• 산업경영시스템학회지
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• 제43권1호
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• pp.50-60
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• 2020

The omni-channel customer system is the communication system between enterprise and customer via multiple channels such as mail, email, SMS, and mobile. The omni-channel customer system complements each other channel through the integration of each channel. The purpose of this research is to derive key factors and calculate the weights that a financial enterprise considers when adopting the omni-channel customer system. For this research, we analyzed the request for proposal documents used for the omni-channel customer system implementation projects in the financial enterprise. Also, we derived, classified, and stratified the key factors to be considered for the introduction of the omni-channel customer system in the financial enterprise. As a result of analyzing the key factors, customer experience, operations, and security were identified as the components of the top category in introducing the omni-channel customer system in the financial sector. Furthermore, the weight for each key factor was calculated by using ANP. As a result of ANP, operations, customer experience, and security were important in order. Also, the degree of easiness for connecting with other systems and the various abilities for representing the contents of the omni-channels were derived as the important key factors.

• Journal of Information Technology Applications and Management
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• 제28권1호
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• pp.111-121
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• 2021

The growth of online malls encourages the existing offline stores to manage their online stores or reinforce the purchasing service through related mobile applications (apps). This may seem to be the omni-channel strategy for connecting the existing customers to online shopping. This study, research on offline stores' acceptance of and satisfaction with smart phone apps, attempted to arrange some factors allowing consumers to be satisfied with such apps, and examine whether the satisfaction with the apps lead to that with the stores based on the EMTAM (Extended Mobile Technology Acceptance Model). In particular, the existing stores trying to enhance the omni-channel put on emphasis on the synergy between online and offline stores, rather than replace offline store with online ones. The results of an analysis showed that the factors influencing the satisfaction with apps included mobile usefulness (MU), mobile ease of use (MEOU) and mobile enjoyment (MEJ), and that the satisfaction with them had an effect on that with stores. On the basis of the findings, this study summarizes theoretical and practical suggestions.

• 한국IT서비스학회지
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• 제21권5호
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• pp.29-49
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• 2022

Consumers are now no longer satisfied with using a single channel to shop and then desire a smooth and consistent purchasing experience across channels. By integrating different channels and services, an omni-channel strategy allows consumers to choose their preferred channel to complete their shopping tasks. Therefore, large retailers in China have recently been transforming into omni-channel retail formats to secure their competitive advantage. To better implement this strategy and optimize its effectiveness, it is important to understand how consumers respond to the quality of channel integration. Based on social exchange theory (SET), the main purposes of this study are to explore the impact of channel integration quality on consumer engagement in the Chinese omni-channel retailing environment and to further examine whether there is a moderating effect of consumer empowerment on this relationship. To test this research model, we collected data from 330 respondents by conducting an online questionnaire in China. The results indicated that the two dimensions of channel integration (breadth of channel-service choice and transparency of channel-service configuration) positively affected two dimensions of customer engagement (conscious attention and enthusiastic participation), respectively. The findings also show that consumer empowerment only positively moderates the relationship between breadth of channel service choice and conscious attention, whereas it negatively moderates the relationship between transparency of channel-service configuration and conscious attention/enthusiastic participation. Given these results, this study deepens our understanding of the impact of the quality of channel integration on customer engagement in the context of omni-channel retailing in China and sheds light on how retailers can attract consumers with different levels of empowerment.

• 디지털융복합연구
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• 제13권8호
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• pp.133-144
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• 2015

융 복합 시대 도래로 인한 옴니 채널 환경에서 기술적 및 관리적 정보보안대책 확충과 더불어 기업구성원의 자발적 참여를 통해 정보보안대책이 효과적으로 실행되는 것이 매우 중요하다. 이러한 맥락에서 기업구성원이 정보보안대책 인식 이후 자발적으로 조직시민행동을 전개하면 정보보안 대책에 대한 준수의도가 형성될 것으로 본다. 따라서 본 연구에서는 기업의 정보보안대책(정보보안정책, 정보보안 교육훈련)이 조직시민행동을 매개로 정보보안 준수의도에 미치는 영향을 실증연구를 통해 검증하고자 한다. 이를 위해 문헌연구를 기반으로 설문문항을 작성하였으며 다양한 업종의 기업을 대상으로 설문조사를 실시하였다. 수집된 설문자료를 분석한 결과, 정보보안정책과 정보보안 교육훈련이 정보보안 준수의도에 영향을 주는 것으로 나타났다. 또한 정보보안정책과 정보보안 교육훈련 모두 조직시민행동(참여 활동)을 매개로 정보보안 준수의도에 영향을 주는 것으로 나타났다.

