• 유통과학연구
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• 제20권12호
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• pp.35-42
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• 2022

Purpose: The purpose of this study was to determine the effect of utilitarian value, hedonic value, channel integration quality on Omni-Channel Shopping Intention and shopper satisfaction in the e-commerce industry in Indonesia. Research design, data and methodology: This research method uses quantitative research methods with purposive sampling technique. The hypothesis was tested using SEM-PLS. Results: Based on the results of the analysis and discussion, it can be concluded that there is an influence between the Utilitarian value on the Omni-channel shopping intention, there is no effect between the hedonic value on the Omni-channel shopping intention, there is no influence between the quality of Channel integration on the Omni-channel shopping intention, there is an influence between the quality of Channel integration and the Omni-channel shopping intention between utilitarian values on shopper satisfaction, there is no effect between hedonic values on shopper satisfaction, there is an influence between channel integration quality on shopper satisfaction, and there is an influence between Omni-channel shopping intentions on shopper satisfaction. Conclusions: The findings of this study prove that Omni-Channel Shopping Intention is one of the most effective management and marketing techniques to enhance an important aspect of their company, namely an efficient and holistic consumer shopping experience.

• 한국의류학회지
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• 제37권4호
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• pp.467-481
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• 2013

The study examined the main effect of the reward channel and reward time of customer loyalty programs for on-offline shopping channels; in addition, it investigated the interaction effect of the reward channels and merchandise as well as the interaction effect of the reward time and merchandise. An online apparel shopping web experiment was conducted with a 2 (reward channel: online channel reward vs. offline channel reward) ${\times}2$ (reward time: immediate vs. delayed) ${\times}2$ (merchandise: online channel product vs. offline channel products) between-subject factorial design. An online shopping channel was considered the core-shopping channel and a department store was considered the cross-shopping channel. Loyalty program value, core-channel loyalty and cross-channel loyalty were measured as dependent variables. A total of 845 shoppers (who had experiences in shopping in both channels) participated in the experiment. The results of the study revealed (1) the main effect of the reward channel on loyalty program value, core-channel loyalty and cross-channel loyalty [online>offline channel rewards], (2) the main effect of reward time on loyalty program value, core-channel loyalty and cross-channel loyalty [immediate>delayed reward], and (3) the interaction effect of the reward channel and merchandise on loyalty program value, core-channel loyalty, and cross-channel loyalty. (4) Finally the study found that loyalty program value affected cross-channel loyalty indirectly through core-channel loyalty. This study suggested diverse theoretical and managerial implications for multi-channel retailers.

• Asian Journal of Business Environment
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• 제9권4호
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• pp.15-22
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• 2019

Purpose: Omni-channel retailing is a new retail phenomenon. Consumers in the omni-channel environment do not rely on one channel but integrate different channels from the same retailers freely during a particular shopping journey. The purpose of this study is to better understand omni-channel shoppers in the fashion retailing context. The present study uses consumer characteristics -- fashion innovativeness, technology innovativeness, and fashion purchase involvement -- as determinants predicting consumers' omni-channel shopping intentions for fashion products. Research design, data, and methodology: Data were collected from 403 U.S. consumers, and the Structural Equation Modeling (SEM) was performed to test proposed hypotheses. The survey for this research consisted of three parts. The first part measured consumer traits in terms of their innovativeness and purchase involvement. The second part was designed to measure consumers' omni-channel shopping intentions, and the third part gathered consumer demographic information. Results: The findings confirmed that fashion innovativeness, technology innovativeness, and fashion purchase involvement positively affected consumers' omni-channel shopping intentions. Conclusions: Fashion retailers should integrate various customer touchpoints and offer mobile-enabled technologies to boost consumer traffic to both online and offline stores. They also need to create a shopping environment that is optimized for customer engagement in various shopping processes and allow them to explore different shopping channel options for best purchase decisions.

• 복식문화연구
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• 제26권1호
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• pp.109-124
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• 2018

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision-making processes react to fashion companies' omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study's limitations and implications were discussed.

