, offering consumers a new shopping experience for a limited time and location, and are used for a variety of purposes, including driving purchase behavior. In particular, they have become an important marketing tool among Gen MZ consumers who are quick to acquire information and sensitive to trends. Therefore, this study aims to analyze the impact of pop-up store characteristics on the purchasing behavior of MZ consumers. Research design, data and methodology: Based on a qualitative research approach, the study analyzed successful pop-up stores in Korea to closely examine how the limited operating period and experience-oriented marketing strategy of pop-up stores affect the perceptual attitudes and purchase decision process of Generation MZ. Results: The results of the case study revealed that selling limited edition items, maximizing customer experience factors, and differentiated concepts are the main factors that positively influence the purchase behavior of Gen MZ consumers. These factors contribute to the enhanced purchasing behavior of Gen MZ, making pop-up stores an effective marketing strategy. Conclusions: Pop-up stores are more than just a sales space, but an important communication channel that can strengthen the emotional connection with Gen MZ and effectively communicate brand values. This study provides useful insights for brands and companies to develop marketing strategies for MZ.

• 한국유통학회지:유통연구
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• 제15권1호
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• pp.25-47
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• 2010

고객만족제고에 관심을 기울이고 노력을 경주하는 기업이 늘어나면서, 유통업자들에게 고객만족제고 인센티브를 제공함으로써 그들의 고객만족노력을 불러일으키고자 하는 노력 역시 활발해 지고 있다. 이러한 노력은 상호 경쟁하는 멀티채널을 운용하는 기업들 역시 마찬가지이다. 그러나 지금까지의 고객만족제고방안에 관한 연구는 종업원이나 단일유통업자 등단일주체에 초점을 두고 진행되어 왔을 뿐 경쟁이 발생하는 멀티채널 상황에서의 고객만족제고 인센티브에 대해서는 별다른 연구가 이루어지지 않고 있다. 이러한 문제의식에서 출발하여, 본 연구에서는 게임이론에 기반한 수리경제학적 분석을 통해 멀티채널을 운용하는 기업의 고객만족제고방안에 주안점을 두어 제조업자가 두 유통업자를 운용하는 멀티채널 모형을 상정하여 고객만족제고 인센티브를 어떻게 제시하는 것이 바람직한지 규명하였다. 본 연구의 주요결과는 다음과 같다: (1)명성수준이 높을수록 고객만족제고 인센티브 수준을 높이는 것이 바람직하다. (2)멀티채널 사이의 보완적 외부효과가 클수록 고객만족제고 인센티브 수준을 높이는 것이 바람직하다. (3)유통비용이 클수록 멀티채널에서의 고객만족제고 인센티브의 수준은 낮게 제시하는 것이 바람직하다. (4)채널간 경쟁강도가 높을수록 고객만족제고 인센티브 수준을 높이는 것이 바람직하다.

• 산경연구논집
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• 제9권12호
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• pp.45-53
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• 2018

Purpose - The purpose of the study was to investigate operation system of current convenience store and competing retail store and to find out development of unattended convenience store. Operators can save labor cost and solve labor seeking when opening shop under suitable environment and commerce area, and assure of employee's safety. Customers are allowed to select commodity comfortably without disclosure of face and to shorten standby time at simple store opening, buying and paying and to produce convenient living environment by financing, delivery and goods control. This study examined effect and problems of operation of existing and unattended convenience store from point of view of visual merchandising to find out model of unattended convenience store and to strengthen competitiveness of convenience store business. Research design, data, and methodology - Research procedure of accomplishment of goal of the study was: The study investigated state of distribution business, and role and definition of VMD. First, VMD played an important role of promotion and competitiveness of unattended convenience stores. Second, the author investigated research and cases of unattended convenience stores 14 months, that is to say, from August 15, 2017 to October 15, 2018. Third, the author investigated on-the-spot three of common convenience stores, three of unattended convenience stores and three of retailers one month, that is to say, June 1, 2018 to July 1, 2018. The subject was convenience stores and retailers selling similar type of products at Seoul and metropolitan area. Results - Layout, selling place, brand identity, goods assortment, authentication system, product information cognition and control, buying and payment system, security system, salesmen, promotion and other services should be improved from point of view of merchandising. Structure, furniture, lighting, voice, façade, VP, PP, IP and POP should be developed. Conclusions - Unattended convenience stores saved operating cost and lessened labor and gave visitors convenience and comfortable shopping and made use of resources effectively. Further studies with quantitative analysis shall find out strategic conditions for promotion of unattended convenience stores.

