• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.05a
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• pp.455-456
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• 2015

In O2O environment (Online-to-Offline), providers attract new customers via websites and lead them to pay online, then induce them again to offline when receiving products. Thus, online and offline channel is integrated and create synergy for marketing in O2O context. As online and offline channel coexist in O2O, consumers' perceptions for products and services that providers offer cannot help being different compared to an independent channel (i.e., either online or offline). Therefore, this research aims to explore the effect of perceived service quality on consumer's trust and attitude, who have purchased products in O2O context. For testing the hypothesized research model, the current paper conducts survey and empirical test.

• Journal of Information Technology Applications and Management
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• v.28 no.1
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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.

• 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.

• 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.

• The Research Journal of the Costume Culture
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• v.21 no.1
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• pp.42-56
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• 2013

Nowadays the advantages of multichannel retailing strategy in fashion business have been widely discussed, but empirical research on fashion retail has been limited. The purpose of this research is to provide some ideas on multichannel retailing strategy to fashion retailers through the case of UNIQLO. The online survey was conducted on each 100 female customers in their 20s, 30s, 40s living in seoul among UNIQLO customers. The survey was consisted of measurement items for UNIQLO's online store image and offline store image, customer satisfaction, purchase intention, and demographic attributes. The online survey was found that 30.3% of UNIQLO's multichannel customers bought a product from offline store using online shopping mall as a search channel, on the other hand, 20.7% of UNIQLO's multichannel customers bought a product from online store using offline store as a search channel. Factors of the online shopping mall image were consisted of shopping convenience, product information, price policy, trust. And factors of the offline store image were consisted of trust and store, product information, service. Some factors of online store and offline store image had impact on multichannel customer satisfaction. And, customer satisfaction also had impact on purchase intention of UNIQLO product. Some suggestion for the future of multichannel research in fashion retailing was given.

• Korean Management Science Review
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• v.33 no.2
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• pp.89-115
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• 2016

Recent trends in online commerce shows that multi-channels including offline and online become prevailing as a standard type of channel. However, literature survey revealed that there exist few studies about how an individual negative emotion such as neuroticism affects trust transfer between channels, and usage continuance intention. To fill the research void like this, this study proposes an research model where trust transfer between offline and online channels is included, and neuroticism is also adopted as a moderating variable between trust transfer, satisfaction, and usage continuance intention. Empirical results with valid 406 questionnaires revealed that neuroticism has a negative influence on online commerce users' perceived usage continuance intention.

• Management & Information Systems Review
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• v.35 no.3
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• pp.213-230
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• 2016

In O2O environment(Online-to-Offline), providers attract new customers via web sites and lead them to pay online, then induce them again to offline when receiving products. Thus, online and offline channel is integrated and create synergy for marketing in O2O context. As online and offline channel coexist in O2O, consumers' perceptions for products and services that providers offer cannot help being different compared to an independent channel (i.e., either online or offline). Therefore, this research aims to develop the O2O service quality model(O2O-SQ model). Especially, O2O is the unique environment where offline, online, and mobile commerce are integrated so that the current paper suggests the $1^{st}$ O2O-SQ model by integrating the common factors of offline, online, and mobile service quality model through the previous literature review. Hence, this study conducts FGI(Focus Group Interview) for customers who have experienced in purchasing products in O2O commerce. Among integrated common service quality factors of $1^{st}$ O2O-SQ model, the current paper identifies the specific service quality factors that customers perceive significantly through FGI analysis. Moreover, after extracting the unique O2O-SQ factors with this qualitative analysis and integrating with the $1^{st}$ O2O-SQ model, the paper develops the final O2O-SQ model.

• The Journal of Industrial Distribution & Business
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• v.12 no.3
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• pp.7-19
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• 2021

Purpose: This study aims to examine customer experience toward repurchase intention in offline and online stores and discuss customer satisfaction as a mediator variable. Research design, data, and methodology: This study investigates customer experience that consists of product, customer service, staff service, shopping environment and shopping procedure toward customer satisfaction using Regression Linear. This study also measures customer satisfaction as a mediated variable in the relationship between customer experience and repurchase intention using Sobel Test. Results: Almost all of the customer experience hypothesis is significant toward customer satisfaction, shopping process experience in the context of the online channel to customer satisfaction is not significant. We also found that customer satisfaction can be mediated variable in customer experience toward repurchase intention. Conclusions: Retails who want to make customers feel satisfied to have to make sure that have good resources in improving the product, the customer service is easy to contact to find the solution over customer problem in purchasing product, also develop the staff member skill in functional product knowledge, presentations, and communicating with customers online or offline, the retailer has to create enjoyment and pleasurable customer emotion through the shopping environment and also give seamless shopping experience to their customer in two-channel.

• Journal of Information Technology Applications and Management
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• v.23 no.2
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• pp.239-261
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• 2016

Wide use of smart and high performing mobile device makes consumers use diverse distribution channels, composed of online and offline channel. Smart companies are trying to deploy omni channel. In order to successfully integrate these diverse channels, it is necessary to understand consumers' preference of channel choice. Thus, this study was focused on the influencing factors of channel preference such as price sensitivity, consumer innovativeness, time pressure, and need-for-touch. And this study compared these influencing factors between Korea and China, and drew meaningful message for e-commerce companies and offline distribution companies.

• Knowledge Management Research
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• v.23 no.1
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• pp.69-88
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• 2022

Omni-channel enables businesses to provide a seamless customer experience by organically integrating data from multiple channels. Customers have increasingly used mobile applications to place orders and make payments in offline stores. In such context, this study investigated the effects of customer experiences on brand loyalty via offline and mobile channels. Additionally, it examined the role of habit in establishing brand loyalty in a daily service environment. This study confirmed the importance of functional, human, and mechanical cues on perceived value in the offline channel. Additionally, differences in the influence of customer experiences via offline and mobile channels on brand loyalty were examined at based on the age and gender. The research model was empirically validated using survey data collected from 365 customers who visit coffee chains via mobile applications. The analysis results found that both perceived value of offline stores and loyalty to mobile applications have a significant effect on brand loyalty. Habit plays another critical role in enhancing brand loyalty. The findings of this study help service providers better understanding of the formation mechanism of brand loyalty in the context of omni channel and will be able to develop more effective marketing and operations strategies.