• Journal of Distribution Research
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• v.12 no.3
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• pp.69-90
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• 2007

This study is set out to investigate the factors that influence customers' behavior of choice and switching between online and offline channels, separating the purchase decision into two stages, i.e., information search and purchase. Factors influencing channel choice are found to differ from stage to stage. The main results of this study are as follows. At the information search stage, customers' channel knowledge had impacts on the choice of the channel. Customers are more likely to visit offline bookstores when they have hedonic shopping orientation and higher involvement level with books. On the contrary, customers are more apt to search online when they have a lot of online shopping experiences. At the purchase stage, the results varied according to the search channel. When customers search for information online, the following variables lead to online purchases: online shopping experiences with books, price-focused shopping orientation, and time availability for shopping. Perceived risk made customers purchase offline even though they searched online. In case of offline searching, customers with more convenience-focused, hedonic-focused shopping orientation and less tim availability purchased offline.

• Journal of Digital Convergence
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• v.11 no.12
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• pp.245-256
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• 2013

This study illustrates factors that determine consumer types based on ways in which they alternate between online and offline channels for searching and eventually buying their desired products. This study conducted an online survey targeting 1,040 consumers. As per the study, consumer types fall into five groups: 1) on-on type(online search${\rightarrow}$online buying), 2) off-off type(offline search${\rightarrow}$offline buying), 3) on-off type(online search${\rightarrow}$offline buying), 4) off-on type(offline search${\rightarrow}$online buying), and, 5) on-off-on type(online search${\rightarrow}$ offline search${\rightarrow}$nline buying). The primary factors that determine how the different consumer types switch between online and offline channels are price orientation, convenience orientation,, risk-aversion orientation, and channel familiarity. Although they feel cross-channel shopping can be cumbersome, the findings show that cross-channel consumers would gladly switch channels to buy cheaper and proven products. The findings of this study will be useful for businesses that have both online and offline channels and point out the theoretical aspects of the decision-making process as consumers switch between channels.

• The Journal of the Korea Contents Association
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• v.16 no.5
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• pp.428-439
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• 2016

It becomes undeniable trends that offline shopping stores operate their own online shopping stores too. The multi-channel shopping stores like this allow consumers to have much choices to shop from either offline channel or online channel. This trend, however, also opens new research issues. Especially, we have found from literature survey that a new research model is necessary for more in-depth study of the consumer behavior analysis in the multi-channel trends like this, where those constructs such as offline trust, uncertainty, switching cost, and individual negative emotion are considered. It is noted, especially in the multi-channel environments, that uncertainty and switching cost need to be considered, and that individual tends to feel negative emotion much more. By relying on 406 valid questionnaires, we obtained empirical results such that switching cost and offline trust have a positive effect on continuance intention, and uncertainty tends to increase switching cost. Individual negative emotion also affects continuance intention significantly.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.157-158
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• 2012

본 연구는 온라인 채널상에서 소비자의 구매의사결정이 어떠한 영향을 미치고 있는지 알아보기 위한 실증적인 연구조사이다. 온라인 채널의 가치를 담고 있는 채널자산에는 소비자의 이성적요인과 감성적요인이 영향을 미치고 있다. 이러한 요인들이 소비자의 브랜드 선호도와 브랜드이미지에 영향을 주어 궁극적으로 구매의도를 형성한다는 것을 규명하고자 하였다. 따라서 감성적인 요인이 온라인에 대한 애호도와 선호도에 유의적인 영향을 주는 것으로 밝혀졌고 온라인 이용자가 정보 수집을 추구하면서 단순히 정보탐색자체를 즐기기도 한다는 기존 연구결과를 재확인하였다. 또한 소비자의 감성적 요인이 브랜드 선호도와 이미지에 유의한 결과를 갖게 되어 인지-태도의 순도 가능하다는 것이 규명되었다.

• Information Systems Review
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• v.21 no.1
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• pp.61-90
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• 2019

From the digital perspective, customer journey and customer experience management are emerging as important issues for companies. While digital customer experience has become more important due to the recent surge in online sales of the home appliance products, customers' experience in online is not differentiated as offline-focused traditional methods are maintained. This study aims to analyze the characteristics and mutual influences of customer experiences at each stage of online purchase journey, and to explore the effects on the product repurchase intention, focusing on online purchasers of home appliance which are high-involvement products. As a result, both cognitive and affective experiences of the research phase directly affect satisfaction, whereas affective experience at the purchasing stage indicated indirect effects through cognitive experience. The experience of the research phase positively affects the next phase, the purchasing experience, and the experience of the purchasing phase leads to the intention to repurchase the product. However, it is also found that, depending on the choice of online channels, the experience of research phase may affect the product repurchase intention than the purchase experience.