• 수산경영론집
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• 제34권2호
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• pp.91-107
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• 2003

Distribution of fish products from Tongyoung Marine ranching can be classified by three routes such as street-stall, live fish transportation vehicles, and wholesale markets neighboring unloading ports. These methods of distribution, however, have been restricted by limited distribution right, difficulties to differentiate fish prices from other surfaces, simple marketing channels. The ratio of cultured live fish circulated in market is increasing while naturally caught live fish is decreasing and the fresh fish shows a little of increasing rate. Consumers purchasing routes mainly depend on the live fish transportation merchants. For fresh fish traditional market plays an important role in trade. Convenience for consumers and quality of products are main factors in making decision of purchases. Bargaining power, however, belongs to the live fish transportation merchants. The demand of special markets for live fish was very strong, and the convenience and quality are relatively important required factors. Catch from Tongyoung Marine ranching has very good reputation as the possibility of being a good brand. Expecting possibility of quality differentiation was higher than price differentiation specially. The possible conclusion of a contract of a supply was suspicious however. Preliminary quality evaluation revealed that the catch is better than the cultured but worse than naturally grown fish. A merchandising is to be in a better position in the formation of prices by giving $\ulcorner$brand image$\lrcorner$ to potential consumers. The target markets are retail stores such as restaurants for raw fish and final consumers. The staple markets are retail stores. Possible items of products are live fish, fresh fish for cook, and fresh fish for raw fish. It is necessary for the catch to be informed as new functional products that have been improved in safety and quality, since the product positioning is similar but not well known to consumers. To secure a brand it is required to register a trademark, eco-label product design or packing, use real name in tranction, introduce recall system, and put label. Price higher than naturally grown live fish should be targeted. Establishing broad distribution channel, wholesale market, franchise are required. To secure enough catch and control shipment of products facilities of containing live fish are necessary. Instead of dealing with live fish only, it would be better to. sell fresh fish and live fish simultaneous. Strategically promotion focuses on advertisement of Marin ranching at first and then focuses on the catch from the marine ranching.

• 마케팅과학연구
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• 제7권
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• pp.375-390
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• 2001

본 연구는 한국 경제상황에 따른 백화점과 입점 여성의류업체간의 상호간의 권력을 연구한 것이다. 여기서 백화점의 권력, 권력원천 그리고 입점업체의 대항력을 중심으로 한 모형 의 분석이 이루어졌다. 그 결과 백화점의 권력이 를수록 입점업체둘의 대항력이 작다고 지 각하고 있었으며 입점업체들이 백화점의 강제적 권력원천이 클수록 백화점의 권력을 크다 고 지각했다. 그러나 입점업체들의 대항력이 클수록 백화점의 강제적 권력원천과 유의하게 나타나지 않운 반면에 비강제적 권력원천과 유의한 관계를 보이고 있어 소매업 주도형의 권력구조를 나타내고 있다.

• 패션비즈니스
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• 제20권6호
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• pp.32-51
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• 2016

KakaoTalk has become a reputed mobile social network and an inseparable part of people's lives by leading the mobile industry in South Korea. However, there is a lack of studies in academia regarding perception of the consumers and assessment toward the mobile marketing and services by KakaoTalk. Based on the theoretical orientation of Elaboration Likelihood Model (ELM: Petty & Cacioppo, 1986) and electronic service quality (E-S-QUAL: Parasuraman, Zeithaml, & Malhotra, 2005), this study investigates the effects of information sources (Charles & Richard, 1988), and examines the consumer perception toward the service quality of KakaoTalk. A total of 209 responses were collected, using a self-administered survey in Seoul and Gyeonggi province, South Korea from March 2015 to June 2015. A seven-point Likert scale survey was developed to measure the information sources (i.e., argument quality, post popularity, and post attractiveness), electronic service quality (i.e., efficiency, fulfillment, privacy, and system availability), attitude (i.e., usefulness, preference, and overall attitude), and behavioral intention (i.e., like intention, share intention, and purchase intention). This study reveals a consensus that an online environment is different from the traditional retail context in terms of information source and service quality. Specifically, the results indicate that argument quality greatly impacts the attitudes of the individuals and their behavioral intention toward mobile shopping via social media channel. The most powerful factor among E-S-QUAL is "efficiency." This dimension of service quality influences the customer perception of usefulness and preference as well as share and like intention toward mobile shopping on KakaoTalk.

