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http://dx.doi.org/10.12812/ksms.2017.19.2.173

The Effects of Consumer Characteristics Using Online Shopping on Omni-Channel Strategy  

Oh, Hyung-Sool (Department of Industrial & Management Engineering, Kangwon National University)
Cho, Su-Yeon (Department of Industrial & Management Engineering, Hanyang University)
Yoo, Jung-Sang (Department of Industrial & Management Engineering, Gachon University)
Kwon, Ik-Whan G. (St. Louis University)
Publication Information
Journal of the Korea Safety Management & Science / v.19, no.2, 2017 , pp. 173-180 More about this Journal
Abstract
Omni-channel strategy is an innovative paradigm for integrated information distribution of inventory, sales, operations, marketing, delivery, pickups and returns in supply chain management. Recently the distribution strategy faces new challenges with the advent of mobile distribution channels. Social media with countless apps imposes additional stress on supply chain operations. Due to these changes, distribution network in supply chain is changing naturally and rapidly from multi-channel to omnni-channel platform. Recently numerous domestic distributors establish and adapt this new supply chain optimization tool as a part of seamless flow of movements of goods from one channel to other channels. The objective of this paper is to present a preliminary findings on how omnni-channel affects the supply chain management. A survey is used to ascertain in the degree of omnni-channel implementation and statistical evidence is provided to test sets of hypothesis. The results of the questionnaire showed that consumers' purchasing styles differed by gender, age, purchase purpose, and product type. In particular, women consider purchasing experience in omni-channel to be important. As food and household goods can be conveniently shipped, consumers prefer online purchasing it. Conversely, consumers tend to favor omni-channel strategy in connection with offline experience in IT products.
Keywords
Multi-Channel; Omni-Channel Strategy; Online to Offline Service; Online Shopping;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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