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http://dx.doi.org/10.5934/KJHE.2011.20.6.1185

Understanding the Consumer Experience in Retailing Channel Using Critical Incident Technique  

Choi, A-Young (Dept. of Consumer Science, Seoul National University)
Rha, Ong-Youn (Dept. of Consumer Science, Seoul National University)
Publication Information
Korean Journal of Human Ecology / v.20, no.6, 2011 , pp. 1185-1198 More about this Journal
Abstract
This research explores the consumers' experience in retailing channel(offline channel and online channel) using the critical incident technique. This research aims to clarify the common incidents within retailing channels which implies decisive factors over the channels, and to clarify the contrasts between channels to compare advantages and disadvantages. Therefore, the research is designed to collect the consumers' narrative of those who have used both channels in 3 months. Classifications are conducted with other researchers majoring consumer science. The results address how impressive experiences are constructed on each channel in three dimensions: product, information search, and the purchase-service dimension. These results are able to provide implications for offline and online retailers and directions for future research.
Keywords
retailing channel; online channel; offline channel; multichannel; CIT(critical incident technique);
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