• 지능정보연구
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• 제8권1호
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• pp.39-62
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• 2002

소매유통업에 있어 충성고객을 발견하고 효과적으로 관리하는 일은 마케팅 부서의 주요 관심사라고 할 수 있다. 최근 성숙된 유통 채널로 자리잡고 있는 인터넷 소매유통업도 다양한 마케팅 노력을 기울이고 있으며 그 성과가 기존 소매유통업 보다 클 것으로 기대하고 있는데 이는 인터넷 소매유통업이 기본적으로 디지털 기반 구조 하에 사업이 수행되기 때문이다. 그러나, 매출 규모가 확장됨에 따라 고객 관계가 보다 복잡해지고 거래 건수도 크게 확장되고 있는 인터넷 소매유통업은 전자적으로 이용 가능한 고객 관리 서비스를 필요로 하고 있다. 본 논문은 인터넷 소매유통업의 충성고객관리를 위한 웹서비스의 프레임웍 및 적용 사례를 제시하고 있다. 고객관리 웹서비스의 기본 모델은 전통적인 RFM분석에 기반을 두고 있는데 복잡한 충성고객관리 업무를 처리하는 에이전트를 제공한다. 인터넷 쇼핑몰이나 상점의 운영 시스템과 용이하게 통합될 수 있는 웹 서비스는 적은 비용으로 효과적인 고객 관리를 실현하는데 기여할 것으로 기대된다.

• 복식문화연구
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• 제25권1호
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• pp.88-103
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• 2017

The rapid growth in the popularity of social media sites has meant that social media has become an important communication channel for brands. Brands create brand pages on social media to cultivate positive and strong relationships with consumers. This study seeks to enhance our understanding of how fashion brand pages in social media foster consumer-brand relationships by exploring the factors that affect the development of consumer-brand relationships. Drawing on the parasocial interaction theory, this study proposes parasocial interaction as a key factor of this process. Specifically, this study proposes four antecedents (vividness, interactivity, social presence, and focused attention) of consumers' parasocial interaction with brand pages, which further affects consumer responses in terms of affective engagement and brand loyalty. An online survey was administered with consumers who have followed and visited at least one fashion brand page via a social networking site (SNS). Structural equation modeling revealed that consumers' perceptions of vividness, interactivity, social presence, and focused attention on a fashion brand page positively affected their feelings towards parasocial interaction with the brand page, which in turn led to their affective engagement with the brand page and consequent brand loyalty. These findings suggest that consumers build relationships of varying degrees with brand pages in a similar manner to that with people, which leads to their development of a positive relationship with the brand. This study concludes with discussions and practical implications.

• 한국전자거래학회지
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• 제16권2호
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• pp.19-37
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• 2011

인터넷의 발달과 함께 온라인을 통한 상거래 활동은 급증해 왔다. 전자상거래 초기에 기존의 오프라인 업체들과 온라인 업체들 간의 가격수준 및 편차에 대한 연구들이 많이 이루어졌으나, 전자상거래가 활성화되고 성숙된 지금은 이러한 채널 유형별 비교보다는 전자상거래 업체들의 가격변화 행태에 대한 연구가 필요하다. 이에 따라 본 연구에서는 전자상거래 상에서 제품이 판매되기 시작한 시점부터 시간이 흐름에 따라 가격이 어떻게 변화하는지를 분석하였다. 가격비교 사이트로부터 가격자료를 수집하여 분석에 활용하였다. 이를 통해 시간이 흐를수록 최저가와 평균가격이 하락하는 것을 보였으며, 최고가는 시간이 흐를수록 오히려 상승하는 패턴을 보였다. 최고가의 상승에는 판매업체 수 증가가 양의 영향을, 출시 이후 기간이 음의 영향을 미치는 것을 보였으며 이 두 가지의 영향력에 따라 제품군별로 상이한 상승 패턴을 보였다. 또한, 제품군의 유형별로도 판매업체 수에 따라 상이한 가격변화 패턴을 보였다.