• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.2
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• pp.1-18
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• 2020

The purpose of this study is to investigate the consumers' characteristics in terms of information source usage and purchase channel choice focusing on apparel purchasers in the multichannel retailing environment. The specific research objects are as follows: analyzing consumer's information source usage and purchase channel choice when buying their own clothing, examining the differences of consumers' characteristics according to the groups who are classified by their information source usages, and examining the differences of consumers' characteristics according to the purchase channel choice. The data was collected from adults over 20 years of age who had bought their own clothing within the last year. The questionnaire was carried out during September 2019, using a professional internet research panel, and 490 useful data sets were analyzed by utilizing descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and a Duncan-test using SPSS 21.0. The findings showed that there were also significant differences of consumers' characteristics which included age, gender, monthly clothing expenditure, purchase price, shopping value and perceived risk according to the consumer's information source usage and their purchase channel choice.

• Journal of Digital Convergence
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• v.14 no.7
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• pp.403-409
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• 2016

This study is a food shopping experience of omni-channel. Food threats and healthy living concerns bring different channels in led to increase reasonable way such as various demand. Omni-channels should be premised on understanding customer behavior as well as empirical user types in which considerations including the value of experience and understanding consumer behavior. Online survey result showed that, (1)offline food shopping, major retail store with quality, buy fresh food directly 2~3 times a month (2)online food shopping, e-commerce site with costs, buy fruits & nuts 2~3 times a month. After in-depth interview with eight high quality participants, I analyzed needs for food shopping experience in regard to the four steps food purchasing journey then derived a persona with integral value 'health' and 'diet'. It is classified into two types. One is the primary persona, family and health oriented, considering household money 'saving', and other is secondary persona, work and personal oriented, looking forward to 'automatic supply'. The result of this study provided an insight that help us explore ways to resolve function and services in the context of a healthy and balanced diet for improving food shopping experience of omni-channel.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.199-214
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• 2024

Until now, research on consumers' purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers' self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.

• The Journal of the Korea Contents Association
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• v.16 no.12
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• pp.707-723
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• 2016

The purpose of this study is to focus on the effects of different channel types of Word-of-Mouth on the product attitude. Additionally, the product involvement and gender are considered as moderating variables. The results of this study show that different word-of-mouth channel types have different effects on the product attitude, that is, off-line has more influence than on-line does. Also the product involvement moderates the relationship between the channel types of word-of-mouth and the product attitude, while the gender does not. The results imply that while building the word-of-mouth marketing strategy, companies should not only pay attention to the on-line media channel, but lay importance on the off-line communication channel.

• Information Systems Review
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• v.20 no.4
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• pp.59-78
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• 2018

With the advent of the various device types and marketing communication, customer's search and purchase behavior have become more complex and segmented. However, extant research on multichannel marketing effects of the purchase funnel has not reflected the specific features of device User Interface (UI) and User Experience (UX). In this study, we analyzed the marketing channel effects of multi-device shoppers using a unique click stream dataset from global online retailers. We examined device types that activate online shopping and compared the differences between marketing channels that promote visits. In addition, we estimated the direct and indirect effects on visits and purchase revenue through customer's accumulated experience and channel conversions. The findings indicate that the same customer selects a different marketing channel according to the device selection. These results can help retailers gain a better understanding of customers' decision-making process in multi-marketing channel environment and devise the optimal strategy taking into account various device types. Our empirical analyses yield business implications based on the significant results from global big data analytics and contribute academically meaningful theoretical framework using an economic model. We also provide strategic insights attributed to the practical value of an online marketing manager.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.2
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• pp.171-181
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• 2020

As expanding marketing channels via social media, a small number of ordinary people have played a role in the information disseminator on social media. Therefore, this study aims to propose efficient social media marketing operation strategies by analyzing the influence relationship from various prospective on beauty channel social media marketing This study examined how beauty channel social media experience affects satisfaction and purchase intend. The components of social media experience were divided into entertainment, interaction, trendiness, usefulness for analysis. Social media experience was confirmed as a factor having significant effect on satisfaction and purchase intend. As a result, the social media experience had a significant effect on the satisfaction and purchase intend and the influence relationship of social media experience on each component was found to be entertainment, usefulness. Also, the expertise of beauty influencers had a significant influence on satisfaction and purchase intend. It is expected that the study results would be available as important data for beauty influencer-based marketing. This study attempted to search for a marketing stratege plan for efficient consumer management and derive and suggest practical implications.

