• Journal of Fashion Business
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• v.9 no.3
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• pp.134-149
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• 2005

Although Internet retailing is becoming a viable channel for apparel retailing, consumers are still reluctant to use Internet for apparel purchasing because at their concerns at Internet security and the difficulties at virtual shopping in unfamiliar shopping environment. The purpose at this study is to examine the nature at perceived risk associated with Internet apparel shopping and risk-reduction strategies used by Internet apparel shoppers. The data were collected via an online survey by a online research company. A total at 4,254 Internet users participated in this survey. Among these Internet users, 1,146 respondents had previous shopping experience in Internet shopping. Within this group, 195 were Internet apparel information seekers, and 589 were Internet apparel purchasers. Descriptive statistics, analysis of variance, and t-test were used to analyze the data. The perceived risks and risk-reduction strategies used by Internet apparel no-interest shoppers, Internet apparel information seekers (browsers), moderate Internet apparel purchasers, heavy Internet apparel purchasers were examined and compared. The results indicated that these tour groups were significantly different in apparel related risk, performance risk, and privacy risk. Internet purchasers tend to perceive more apparel-related, performance, and privacy risks than others. The results also indicated that these tour groups were significantly different in their opinions of risk-reduction strategies.

• Journal of Distribution Science
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• v.21 no.7
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• pp.91-104
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• 2023

Purpose: In the past decade, Scholars, think tanks, and policymakers have had rich discussions about omnichannel distribution science. However, despite the growing body of research in this area, there is currently no universally accepted definition of what exactly an "omnichannel consumer" consists of and what the most relevant drivers are. This study aims to synthesize the empirical evidence surrounding omni-channel consumer research and its management. Additionally, we demonstrate how omnichannel consumer research has emerged from different theoretical perspectives and disciplines. Research design, data and methodology: Using the Systematic Literature Review method and searching the CNKI, Web of Science, and Scopus databases for 130 articles, the study analyzed the current state of omnichannel consumer research and categorized and summarized the findings in the literature. Results: This study analyzes the current state of omnichannel consumer research and categorizes the findings in the literature and identifies four research areas: consumer behavior, consumer experience, consumer sentiment dimensions, and consumer segmentation. Conclusions: This literature review offers the first comprehensive and systematic overview of "Chinese omnichannel consumers." It not only highlights the most critical research trends discussed in existing studies, but also outlines the expected direction of future research, which provides the basis for understanding omnichannel consumer research.

• Fashion & Textile Research Journal
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• v.16 no.5
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• pp.730-744
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• 2014

With advances in QR code, mobile is becoming one of important channels in the fashion retail industries. This study attempts to understand the importance of QR code utilization in creating multi-channel business model. Study objectives are to classify types of multi-channel retailing by QR code utilization and to explore the role of QR code technology in strategic marketing elements for types of multichannel retailer. As an exploratory approach, a total of 78 news articles regarding QR code issues were reviewed and analyzed by focusing on 48retailers seleted in this study. The results found seven dimensions of QR code marketing strategies: abundant product information, additional information contents, transaction accessibility, connectedness to channels, location based service, loyalty program and multimedia advertising. Based a combination of channels and level of mobile apps' activation, multichannel retailers utilizing QR code technology were classified into four types; bricks-click-active mobile model, bricks-click-inactive mobile model, bricks-click model, and click-active mobile model. There were differences of using QR code marketing strategies among multichannel models. According to results, for bricks-and-mortar retailers, QR code was critical to integrate shopping experience with merchandise or sales promotions across channels. In addition, for non-store retailers, the QR code utilization was successful in expanding mobile channels, which can promote retail sales by a two-way interaction with customers via the mobile apps.

• Fashion & Textile Research Journal
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• v.22 no.3
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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.

• Asia Marketing Journal
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• v.17 no.2
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• pp.97-125
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• 2015

In this study, we tried to evaluate the relative importance and find out the differences in consumer perceptions regarding service recovery strategies and the service provider in the distribution industry by using AHP (Analytic Hierarchy Process) analysis method. Therefore in this study, we tried to systematize various recovery strategies which were considered very important during service failure process in the distribution industry and analyze the relative importance for each recovery strategy. We set hierarchy composed of four items of monetary, action-oriented, psychological, and assured level as primary selection criteria and a total of 16 items(indemnity, refund, gift, gift certificate, prompt resolution, exchange, manager support, explanation, apology, empathy, acknowledge, kindness, assortment, after service, manage subcontractor, manage employee) as secondary selection criteria. We tried to take one step further from the service sector and study service recovery strategies specialized in distributor services. This study suggests various implications about service recovery strategies of distributors. First, this study can provide practical implications - e.g. service recovery efforts should be applied differently depending on service channels. There is a perceptual difference with respect to the importance of the types of service recovery strategies between service provider and final customer. Second, we can find theoretical implications in terms of identifying the priorities through hierarchy design of new recovery strategies and comparison of each element from the classifications of the current fractional recovery strategies. We hope to help service providers to build more efficient recovery strategy system based on the results of this study.

