• Journal of Digital Convergence
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• v.15 no.10
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• pp.183-191
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• 2017

This study tries to explain the relationships among omni-channel service characteristics, utilitarian/hedonic shopping value, and reuse intention. We derive instant connectivity, localization, consistency, integration, privacy risk as omni-channel service characteristics from previous studies and collect data from 190 omni-channel service users. The major findings are as follows. First, localization, consistency, and privacy risk have a significant effect on utilitarian shopping value but no significant effect on hedonic shopping value. Second, instant connectivity and integration have a positive effect on both utilitarian and hedonic value. Third, utilitarian and hedonic shopping value have a positive effect on reuse intention. This study extends the scope of omni-channel consumer behaviors by focusing on multi-dimensionality of shopping value. The results of this research can provide useful implications for practitioners to build successful strategies on omni-channel service.

• Journal of Service Research and Studies
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• v.8 no.3
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• pp.97-114
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• 2018

This study was intended to empirically examine the influence that the omni-channel brand experience would have on omni-channel brand relationship formation and achievements. All hypotheses were adopted, except for 1 hypothesis(Hypothesis 5), among 12 hypotheses. Specific results were as below: First, omni-channel brand experience had a positive(+) influence on brand trust(Hypothesis 1), brand identification(Hypothesis 2), and consumer-brand relationship(Hypothesis 3) as a whole. The brand trust had a positive(+) influence on brand identification(Hypothesis 4), but did not have statistically significant influence on consumer-brand relationship(Hypothesis 5). Meanwhile, brand identification had a positive(+) influence on consumer-brand relationship(Hypothesis 6). Second, consumer-brand relationship had a positive(+) influence on re-purchase intention(Hypothesis 7), word-of-mouth intention(Hypothesis 8), and brand extension acceptability(Hypothesis 9) as a whole. Finally, omni-channel brand showed the following relationship with and achievements. re-purchase intention had a positive(+) influence on both word-of-mouth intention(Hypothesis 10) and brand extension acceptability(Hypothesis 11) while word-of-mouth intention had a positive(+) influence on brand extension acceptability. The results of this study may provide theoretical and practical implications for marketing managers' understanding and strategy planning in connection with consumer experience and relationship formation promoted recently by omni-channel brands of distribution companies.

• Journal of Digital Convergence
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• v.17 no.5
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• pp.157-165
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• 2019

The objective of this study is to identify the relationship between tourists' intention upon UTAUT and purchase intention on tourism omnichannel considering moderating effect of trust and purchase propensity. As the results, 1) there are partially significant and positive relationship between tourists' intention and purchase intention. There are partially significant and positive moderating effect of 2) trust and 3) purchase propensity upon the relationship between tourists' intention and purchase intention on tourism omnichannel. In order to increase the purchase intention of diversified customers, it is necessary to secure the reliability of OmniChannel which integrates the on-off line, for the future, more in-depth study of purchase propensity of tourism omnichannel should be needed.

• Korea Trade Review
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• v.43 no.1
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• pp.131-152
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• 2018

This study evaluates the potential by Chines region for entry of Korean logistics companies and retailers. The variables affecting e-commerce business and retail sales concerning the Chinese omni-channel market were extracted from a thorough literature review. Empirical analyses for variables based on 31 regions in China were performed. Results show that e-commerce is affected by disposable income and internet traffic and that retail sales are affected by urban and rural population, GRDP and urbanization. In addition, we performed variance decomposition analysis in order to estimate responses of logistics GDP(transport, storage and communication) and the number of Chinese mobile users. Exogenous shocks to logistics GDP and the number of mobile phone users play a strong role in explaining the forecast error of express service variance over time. Based on our results, we suggest 7 potential regions(Guangdong, Jiangsu, Zhejiang, Beijing, Shanghai, Liaoning and Shandong) as well as managerial implications for entry into China for logistics companies and retailers.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.1
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• pp.710-716
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• 2016

