• Information Systems Review
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• v.20 no.4
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• pp.59-78
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• 2018

With the advent of the various device types and marketing communication, customer's search and purchase behavior have become more complex and segmented. However, extant research on multichannel marketing effects of the purchase funnel has not reflected the specific features of device User Interface (UI) and User Experience (UX). In this study, we analyzed the marketing channel effects of multi-device shoppers using a unique click stream dataset from global online retailers. We examined device types that activate online shopping and compared the differences between marketing channels that promote visits. In addition, we estimated the direct and indirect effects on visits and purchase revenue through customer's accumulated experience and channel conversions. The findings indicate that the same customer selects a different marketing channel according to the device selection. These results can help retailers gain a better understanding of customers' decision-making process in multi-marketing channel environment and devise the optimal strategy taking into account various device types. Our empirical analyses yield business implications based on the significant results from global big data analytics and contribute academically meaningful theoretical framework using an economic model. We also provide strategic insights attributed to the practical value of an online marketing manager.

• The Journal of Industrial Distribution & Business
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• v.11 no.7
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• pp.51-60
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• 2020

Purpose: Recently, Korean cosmetics distribution market has been reorganized with the H&B store. In the domestic cosmetics distribution market, existing brand road shops are decreasing, and multi-shops are leading the H & B stores, which have greatly improved their experience and content. In these environmental changes, the offline distribution channels are turning into the multi-editing shops that have introduced products of various brands and greatly enhanced experiences and contents. Nevertheless, most studies of factors and measurement items for measuring customer experience in the H&B store use Schmitt (1999)'s Strategic Experience Modules (SEMs). Therefore, the purpose of this study is to propose a measure that is practicable through consideration of the in-store customer experience components of the H&B store. Research design, data and methodology: Based on Schmitt's Strategic Experience Modules (SEMs), which are widely used in customer experience marketing, the metric pool was constructed through customer and literature research on H & B store managers. Since then, 101 preliminary surveys and 211 main surveys have been conducted in order to propose a dimension of customer experience and refine the metrics. Results: As a result of the research, H&B store's customer experience was derived from a measurement model consisting of 19 measurement items in total of five dimensions: environmental experience, intellectual experience, behavioral experience, tech experience, and relationship experience. This study analyzed that compared to the existing Schmitt's Strategic Experience Modules (SEMs), (1) emotional experience expanded to environmental experience, (2) Cognitive and relationship experiences are maintained (3) behavioral experience was subdivided into physical and technical experiences. In particular, the environmental experience has been proposed as a major component is an important point because the H&B store recently opened a large flagship store and is competitive in constructing a differentiated space. Conclusions: Related experience was seen as an important component of customer experience in the offline store, but in the process of refining the scale, interaction items with employees of the H&B store were removed, and rather, participation in the APP or SNS channel of the company, event Participation, interaction with other customers, etc. appear to be important, while suggesting the practical implications.

• Journal of Distribution Science
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• v.16 no.1
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• pp.47-58
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• 2018

Purpose - China has become the world's largest market of Korean culture goods. However the distribution and information channel from which Chinese consumers can access to Korean contents remains under-explored. This study aimed to investigate Chinese consumers' information accessing behavior. Research design, data, and methodology - We collected the sample of 800 customers who are exposed to Korean Wave in China. Regression analysis is used to confirm the relationships in the research model. Results - The results showed that official channels such as state owned sites still play a significant role, Chinese consumers prefer to use unofficial channels and the private SNS is the most popular one. It is also found that users with low interests in Korean contents prefer offline/indirect channels while people who are highly immersed into Korean culture and spend longer time on it tend to favor online/unofficial channels. The results confirms that there are some users' characteristics such as gender, age, income and experience of visiting Korea are relevant to explain their propensity to select distribution and information channels for Korean contents. Conclusions - The study enables managers to develop the more effective distribution channel strategies according to the different target consumer groups.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.115-123
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• 2018

This study explores unified service experience to boost O2O services. Previous studies on service management and marketing only focused on customer experience in offline stores, while prior works on information systems looked only at the experience of services in mobile applications. In this vein, this study took into accounts the characteristics of offline stores and the benefits of their mobile applications. Moreover, the final dependent variable was share of wallet to measure customer's expenditure within the category. The theoretical model was tested based on 219 consumers who frequently visit Starbucks and use its mobile application. PLS method was applied to analysis the research model and hypotheses. The analysis results showed that customer satisfaction about offline store is not significantly related to share of wallet, while satisfaction about mobile application plays a significant role in enhancing share of wallet. Hedonic and social benefits were found to have significant effects on satisfaction about mobile application. The analysis results help establish service marketing and strategies to enhance the unified customer experience of O2O service.

• The Research Journal of the Costume Culture
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• v.26 no.1
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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.

