Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Omni Channel Characteristics on Perceived Value, Attitude, and Intention of Consumers

옴니채널 특성이 소비자들의 지각된 가치와 태도 및 이용의도에 미치는 영향

  • Hong, Jung-min (Dept. of Fashion Design & Marketing, Seoul Women's University) ;
  • Shin, Su-yun (Dept. of Fashion Design & Marketing, Seoul Women's University)
  • 홍정민 (서울여자대학교 패션산업학과) ;
  • 신수연 (서울여자대학교 패션산업학과)
  • Received : 2017.12.26
  • Accepted : 2017.01.30
  • Published : 2018.02.28
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Abstract

This study investigated the characteristics of Omni Channel and examined the influence of them on consumers' perceived functional value and emotional value as well as the effect of perceived functional value and emotional value on user's intention of use through Omni Channel. To verify the research model, the questionnaire survey was conducted on 20's to 40's men and women residing in Seoul and the metropolitan area by convenience sampling. The number of copies used for data analysis was 696. To verify the research model, factor analysis, reliability analysis, and structural equation model analysis were performed using AMOS 20.0. First, Omni Channel characteristics consisted of four factors: instant connectivity, location-based provability, interactivity, and entertainment. Second, the instant connectivity, location-based provability and entertainment positively influenced functional value and emotional value; however, the interactivity was significant only to the emotional value. Third, consumers' perceived value of Omni Channel characteristics had a significant effect on attitude. Fourth, the more favorable the attitude toward Omni Channel is higher for the intention to use Omni Channel.

Keywords

References

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