Business is changing to Omni channel services for connecting customer and commerce enterprise anytime and anywhere continuously through the growth of IoT technology. This paper proposes a Mobile Service Architecture, which can provide an Omni channel, for activating O2O(Online to Offline) business to induce customers to visit offline stores through online services. A proposed Mobile Service Architecture proposes a Dynamic Architecture that can provide the specialized service using a Customization service when the service is provided to customers. The proposed Dynamic Mobile Service Architecture consists of a beacon sensor and customization framework. In the case study, the suitability of the Dynamic Mobile Service Architecture was verified by providing a dynamic coupon and advertisement service.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.21 no.2
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• pp.373-378
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• 2017

While on-line shopping markets are growing, consumer's procurement processes are being confused regardless of on or off line market and, smart consumers who want intelligent tailored services have emerged. Depending on the changeable pattern of consumer, most of related companies provide various Omni channel and O2O service. However, reactions of the fashion companies are tend to be late. Recently, the IoT environment has changed to standards-based open platform and it requires a variety of intelligent services depending on the type of environment and objects. This thesis proposes fashion O2O system using smart fitting display that is adaptable to fashion companies. This proposed system provides fitting information which is performed on off-line by users after constructing the database, it also support the works as on-line status, thus, it makes users' procurements to maintain continuously. For the more, customer oriented intelligent fitting service would be expected by the information connection with the shop and delivery systems.

• Journal of the Korea Convergence Society
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• v.7 no.5
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• pp.161-167
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• 2016

Distribution channels are changing its industry paradigm from quantitative increase to qualitative improvement. In addition, it incorporates new characteristics and consumption tread of customers and the core value of service is developing focused around on online to offline (O2O) business model of omnichannel. In this respect, companies are integrating various distribution channels and in order to provide high content business service to customers, their interest in finding a new business strategy is increasing. Currently, most of the service being provided to customers are formed based on distribution structure centered around big companies and financial industry and the problems faced by small to medium and micro enterprises, which are expansion and improvement of channels, discovery of new distribution channels and finding O2O marketing strategy, can be said as very important task. Accordingly, this research purports to create added values which can serve as the driving force of growth of "creative economy" by improving distribution channels in which anyone who incorporates needs of smart consumers can enter into the smart commerce market and to further form sustainable win-win market that is strategic through business platforms for small to medium and micro enterprises therefrom.

• Journal of Information Technology Services
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• v.18 no.4
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• pp.23-38
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• 2019

With the development of information and communication technology, logistics distribution systems and services have been improved, new types of services have been provided, and consumption patterns in consumer markets have also changed. In the domestic distribution market, the development of ICT technology, the spread of smart devices, and the growth of the e-commerce market have led to Omni-channel, a service that integrates offline channels and online channels. Omni-channel service aims to provide consumers with consistent and convenient service by integrating offline and online domain into one. Consumers can get integrated service on and offline. In this study, consumers' intention to use Omni-channel was examined by Self Determination Theory and SERVQUAL. The survey was conducted on Omni-channel user and the research model was composed of 2^nd order factor model considering the characteristics of Omni-channel which provides integrated service based on the prior literature and PLS-SEM (partial least squares structural equation modeling).

• The Research Journal of the Costume Culture
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• v.27 no.6
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• pp.553-568
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• 2019

This study examined motivation to use omni-channel services on mobile devices in fashion stores and the effects of such usage motivation on brand purchase intention through continuous and affective commitment. Data were collected on consumers in their 20s and 30s who experienced omni-channel services during shopping for or purchasing fashion products. An online survey asked 413 consumers to rate their brand purchase intention. Sub-levels of each variable were examined using SPSS 25.0, followed by confirmatory factor analysis using AMOS 19.0. In addition, path analysis using structural equation modeling was applied to analyze associations between variables. The statistical results were mixed. First, only two dimensions of usage motivation for omni-channel services, hedonic and relational motivation, had positive effects on continuous and affective commitment. Second, continuous commitment had a greater effect on purchase intention of brands that provided omni-channel services than it did on affective commitment. Third, of the dimensions of usage motivation, utilitarian motivation had a direct influence on purchase intention in the modified model, while social motivation did not affect service commitment and purchase intention. Finally, our findings suggest that brand loyalty can be built by encouraging service commitments through hedonic and relational motivation, based on the usability of omni-channel services.

• 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.