• 한국정보통신설비학회:학술대회논문집
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• 2007.08a
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• pp.127-131
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• 2007

본 논문에서 제안하고자 하는 IPTV 채널캐슁 서비스는 IPTV 서비스의 품질요소인 QoE(Quality of Experience)의 개선을 목적으로 하고 있다. IPTV 채널캐슁 방법은 IPTV 서비스가 실시간 방송 및 VOD(Video On Demand)등 다양한 패턴의 서비스를 선택하는 사용자의 채널요구 패턴을 반영한 인접채널(adjacent-channel)을 멀티캐스트하면, 사용자의 채널전환요구시 제어메시지 전송 및 스위칭에 소요되는 대기시간을 줄여 사용자의 채널전환지연시간을 개선할 수 있다. 이를 위하여 본 논문에서는 LRFU(Least Recently Frequently Used) 알고리즘에 기반한 MCA(Multicast Channel Agent)을 제안하며, MCA을 구성모듈에 대한 설명을 기술한다.

• Proceedings of the KSME Conference
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• 2008.11a
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• pp.1034-1039
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• 2008

Recently, the sludge suction collector is preferred rather than the scraper type sludge collector due to enhancement of the clarifier efficiency. The sludge suction collector is usually operated by the user's experience without any scientific and technical consideration. There are many factors that should be considered for higher quality of discharged water and stabilized flow in the rectangular sludge suction collector but, the optimal design on the inflow channel and orifices connecting with the inflow channel is needed for similar flow rates at the orifices. The 4 cases of channel geometry are considered and mass flow rates of each case at the orifices are evaluated using Computational Fluid Dynamics applied VOF(Volume of Fraction) model.

• Journal of Information Processing Systems
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• v.16 no.6
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• pp.1261-1270
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• 2020

The physical security layer of industrial wireless sensor networks in the event of an eavesdropping attack has been investigated in this paper. An optimal sensor selection scheme based on the maximum channel capacity is proposed for transmission environments that experience Nakagami fading. Comparing the intercept probabilities of the traditional round robin (TRR) and optimal sensor selection schemes, the system secure performance is analyzed. Simulation results show that the change in the number of sensors and the eavesdropping ratio affect the convergence rate of the intercept probability. Additionally, the proposed optimal selection scheme has a faster convergence rate compared to the TRR scheduling scheme for the same eavesdropping ratio and number of sensors. This observation is also valid when the Nakagami channel is simplified to a Rayleigh channel.

• Journal of Digital Convergence
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• v.18 no.6
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• pp.255-269
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• 2020

This paper aims to analyze the factors influencing consumer's choice of smartphone purchase channel in multichannel environments. Recently, smartphone purchase channels are becoming more complex and diverse. A smartphone with a short purchase cycle is a product applying advanced technology, the research of this topic would be significant. The major findings of this study are as follows. First, depending on the consumer's shopping orientation, the consumer group was classified into three groups of preference 1. Active shopping, 2. Convenient shopping, and 3. Rational shopping. Second, it was analyzed that the consumer's shopping orientation influenced the decisions of the information search channel and the purchase channel. Third, there was a significant difference between the search and purchase channels in the three groups. Finally, in the channel experience, there was a significant difference in price satisfaction by group. The results of these studies are expected to provide practical implications for establishing a customized multi-channel strategy. This study provides a desirable model for research on smartphone purchase channels.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.1
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• pp.67-72
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• 2020

The fifth generation (5G) mobile communication has an impact on the human life over the whole world, nowadays, through the artificial intelligence (AI) and the internet of things (IoT). The low latency of the 5G new radio (NR) access is implemented by the state-of-the art technologies, such as non-orthogonal multiple access (NOMA). This paper investigates a practical issue that in NOMA, for the practical channel models, such as fading channel environments, the successive interference cancellation (SIC) should be performed on the stronger channel users with low power allocation. Only if the SIC is performed on the user with the stronger channel gain, NOMA performs better than orthogonal multiple access (OMA). Otherwise, NOMA performs worse than OMA. Such the superiority requirement can be easily implemented for the channel being static or slow varying, compared to the block interval time. However, most mobile channels experience fading. And symbol by symbol channel estimations and in turn each symbol time, selections of the SIC-performing user look infeasible in the practical environments. Then practically the block of symbols uses the single channel estimation, which is obtained by the training sequence at the head of the block. In this case, not all the symbol times the SIC is performed on the stronger channel user. Sometimes, we do perform the SIC on the weaker channel user; such cases, NOMA performs worse than OMA. Thus, we can say that by what percent NOMA is better than OMA. This paper calculates analytically the percentage by which NOMA performs better than OMA in the practical mobile communication systems. We show analytically that the percentage for NOMA being better than OMA is only the function of the ratio of the stronger channel gain variance to weaker. In result, not always, but almost time, NOMA could perform better than OMA.