• 유통과학연구
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• 제14권11호
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• pp.129-138
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• 2016

Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.

• 산경연구논집
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• 제10권5호
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• pp.49-58
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• 2019

Purpose - Consumer behaviors or decision-making process has been changing recently as the consumer environment, including mobile everyday life, has changed. In view of this changing consumer smart environment, this study aims to investigate structural relation about the influence omni-channel propensity and regulatory focus on consideration set formation. Research design, data, and methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for university students with experience in purchasing in less than three months. With reference to previous studies, operational definition was made for the questionnaire design. From 2018 Nov. to 2019 Feb. Survey was conducted on the panel consumers who purchase item within that period. 315 collected survey data were used to verify hypotheses except the data that had incorrect values. This data were used for SPSS/AMOS for confirm hypothesis which developed by researcher. Results - The results of this study are as follows. First, Consumers were considering a more heterogeneous alternatives if they were more omni-channel propensity in the process of forming consideration set. Second, Consumers were more conscious of the price if they were more omni-channel propensity Third, Consumers were considering a more newness alternatives if they were more omni-channel propensity in the process of forming consideration set. Meanwhile, The results of the study on regulatory focus and consideration set relationships are as follows. Consumers were considering a more heterogeneous alternatives if they were more promotion focus tendency in the process of forming consideration set. Second, Prevention focus tendency were more conscious of the price in the process of considering alternatives. Third, Consumers were considering a more newness alternatives if they were more promotion focus tendency. Conclusions - Depending on the changing consumer environment, the omni-channel propensity was shown to influence the formation of the consideration set. Also, Regulatory focus of consumers significantly influence to formation of consideration set. this study also contributes to the development of the theory as well as the practical approach with understanding consumer decision process on smart(mobile) environment.

• 대한안전경영과학회지
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• 제19권2호
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• pp.173-180
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• 2017

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.

• 문화기술의 융합
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• 제10권4호
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• pp.675-680
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• 2024

본 연구는 포스트 코로나를 기점으로 메타버스 기술의 동향을 살펴보고, 주얼리 산업체의 활용 사례를 분석하는 것에 목적이 있다. 엔데믹(endemic)으로 기업의 비즈니스 환경은 온라인에서 오프라인으로 그 중심의 축이 이동했고, 이에 따라 메타버스에 대한 대중의 관심도 멀어졌다. 하지만 글로벌 주얼리 브랜드의 메타버스 기술 동향을 살펴보면, AR/VR의 기술은 더욱 발전하여 실재감을 높이고 있고, 가상과 현실 간의 이질감이 없는 공간에서 메타버스는 진화하고 있다. 메타버스는 포스트 코로나 시대에서 세 가지 주요 특성을 나타내고 있다. 첫째, 디지털 트윈을 기점으로 비즈니스 영역의 변화가 이루어지고 있다. 둘째, 다양한 정보통신 기술과 융합하고 있다. 셋째, 옴니채널로서 메타버스 운영에 대한 방향성 설정이 중요시 되고 있다. 코로나19 시기에 학습된 자산을 활용하여 디지털 및 온라인 관련 기술에 대한 학습을 지속해야 시장 경쟁력을 확보할 수 있다. 포스트 코로나 시대의 메타버스 기술 동향을 기반으로 주얼리 산업체의 경쟁력을 강화하는 방향에 대해 논하고자 한다.