• 한국벤처창업학회:학술대회논문집
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• 2019.04a
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• pp.37-43
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• 2019

본 연구에서는 귀농 귀촌인들이 성공적인 정착을 할 수 있는 계기를 마련하고자 '소셜미디어' 활용 사례를 연구하였다. 연구를 위해 귀농 귀촌 현상을 살펴보고 소셜미디어의 중요성을 알아보았다. 귀농 귀촌인 대상을 선정하여 인터뷰를 진행하였으며 필립코틀러의 마켓4.0의 5가지 마켓경로(인지, 호감, 질문, 행동, 옹호)와의 연관성을 사례분석을 통해 살펴보았다. 연구결과로 첫째, 귀농 귀촌인이 직접 재배하는 친환경 농산물을 성공적으로 판매할 수 있었던 주요 원인은 다음과 같다. 첫째, 소셜미디어를 적극적으로 활용했다. 둘째, 계절마다 농산물을 재배하고 수확하는 과정을 체험할 수 있는 프로그램을 운영하여 농산물에 대한 만족도를 높였다. 셋째, 현장체험 및 농산물의 사용 후기, 가격 등을 다양한 채널에서 검색을 가능하게 했으며 각 채널마다 고객과의 소통을 원활하게 했다. 넷째, 소셜미디어 운영에 있어 지속적으로 새로운 콘텐츠를 노출하여 연속적인 구매활동을 유도했다. 다섯째, 구매 후기를 활용하여 재구매를 유도했다.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.93-96
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• 2018

통계청 자료에 따르면 지난해 자영업 폐업률은 전년 대비 10.2% 포인트 높은 87.9%를 기록했다. 자영업 4개 업종인 도소매업, 음식, 숙박업은 지난해 48만 3985개가 새로 생겼으며 반면 42만 5203개가 문을 닫았다. 2018년 8월 통계청 자료에 따르면 온라인쇼핑 거래액은 전년 동월 대비 19.6% 증가했고, 모바일쇼핑 거래액도 모바일 이용 확산과 간편 결제 서비스 발전 등에 힘입어 전년 동월 대비 29.7% 증가하였다. 본 연구에서는 소매업인 온라인 쇼핑몰은 매년 20%대의 성장률을 보이고 있는 점에 주목해서 온라인 쇼핑몰의 매출 성과와 연관이 있는 방문 의도에 미치는 변수를 연구하고자 한다. 해마다 판매자가 증가하고 있는 온라인 쇼핑몰 업계는 치열한 경쟁과 늘어나는 마케팅 비용을 감당하지 못해 폐업의 수순을 밟고 있는 경우가 많다. 온라인쇼핑 운영자들이 하고 있는 대표적인 마케팅 방법인 블로그, 키워드 검색광고, SNS 채널 마케팅이 온라인 쇼핑몰의 방문 의도에 얼마나 영향을 미치고 있는지 연구 조사하고자 한다. 특히 온라인 쇼핑몰에 방문하는 사람들의 개인적 특성인 충동구매 성향, 다양성 추구 성향, 자기조절 성향을 조절 변수로 하여 개인 성향에 따라 각 독립변수들과의 방문 의도 상관관계를 알아보려 한다. 독립변수들이 방문 의도와의 관계를 실증 분석하여 온라인쇼핑몰의 준비하는 예비창업자나 기창업자들에게 보다 지속적인 기업성장과 매출성과에 도움이 되고자 한다.

• Digital Contents
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• no.12 s.151
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• pp.72-75
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• 2005

요즘 홈쇼핑 채널에선 ‘ 네비게이션’판매를 참 많이 하고 있다. 주5일근무제가 되면서 주말에 여가를 즐기는 많은 사람들이 여행의 필수품처럼 네비게이션을 구매하고 있는것. 이렇게 우리가 심심치 않게 볼 수 있는 네비게이션은 텔레매틱스의 한영역이다. 우리생활속에 있는 텔레매틱스 서비스에 대해 알아보고자 한다.

• Proceedings of the Korean DIstribution Association Conference
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• 2000.10a
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• pp.1-13
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• 2000

공급 사슬 관리 (Supply Chain Management, 이하 SCM)란, 원자재를 구매하여(Buy), 완제품을 생산하고(Make), 이를 유통 채널을 통하여 운송/보관하며(Move/store), 최종 소비자에게 판매하는(Sell)데 포함되는 비즈니스 네트워크를 다룹니다. (중략)