Browse > Article
http://dx.doi.org/10.7741/rjcc.2016.24.6.803

Influences of channel assessment on the usage levels of multi-channels by product category in decision making process for purchasing fashion products  

Park, Sung Ryul (Dept. of Clothing & Textiles, Kyung Hee University)
Kim, Mi Sook (Dept. of Clothing & Textiles, Kyung Hee University)
Publication Information
The Research Journal of the Costume Culture / v.24, no.6, 2016 , pp. 803-816 More about this Journal
Abstract
The purposes of this study were to investigate the influences of channel assessments on the usage of multi-channels by product types, and the differences in the usage of multi-channels among product types in buying decision making process for fashion products. Data were collected from 510 consumers in their 20s to 50s with purchasing experiences through multi-channel distribution system and living in Seoul and Kyunggi province; 491 were analyzed after deleting incomplete questionnaires. Factor analysis, multiple regression analysis and one-way ANOVA were used for statistical analysis by using SPSS 18.0. The results were as follows: 5 factors were extracted for channel assessment: utility, accuracy, risk, price benefit and sharing information. Price benefits, utility and sharing information for online channel tended to influence positively on the usage of online channel and online+offline channels. Accuracy and low perceived risk of offline influenced positively on offline and on+offline channel usages. The usage levels of on-line and off-line channels for cosmetics were significantly lower than the usage levels for clothes and accessories on information search, evaluation of alternatives, and purchase stages. Significant differences were also found in the usage levels of multi-channels (on+off-line) on information search and evaluation of alternatives stages. The usage levels of the multi-channels for clothes were the highest followed by those of accessories and cosmetics in order.
Keywords
multi-channel; buying decision making process; channel assessment; product category;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Oh, F. (2015c, October 15). 쇼루밍.역쇼루밍, 자세히 들여다보면 모루밍.역모루밍 [Mobile is the center of crossover shopping]. Kantar Worldpanel, Retrieved October 20, 2016, from http://mkt.kantarworldpanel.com/Asia/Korea/Press/2015/151015_Press_Morooming.pdf
2 Park, J. Y., Chung, S. J., & Jeon, Y. J. (2012). A study on intention to use and word-of-mouth for fashion social network service. Journal of the Korean Society of Clothing and Textiles, 36(1), 36-45. doi:10.5850/JKSCT.2012.36.1.36   DOI
3 Pascale, M. (2000). Online catalogers, spending more, making more, bringing more in house. Catalog Age, 6, 8-13.
4 Solomon, M. R. (2013). Consumer behavior: Buying, having, and being (10th ed.). London: Pearson.
5 Song, M. R., & Yeo, J.-S. (2001). The adoption of internet in consumer decision making. Journal of Consumer Studies, 12(2), 119-141.
6 Stone, M,, Hobbs, M., & Khaleeli, M. (2002). Multichannel customer management: The benefits and challenges. Journal of Database Marketing & Customer Strategy Management, 10(1), 39-52. doi:10.1057/palgrave.jdm.3240093   DOI
7 Zhang, T. X. (2013). Multichannel selection behavior on decisions making process for purchasing fashion products as determined by consumer characteristics. Unpublished master's thesis, Kyung Hee University, Seoul, Korea.
8 Dholakia, R, R., Zhao, M., & Dholakia, N. (2005). Multichannel retailing: A case study of early experiences. Journal of Interactive Marketing, 19(2), 63-74. doi:10.1002/dir.20035   DOI
9 Choi, H. J. (2007), Online-offline store selection according to consumer's characteristics: Centering around product attributes, consumer's personality, perceived time pressure. Unpublished master's thesis, Chung-Ang University, Seoul, Korea.
10 Chung, I. H. (2014). Multi-channel behavior for fashion product purchases and the difference of perceived risk by channel type: The case of college men and women. Journal of the Korean Society of Clothing and Textiles, 38(2), 277-292. doi:10.5850/JKSCT.2014.38.2.277   DOI
11 Frazier, G. L. (1999), Organizing and managing channels of distribution. Journal of the Academy of Marketing Science, 27(2), 226-240. doi:10.1177/0092070399272007   DOI
12 Hong, J. (2004). Factors driving consumers' Internet shopping: An empirical investigation by product types. Korean Journal of Consumer and Advertising Psychology, 5(3), 63-97.
13 Jang, J.-I. (2004). Selection of on-line and/or off-line channels of the consumers during the purchase decision making process for apparel. Unpublished master's thesis, Seoul National University, Seoul, Korea.
14 Ju, H. (2014). An exploratory research on online/offline cross-channel shopping behaviors of customers in multi-channel environment. Unpublished doctoral dissertation, Chung-Ang University, Seoul, Korea.
15 Lee, J. S., Jung, S. H., & Shin, M. K. (2012). A study on multichannel consumer's choice of the information search and shopping channel. Journal of Consumption Culture, 15(3), 21-45.
16 Kim, J.-Y. (2015). Analysis of multichannel choice behavior based on apparel items: Comparison between Korean and US consumers. Fashion & Textile Research Journal, 17(6), 919-931. doi:10.5805/SFTI.2015.17.6.919   DOI
17 Korea Broadcast Advertising Corporation. (2005). 2005 Media & consumer research. Seoul: Korea Broadcast Advertising Corporation.
18 Korea Chamber of Commerce and Industry. (2016). 2015 유통산업 통계 [Distribution industry statistics]. Seoul: Korea Chamber of Commerce and Industry.
19 Li, L. (2013). Cross-cultural comparison of Korean and Chinese multichannel consumer: Consumers' on-off channel usage for information search and purchase by products. Unpublished doctoral dissertation, Seoul National University, Seoul, Korea.
20 Lee, J.-M., & Rha, J.-Y. (2012). Consumers' channel choice and channel positioning in multichannel environment. Journal of Consumer Policy Studies, 41, 143-169.
21 Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329.   DOI
22 Oh, F. (2015a, May 6). 한국 소비자 27%, 오프라인+PC+모바일 모두 이용하는 멀티채널쇼퍼 [27% of Korean Consumer is multi-channel shopper using all of the offline+PC+mobile]. Kantar Worldpanel, Retrieved October 20, 2016, from http://mkt.kantarworldpanel.com/Asia/Korea/Press/2015/150504_Press_KoreanShopper27per.pdf
23 Oh, F. (2015b, October 8). 국내 소비자 59%가 쇼루머, 온라인 장보기 지출액 가장 크다 [59% of Korean Consumer is showroomer speding the most through on-line shopping]. Kantar Worldpanel, Retrieved October 20, 2016, from http://mkt.kantarworldpanel.com/Asia/Korea/Press/2015/151008_Press_ShowroomerOnlineShopping.pdf