• 지능정보연구
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• 제22권1호
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• pp.19-41
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• 2016

정보통신기술의 발전과 모바일 기기 사용의 생활화로 인해 최근 많은 소비자들이 멀티채널 쇼핑(multi-channel shopping)이라는 새로운 쇼핑 행태를 보이고 있다. 온라인 쇼핑이 등장한 이후, 온라인 매장에서 상품을 구매하기 전 오프라인 매장에서 상품을 먼저 확인하는 쇼루밍(showrooming) 형태의 멀티채널 쇼핑이 한 때 대세를 이루었으나, 최근에는 스마트폰, 태블릿 PC, 스마트워치 등 스마트 기기 사용의 폭발적 증가와 옴니채널(omni-channel) 전략으로 대표되는 오프라인 채널의 대대적 반격으로 인해 오프라인 매장에서 상품을 구매하기 전 온라인(혹은 모바일)으로 정보를 먼저 확인하는 웹루밍(webrooming) 현상이 도드라지게 나타나 온라인 소매업자를 위협하고 있다. 이러한 상황에서 소비자의 온라인 쇼핑에서 웹루밍으로의 쇼핑전환 의도에 영향을 미치는 요인을 분석하는 것이 의미가 있음에도 불구하고, 기존 대부분의 선행연구는 싱글채널(single-channel) 혹은 멀티채널 쇼핑 자체에만 초점을 맞추고 있다. 이에, 본 연구에서는 밀고-당기기-이주이론(push-pull-mooring theory)을 바탕으로 소비자의 온라인 채널 쇼핑이 웹루밍 형태의 쇼핑으로 전환되는 과정을 상품정보 탐색과 구매행위로 각각 구분하여 그 영향을 실증하였다. 연구모형을 검증하기 위하여, 웹루밍 경험이 있는 수도권 소재 대학생을 대상으로 280개의 설문 표본을 수집하였다. 본 연구의 결과는 현업 마케팅 종사자에게 멀티채널 소비자들을 관리하는 데 있어 실무적인 시사점을 제공함과 동시에, 향후 다양한 형태의 멀티채널 쇼핑전환 연구로의 확장에 기여할 수 있을 것으로 기대한다.

• 유통과학연구
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• 제15권3호
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• pp.61-72
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• 2017

Purpose - The ICT development is affecting the consumer behaviors in selecting channel or distribution system. This study aims to advance the theory on the influence and interaction with omni-channel behaviors. Specifically, analyzing moderating variable is category knowledge that effect between propensity of brand loyalty and its precedence factor which is perceived difference, perceived value, authenticity and consumer-brand relationship. Research design, data, and methodology - The subject of this research is consumers who purchase goods in omni-channel situation. The hypothesis of this research is derived from the literature of the preceding research analysis on brand loyalty, omni-channel and consumer behaviors. This study have constructs that were defined operationally with reference to previous studies, and the research model was designed to figure out the structural relationship among perceived difference, perceived value, authenticity, consumer-brand relationship and brand loyalty. From 2016 Sept. 1 to Dec. 31, a questionnaire survey was performed targeting customers using omni-channel. 327 questionnaire survey had conducted. 316 survey data were used for empirical analysis except data that had missing and wrong value. AMOS(structural equation) was used to confirm the hypothesis which developed by researcher. Results - The results of this study are as follows. First, an authenticity has significant effect on brand loyalty. Second, in the omni-channel situation, but perceived differentiation, perceived value, consumer-brand relationship does not affect brand loyalty. According to this result, it is judged that it is easy to search for information in the situation of omni-channel and integrated decision making is done without distinction between channels. Third, category knowledge has moderating effect between brand loyalty and precedence factors. When the category knowledge level is low, preceding factors have a significant effect on brand loyalty. when the category knowledge level is high, the preceding factors did not have a significant effect on brand loyalty except the authenticity. Conclusions - This study finds out omni-channel's phenomenon is different from other distribution channel phenomenon. In the situation of omni-channel, it is suggested that brand loyalty may be relatively low for a certain brand because it raises the knowledge level of the category. Then this study provides a managerial implications based on the role of the moderate effect on category knowledge, brand loyalty and omni-channel.