• 아태비즈니스연구
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• 제13권2호
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• pp.197-207
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• 2022

Purpose - This study reestablished the concept of mixed emotions experienced in online and offline shopping environments, and structuralized emotional responses which manifest mixed emotions in each channel, and developed a method of measuring overall mixed emotions in consideration of the asymmetry of emotions. Design/methodology/approach - This study conducted a focus in-depth interview based on phenomenological research and exploratory preliminary survey using questionnaires. In addition, a survey was conducted as a quantitative survey. Findings - Qualitative and quantitative researches were conducted to derive major emotional responses items which manifest mixed emotions in online and offline shopping environments and determine differential emotional structure in each channel. As a result, it was confirmed that mixed emotions consisted of 5 factors in each channel and 21 emotional responses. In addition, a method of measuring overall mixed emotions considering the asymmetric of emotions was developed to prove the difference in behavioral responses. Research implications or Originality - This study is meaningful in that it helps companies efficiently manage and understand customer responses to their products by classifying and systemizing the emotional responses experienced by consumers in online and offline purchase and consumption situations according to the purchase environment.

• 지식경영연구
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• 제15권3호
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• pp.141-168
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• 2014

Purchasing through Internet shopping mall has more uncertainty compared with offline shopping mall. Previous studies have presented that trust plays a role of reducing uncertainty and increasing purchasing intention. In this study, we suggest that third-party assurance and word-of-mouth contribute to the formation of trust. In addition, we also propose that ease of product evaluation plays moderating roles in the relationships between third-party assurance, word-of-mouth and trust. For this study, we collected sample data from two groups consisting of online shoppers purchasing the search goods and experience goods categorized by type of ease of product evaluation. Empirical results show that word-of-mouth and third-party assurance have different effects on trust in two groups. The third-party assurance has a stronger impact on trust in online shopping group of the search goods than in the experience goods, while word-of-mouth in the online community has a stronger impact on trust in online shopping group of the experience goods than in the search goods. We expect that this result will provide researchers and managers who are interested in trust formation factors in online shopping mall with useful theoretical and practical implications.

• 한국의류학회지
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• 제35권6호
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• pp.659-669
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• 2011

Consumer responses to 3D online shopping malls are influenced by their attitudes toward technology. This study examines the consumer differentiation according to technology readiness, compares customers with different technology readiness in terms of their perceived telepresence and e-loyalty, and examines the effect of their perceived telepresence on their e-loyalty. Samples from 300 females aged 21 to 39 were used for the final analysis. The results are as follows. First, consumers were classified into three groups, Explorers (N=72), Pioneers (N=105), and Skeptics (N=123), through factor analysis and k-means cluster analysis. Second, the Explorers evaluated the telepresence of the 3D online shopping mall higher than any other group. The Skeptics presented lower e-loyalty and perceived less telepresence in the 3D online shopping mall than the other two groups. Finally, telepresence had a significant influence on e-loyalty, as identified by the regression analysis. This verifies the effectiveness of 3D technology adopted or to be adopted by online shopping malls and demonstrates that 3D shopping malls can be a strategic alternative in the online shopping sector where competition is fierce. The results show that online shopping malls should focus on establishing 3D shopping environments with further effort to utilize the technology.

• 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.

• 복식문화연구
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• 제16권1호
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• pp.145-157
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• 2008

The purpose of this study was to examine the effect of interactivity on consumers' mental imagery, attitude toward a product, confidence in evaluation and purchase intention. The proposed model was examined by conducting an experiment using mock apparel websites. A total of 1,009 female college students enrolled at a major midwestern university in the USA participated in the experiment. A structural equation model was used to test the model. The results of the study indicate that interactivity positively influenced mental imagery, attitudes toward a product imagery, and confidence in evaluation. The structural equation model also revealed that mental imagery positively influenced attitude toward a product and confidence in evaluation. Finally, the results show that attitude toward a product and confidence in judgment positively affected purchase intention. The study provides valuable theoretical perspectives which aide in the understanding of the effect of interactivity on consumers' cognitive and behavioral responses, and helps retailers develop effective marketing strategies.

• 경영과학
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• 제25권3호
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• pp.135-155
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• 2008

This paper investigates the value of the expectation-confirmation model(ECM) of IT continuance in the internet shopping environments and attempts to expand the ECM with consideration of users diverse internet shopping factors and their preferences. Here, the extended ECM measures the users expectation-confirmation separately at the product, site and service levels, rather than treating it a single construct as measured in the original model. Further, AHP has been used for assessing the relative importance among the shopping factors, and the priority has been used for deriving weighted expectation-confirmation levels in the model. PLS analysis shows that there are significant differences in path coefficients between the ECM and a weighted ECM. This Indicates that users preferences among the diverse shopping factors need to be properly assessed to better understand the relationship between users expectation-confirmation and their continued usage behavior.