• Journal of Fashion Business
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• v.20 no.6
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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.

• Journal of Korean Ophthalmic Optics Society
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• v.9 no.1
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• pp.43-51
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• 2004

The purpose of this study was to investigate the present business management strategy of optician's stores for their improvement and development so that they directly related to consumers in the sale channel of eyeglasses are retailing business. For this purpose, it attempted to investigate the present state and business management problem of optical stores in korea. We wish to present problem and improvement direction on optician's stores condition and administration management, and show useful operation method in optician's stores.

• Journal of Distribution Research
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• v.9 no.1
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• pp.1-24
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• 2004

As the dot-com companies realize the importance of the traditional business operations such as product distribution and sourcing, the task of balancing business strategy and operations between electronic commerce and"bricks St mortar"channels is an ongoing challenge. However, there are no generic recipes for formulating business strategy that optimally bridges the physical and virtual operations. In order to provide some guidelines, this study examines the big 3 retailers in Korea, and their"clicks ＆ mortar"strategy, assessing how the activities of each channel are integrated to achieve the synergy effect. This study analyzes the differences in the pattern of integration among the three retailers and traces the causes of those differences. It also figures out the relationship between the degree of integration and performance variables such as growth and cost. Finally. it defines the essential constraints on the process of integration along with managerial implications.

• Journal of Distribution Research
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• v.10 no.1
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• pp.33-57
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• 2005

After 1990's, many multi-level marketing companies lave been introduced in Korea. These MLM companies operate their stores as same way as general retailing stores. The major characteristics of these MLM companys' store is that their main customers are distributors who sell the purchased merchandise to another customers. Many studies about merchandise display in general retailing stores were reported. But, there was less research about merchandise display in these special type stores such as MLM companys' stores. This paper investigates the effects of merchandise display on distributor's merchandise selection in channel flow of multi-level marketing company. For this purpose, we formulated four hypotheses about display variance in quantity, height, location, and related merchandise to analyze the effect of merchandise display methods in MLM companys' stores. The experiment had been proceeded in three stores in a MLM company for 6 weeks and the sales data were collected by POS. The methods to analyze the data were used ANOVA and T-test. Findings of this study are as follows; First, there was no effect to store sale by the interaction effect between merchandise display method and scale of store. Second, scale of store affected considerably the volume of sales of each store according to main effect analysis. Third, display variance in quantity, height, and location did not affect store sale. In the related merchandise display, however, sale in all store was increased. Fourth, in additional analysis considering merchandise display only, display variance in both height and location affected their sale in large scale store. Based on the above results, we may predict merchandise display can affect sale in MLM companys' store as well as general retailing stores. Therefore if MLM company has large scale store, it should consider merchandise display methods in its stores.

• The Journal of Industrial Distribution & Business
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• v.10 no.8
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• pp.45-53
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• 2019

Purpose - The purpose of this study was to clarify the factors to make an exclusive importation contract between foreign fashion brands and local retailers for successful business in Korea. Even though imported fashion brand market shows stead increasing in terms of sales amount, the number of store related study was very rare in fact. Meanwhile, as long as this business is glowing a lot of brands are suffering from bad business performance or getting in ruins thus these problems result in foreign currency loss. The local marketers therefore, strongly expect to know the solution for this matter. Research design, data, and methodology - For the qualitative research, 10 experts who are operating foreign brands with an exclusive contract at a department store or at duty free shop now and who had at least over 10 years of related working experience were included. The factors for the exclusive importation contract with foreign brands were drawn up through the one-to-one in-depth interview method from September 3, 2017 to January 15, 2018. The expert group for the validity analysis includes 2 professors and 5 postgraduate students. Results - As a result of qualitative study on the factors for imported fashion brand's launching with the exclusive importation contract, it turned out that there were 5 factors - safety, profitability, reliability, speed and global retailing. Safety, profitability, and reliability have been mentioned in most related surveys but some details are added and speed and global retailing have been newly highlighted and many unknown legal issues that it was not easy to get form common academic research are included. Speed simply means quick lead time and global retailing means stores where located in other countries. Conclusions - The reason that qualitative research should be done before the quantitative research is due to the scant theoretical background for this matter. Because the market of an imported fashion brand is steadily increasing, determining the factors to make exclusive importation contract is very meaningful from the point of academic and business. After this study, many marketers may get basic conditions to apply for real business and I hope the following quantitative research will give more effective results. The next study also will have extended range concerning industry area, product and distribution channel.