• 지능정보연구
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• 제22권1호
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• pp.19-41
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• 2016

정보통신기술의 발전과 모바일 기기 사용의 생활화로 인해 최근 많은 소비자들이 멀티채널 쇼핑(multi-channel shopping)이라는 새로운 쇼핑 행태를 보이고 있다. 온라인 쇼핑이 등장한 이후, 온라인 매장에서 상품을 구매하기 전 오프라인 매장에서 상품을 먼저 확인하는 쇼루밍(showrooming) 형태의 멀티채널 쇼핑이 한 때 대세를 이루었으나, 최근에는 스마트폰, 태블릿 PC, 스마트워치 등 스마트 기기 사용의 폭발적 증가와 옴니채널(omni-channel) 전략으로 대표되는 오프라인 채널의 대대적 반격으로 인해 오프라인 매장에서 상품을 구매하기 전 온라인(혹은 모바일)으로 정보를 먼저 확인하는 웹루밍(webrooming) 현상이 도드라지게 나타나 온라인 소매업자를 위협하고 있다. 이러한 상황에서 소비자의 온라인 쇼핑에서 웹루밍으로의 쇼핑전환 의도에 영향을 미치는 요인을 분석하는 것이 의미가 있음에도 불구하고, 기존 대부분의 선행연구는 싱글채널(single-channel) 혹은 멀티채널 쇼핑 자체에만 초점을 맞추고 있다. 이에, 본 연구에서는 밀고-당기기-이주이론(push-pull-mooring theory)을 바탕으로 소비자의 온라인 채널 쇼핑이 웹루밍 형태의 쇼핑으로 전환되는 과정을 상품정보 탐색과 구매행위로 각각 구분하여 그 영향을 실증하였다. 연구모형을 검증하기 위하여, 웹루밍 경험이 있는 수도권 소재 대학생을 대상으로 280개의 설문 표본을 수집하였다. 본 연구의 결과는 현업 마케팅 종사자에게 멀티채널 소비자들을 관리하는 데 있어 실무적인 시사점을 제공함과 동시에, 향후 다양한 형태의 멀티채널 쇼핑전환 연구로의 확장에 기여할 수 있을 것으로 기대한다.

• 한국유통학회지:유통연구
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• 제11권3호
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• pp.103-125
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• 2006

본 연구에서는 최근 물류시스템과 통신매체의 급격한 발달로 인하여 보편화된 가정 내 쇼핑채널을 연구함에 있어서 새로운 접근방법이 필요함을 제시하고 있다. 가정 내 쇼핑채널 각각에 구매의도에 대한 영향요인을 검토하는 채널중심 연구는 가정 내 쇼핑채널이 보편화된 현재에는 큰 의미를 가지기 어렵다고 볼 수 있다. 본 연구에서는 고객중심 채널연구의 필요성을 제기하고 가정 내 쇼핑채널 이용비중과 이용다양성에 대한 고객특성과 쇼핑특성의 영향을 고객 중심적으로 검토하였다. 표본의 선택성을 고려하고 종속변수 간 인과관계를 모델에 반영하기 위하여 선택성을 가진 동시방정식 모델을 통하여 실증분석을 수행하였다. 연구결과 첫째로 가정 내 쇼핑채널 이용비중과 이용다양성은 서로 영향이 없는 것으로 나타나고 있으며, 둘째로 점포형 쇼핑채널 중에서 특히 백화점 이용이 증가할수록 가정 내 쇼핑채널 이용비중은 감소하는 것으로 나타나고 있으며, 셋째로 고객특성 및 쇼핑특성은 가정 내 쇼핑채널 이용다양성에 영향을 미치지 않는 것으로 나타나고 있다.

• 한국유통학회지:유통연구
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• 제8권2호
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• pp.1-18
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• 2003

본 연구는 온라인 인터넷쇼핑몰과 오프라인 백화점간 소비자의 반응에 대한 통합적 접근을 시도하여 각 업태별로 쇼핑상황에 따른 쇼핑가치의 조절역할을 분석하는데 중점을 두었다. 오프라인 백화점과 온라인 인터넷쇼핑몰에서의 쇼핑행동 차이를 하나의 틀에서 분석하고 영향요인을 규명함으로서 온ㆍ오프라인 통합의 효과나 멀티채널 전략에 적용할 수 있는 소비자행동의 변화를 파악하였다. 향후에는 단순한 4P's 중심의 마케팅 믹스(marketing mix)전략 보다는 온라인과 오프라인별 소비자의 쇼핑가치를 중심으로 한 고객세분화기준을 적용함으로서 효과적인 채널전략을 수립하는데 초점을 두어야 할 것이다.