• Asia Marketing Journal
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• 제23권1호
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• pp.5-27
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• 2021

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers' shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online survey. Interactive digital signage with virtual try-on and video-captures functions was used as stimuli. Data were collected from 320 respondents and 307 useable responses were analyzed to examine a proposed model. Research model compares dual paths of motivators: the extrinsic motivation route that leads from usefulness to shopping outcome satisfaction and intrinsic motivation route that leads from enjoyment to shopping process satisfaction. Technological complexity of digital signage indirectly and negatively influences shopping outcome and process satisfaction, mediated by usefulness and enjoyment, but directly and positively affects shopping process satisfaction. In omni-channel environments, the findings have implications for fashion retail managers in using digital signage to maximize customer satisfaction and to counterbalance the advantages and disadvantages of technological complexity.

• 경영과정보연구
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• 제31권2호
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• pp.143-172
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• 2012

기업과 소비자간 전자 상거래 시장이 급속히 성장하고 있으나 많은 전문가들은 아직도 그 잠재력을 충분히 발휘하지 못하고 있다고 주장한다. 이에 대한 이유로 온라인 쇼핑환경이 지니는 인간적 사회적 요소의 부재를 들고 있다. 온라인 쇼핑은 전통적인 면대면 상거래에 비해 보다 비인적이며 익명성이 강해 인간적인 온정과 사회성이 부족하다. 본 연구에서는 전통적 상거래에 비해 온라인 쇼핑이 가지는 태생적 한계인 면대면 사회적 상호작용을 대신할 수 있는 개념으로 사회적 실재감을 도입하여 사회적 실재감의 선 후행변수간의 관계를 규명하고자 하였다. 이러한 연구 목적을 달성하기 위하여 본 연구주제와 관련 있는 마케팅, 심리학, 커뮤니케이션 연구분야의 연구결과들을 고찰하였으며, 이를 기반으로 하여 연구모형을 제시하였다. 제시된 연구모형을 검증하기 위하여 자기 보고식 설문지를 사용하여 자료를 수집하였다. 본 설문의 응답자들은 최소 5회 이상 인터넷 구매를 경험한 소비자들로 구성하였는데, 이는 사회적 실재감에 대한 지각은 인터넷 쇼핑몰과의 잦은 접촉이 있어야만 생길 수 있는 지각으로 판단하였기 때문이다. 실증분석 결과는 다음과 같다. 먼저 쇼핑몰의 맞춤화 노력은 지각된 사회적 실재감에 유의한 영향을 미치는 것으로 나타났다. 둘째, 쇼핑몰의 반응성 역시 지각된 사회적 실재감에 유의한 영향을 미치는 것으로 나타났다. 따라서 쇼핑몰은 고객의 요구에 다양한 방법으로 신속하고 성실하게 반응함으로써 사회적 실재감을 높일 수 있다. 셋째, 지각된 게시판 활동성은 사회적 실재감에 영향을 미치는 것으로 나타났다. 쇼핑몰 운영자는 자사 게시판을 적극적으로 활성화하여 소비자의 사회적 실재감을 높일 수 있을 것이다. 마지막으로 지각된 사회적 실재감은 쇼핑몰 신뢰와 즐거움에 영향을 미치고 쇼핑몰 신뢰와 즐거움은 쇼핑몰 충성도에 유의한 영향을 미치는 것으로 나타났다. 이러한 결과는 기존 온라인 쇼핑에 관한 연구의 중심이 되고 있는 쇼핑몰 충성도와 신뢰 형성에 사회적 실재감이 중요한 영향요인임을 의미하는 것으로 쇼핑몰 신뢰와 충성도를 위한 새로운 전략적 시사점을 제공하고 있다고 볼 수 있다.

• Journal of Information Technology Applications and Management
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• 제16권1호
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• pp.51-75
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• 2009

This paper develops an integrative model for IT continuance in the internet shopping environments by integrating the expectation-confirmation and the switching cost factors. Using this model, in addition, this study investigates their differential effects on the mediating variables, such as user satisfaction, commitment, and trust which have been identified as antecedents of users' IT continuance intention. Results show that the product and service-related expectation confirmation factors and the relational switching cost factor can have greater impacts on users continuance intention than the web site design factors, and the financial and procedural switching cost factors. In particular, it is interesting to note that relational switching cost can lead users to more commitment, which is revealed as the strongest antecedent of their continuance intention to use a certain shopping site.

• 한국정보시스템학회지:정보시스템연구
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• 제20권3호
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• pp.41-61
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• 2011

In order to buy products through the Internet, consumers dissipate much time and efforts in collecting and comparing product information from various online shopping malls. Consumers can save their efforts by using price comparison sites, but there are some shortcomings in comparison shopping. Firstly, comparison sites do not show the lowest price of some products that are selling in shopping malls. Secondly, the product information provided by comparison sites is sometimes wrong. Thirdly, there are too many results. In order to overcome the shortcomings, we suggested a comparison shopping system based on RSS by using ontology matching. We used the current RSS standard for syntactic interoperability instead of suggesting new standards. Moreover, we used ontology matching for semantic interoperability to compare product information with different ontologies. The suggested ontology matching consists of three steps. The first step is finding exact sense from WordNet for a given product category, and the second step is searching for matching product category candidates from the products of RSS feeds. The final step is calculating similarities of the candidates with the target product category. From the experiments, we could get better recall rates that are suitable for e-commerce environments and the results show that our system is effective in product comparison.