• Science of Emotion and Sensibility
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• v.19 no.4
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• pp.41-54
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• 2016

Recently, in the arena of online shopping, the gap between offline channel and online channel tends to be narrowed significantly. Though previous studies also represent this trend, it still remains ambiguous how much offline trust has a significant influence on user's online shopping behaviors. Furthermore, those research issues such as how individual neuroticism, uncertainty, and transaction cost plays an important role in explaining user's online shopping satisfaction and continuance intention. In this sense, this study aims to organize a new research model including offline trust, uncertainty, transaction cost, satisfaction, and continuance intention. Especially, we are interested in investigating how much moderating effects the individual neuroticism possesses for the paths among the rest of constructs. By using 406 valid questionnaires, we found empirically that transaction cost affects user's online shopping continuance intention, but it has no influence on satisfaction. The individual neuroticism has full moderating effects on the paths on the rest of constructs included in the proposed research model.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.1
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• pp.147-159
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• 2021

After the 2020 Corona 19 pandemic, consumers' online consumption is increasing rapidly, and non-store online retail channels are showing high growth. In particular, social media is gaining its status as a social media market where direct transactions take place in the means of promoting companies' brands and products. In this study, changes in consumer behavior after the Corona 19 pandemic are different in choosing online shopping media such as existing online shopping malls and SNS markets that can be classified into open social media and closed social media when purchasing agri-food online. We tried to find out what type of product is preferred in the selection of agri-food products. For this study, demographic characteristics of consumers, perceived risk of consumers, and dietary lifestyle were set as independent variables to investigate the effect on online shopping media type and product selection. The summary of the empirical analysis results is as follows. When consumers purchase agri-food online, there are significant differences in demographic characteristics, consumer perception risks, and detailed factors of dietary lifestyle in selecting shopping channels such as online shopping malls, open social media, and closed social media. Appeared to be. The consumers who choose the open SNS market are higher in men than in women, with lower household income, and higher in consumers seeking health and taste. Consumers who choose the closed SNS market were analyzed as consumers who live in rural areas and have a high degree of risk perception for delivery. Consumers who choose existing online shopping malls have high educational background, high personal income, and high consumers seeking taste and economy. Through this study, we tried to provide practical assistance by providing a basis for judgment to farmers who have difficulty in selecting an online shopping medium suitable for their product characteristics. As a shopping channel for agri-food, social media is not a simple promotional channel, but a direct transaction. It can be differentiated from existing studies in that it is approached as a market that arises.

• 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.

• 한국벤처창업학회:학술대회논문집
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• 2020.11a
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• pp.191-195
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• 2020

네트워크 기술과 모바일 기기의 발전으로 인하여 사람들의 생활 패턴에 많은 변화가 나타나고 있으며 사회적 생산과 소비 행동이 세분화되고 있는 가운데 새로운 유통채널들이 나오고 있고 하나의 유통 트렌드로 자리를 잡아가고 있다. 또한 코로나19라는 사회적 영향으로 비대면 분야의 유통채널들이 두각을 나타내고 있는 가운데 기존의 1인 방송 위주였던 라이브 스트리밍 방식에서 이제는 라이브 커머스 스트리밍 이라는 새로운 유통채널로 자리 잡았다. 기존에 홈쇼핑과 온라인 쇼핑몰들이 단방향의 제품정보를 고객들에게 줬다고 한다면 이제는 라이브 커머스 스트리밍에서는 양방향 서비스로 고객과 소통하고 고객이 원하는 제품의 정보를 즉시 줄 수 있는 것과 마음에 드는 제품을 현장에서 바로 결제할 수 있다는 장점이 있다. 본 연구는 라이브 커머스 스트리밍의 방송 특성과 모바일의 서비스 특성에 대해 연구하고 구매만족과 재구매의도에 대한 연구를 하려고 한다. 방송 특성으로는 진행자의 능력과 고객과의 소통하는 상호작용성에 대해서 연구하고 모바일 서비스에 대한 특성에 대해서 연구를 하고 방송 특성과 모바일서비스 특성 중 어떠한 특성이 구매만족과 재구매의도에 영향을 미치는지에 대한 실증적인 연구를 하려한다.

• 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.