Journal of Distribution Research (한국유통학회지:유통연구)
- Volume 12 Issue 3
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- Pages.69-90
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- 2007
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- 1226-9263(pISSN)
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- 2383-9694(eISSN)
Factors Influencing Buyers' Choice of Online vs. Offline Channel at Information Search and Purchase Stages
정보탐색과 구매 단계에서 온라인과 오프라인 채널선택의 영향요인
- Kim, Sang-Hoon (College of Business Administration, Seoul National University) ;
- Park, Gye-Young (Customer Focus Team, CJ Home Shopping) ;
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Park, Hyun-Jung
(College of Business Administration, Seoul National University)
- Published : 2007.07.31
Abstract
This study is set out to investigate the factors that influence customers' behavior of choice and switching between online and offline channels, separating the purchase decision into two stages, i.e., information search and purchase. Factors influencing channel choice are found to differ from stage to stage. The main results of this study are as follows. At the information search stage, customers' channel knowledge had impacts on the choice of the channel. Customers are more likely to visit offline bookstores when they have hedonic shopping orientation and higher involvement level with books. On the contrary, customers are more apt to search online when they have a lot of online shopping experiences. At the purchase stage, the results varied according to the search channel. When customers search for information online, the following variables lead to online purchases: online shopping experiences with books, price-focused shopping orientation, and time availability for shopping. Perceived risk made customers purchase offline even though they searched online. In case of offline searching, customers with more convenience-focused, hedonic-focused shopping orientation and less tim availability purchased offline.
본 연구는 소비자의 구매과정을 정보탐색 및 구매결정 단계로 나누어 각각의 단계에서 소비자가 온라인 또는 오프라인 채널을 선택하는 행동에 영향을 주는 요인을 분석하였으며 어떤 요인이 채널 전환(온라인 탐색
Keywords
- choice of channel;
- online vs. offline;
- information search stage;
- purchase stage;
- consumer decision making
- 채널선택;
- 온라인 대 오프라인;
- 탐색단계;
- 구매단계;
- 소비자의사결정;