• 한국유통학회지:유통연구
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• 제13권3호
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• pp.27-54
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• 2008

본 연구는 가정 내 유통업체(In-home shopping channel)의 다채널 고객관리에 시사점을 제공하기 위하여 가정 내 쇼핑채널로서 TV, 카탈로그 및 인터넷 쇼핑채널 간 소비자의 정보탐색과 구매행동과의 관계를 고찰하였다. 가정 내 쇼핑채널들의 정보탐색과 구매행동과의 관련성을 채널 내 고객 고정(channel lock-in)과 채널 간 시너지(cross-channel synergy)로 구분하여 영향력을 비교 평가하였다. 이를 위하여 1개월 동안의 가정 내 쇼핑채널 이용에 대한 자료를 345명의 가정주부를 대상으로 수집하였다. 소비자의 구매채널 이용행동을 선택, 빈도 및 지출행동으로 구분하여 분석을 수행만 결과 가정 내 쇼핑채널 간 정보탐색과 구매행동 간에는 높은 채널 내 고객 고정 효과가 나타나고 있으며 낮은 채널 간 시너지 효과가 나타나고 있었다. 또한 TV 채널의 경우 카탈로그와 인터넷 채널 간 대체성이 나타나는 반면에 카탈로그와 인터넷 채널은 보완성이 나타나고 있다. 이러만 결과는 가정내 다채널 유통기업에게 채널 간 조정과 통합 및 고객관리에 많은 시사점을 제공하고 있다.

• 유통과학연구
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• 제15권9호
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• pp.27-36
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• 2017

Purpose - In this study, the author investigates which shopping motivations affect regulatory focus differently. This study also determines the effect of shopping motivation on regulatory focus when consumers use different shopping channels. Additionally, the author tries to investigate how information quality affects regulatory focus. Similarly, this study also examines the effect of the shopping channel on the relationship between information quality and regulatory focus. Research design, data, and methodology - With 635 surveyed questionnaires, this study was conducted by SPSS and AMOS 22.0 version. SEM was used to verity hypotheses and model. Results - According to this research, hedonic shopping motivation affects promotion focus positively and prevention focus negatively. Furthermore, when consumers use a mobile channel rather than an online one, hedonic shopping motivation affects prevention focus more negatively. However, depending on the shopping channel, there are no significant differences in the case of the relationship between hedonic motivation and promotion focus. The author also examines how information quality affects regulatory focus. In particular, when consumers use a mobile channel rather than an online one, information quality affects promotion and prevention focus more positively. Conclusions - Through this study, the author suggests that shopping motivation and information quality could influence consumers' regulatory focus, shopping attitude, and intention.

• 한국의류학회지
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• 제35권5호
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• pp.601-611
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• 2011

This research evaluates the availability of consumers moving to integrated multi channels by a target analysis on the integrated online channel and verifies the possibility of a synergy effect created by the expansion of an integrated online channel. The objectives are to define the scope of benefits desired in fast fashion and online shopping, compare the desired benefits of fast fashion consumers, online shopping consumers and fast fashion, and online shopping consumers, investigate the acceptance intention of the integrated online channel of consumers, and verity its relationship with the desired benefits. As a result, all consumers indicate the desire to pursue social recognition, pleasure, individuality, economic and convenience orientation, and fashion-innovativeness through shopping activities. In addition, there were differences in the mean of social recognition benefit individuality benefit, economical and convenience orientation benefit, and fashion-innovativeness benefit. Lastly, the acceptance intention of the integrated online channel was significant in all groups and the desired benefits that affect the acceptance intention of the integrated online channel were social recognition for fast fashion consumers along with pleasure and individuality for fast fashion and online shopping consumers.