• Asian Journal of Business Environment
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• v.9 no.4
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• pp.15-22
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• 2019

Purpose: Omni-channel retailing is a new retail phenomenon. Consumers in the omni-channel environment do not rely on one channel but integrate different channels from the same retailers freely during a particular shopping journey. The purpose of this study is to better understand omni-channel shoppers in the fashion retailing context. The present study uses consumer characteristics -- fashion innovativeness, technology innovativeness, and fashion purchase involvement -- as determinants predicting consumers' omni-channel shopping intentions for fashion products. Research design, data, and methodology: Data were collected from 403 U.S. consumers, and the Structural Equation Modeling (SEM) was performed to test proposed hypotheses. The survey for this research consisted of three parts. The first part measured consumer traits in terms of their innovativeness and purchase involvement. The second part was designed to measure consumers' omni-channel shopping intentions, and the third part gathered consumer demographic information. Results: The findings confirmed that fashion innovativeness, technology innovativeness, and fashion purchase involvement positively affected consumers' omni-channel shopping intentions. Conclusions: Fashion retailers should integrate various customer touchpoints and offer mobile-enabled technologies to boost consumer traffic to both online and offline stores. They also need to create a shopping environment that is optimized for customer engagement in various shopping processes and allow them to explore different shopping channel options for best purchase decisions.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.3
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• pp.393-406
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• 2017

A "Showrooming" phenomenon has emerged due to the rapid growth of the on-line shopping market and is associated with consumer shopping patterns. This phenomenon is resulted in new strategies such as the Omni-Channel strategy that are now being employed by the off-line retail industry to meet the needs of consumers who seek information on-line. In particular, human services provided in department stores (which still occupy an important place in the off-line retail industry) are reaching limitations in the ability to maintain consumers. This study provides basic data for the Omni-Channel strategy of domestic department stores by researching and analyzing Omni-Channel strategy cases in Manhattan. This study dissects and analyzes the "Showrooming" phenomenon and the development of the Omni-Channel strategy through a literature review as well as analyzes the Omni-Channel success case of Macy's department store. The findings indicate that the use of the Omni-Channel strategy by Macy's department store has solved the problem of "Showrooming," by integrating on-line and off-line shopping to provide an efficient and convenient shopping experience for consumers. The Omni-Channel strategy offers a means for off-line stores to connect to the online shopping behavior of consumers. The results suggest the need for an organic combination of on-line and off-line distribution channels to adapt to changes in consumer shopping patterns due to a recession in the domestic market.

• Journal of Information Technology Services
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• v.21 no.5
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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.

• 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 Korean Society of Clothing and Textiles
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• v.41 no.1
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• pp.170-183
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• 2017

The rapid growth of digital consumption has significantly changed the shopping behavior of consumers. The consumption paradigm is changing; subsequently, an omni-channel has been introduced that empowers consumers to interact with firms through a myriad of touch points in multiple channels. This study is to understand the perceptions and behavioral characteristics of consumers in the purchase process (e.g., information search and purchase phase). A qualitative method was adopted for this study and data were collected through semi-structured in-depth interviews with 15 omni-channel consumers. The results of this study were as follows. At the information search stage, consistency was the most important consideration for consumers who also wanted to retain channel-specific benefits. Consumers also searched for differentiated information among distribution channels. At the purchase stage, participants choose a shopping channel according to shopping values. They utilized newly introduced services (e.g., "online purchase, offline pick-up", FinTech) that combine retail channels. Our findings provide significance in managing omni-channel services. First, it is recommended that fashion retailers provide seamlessly integrated experience to consumer and adopt a consumer-centered channel choice strategy. Second, fashion retailers must maintain a constant attitude toward shopping experience to fashion, such as shopping enjoyment and exclusiveness.

• Journal of Distribution Science
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• v.16 no.10
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• pp.5-21
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• 2018

Purpose - This case study reviews the development history of Lotte Shopping, which has played a key role in modernizing Korea's retail industry. Research design, data, and methodology - Lotte Shopping's expansion to various channel types has been reviewed from the perspective of the resource-based view of strategy. The opening of Lotte Department Store in 1979 signaled the beginning of the modernized distribution system in Korea. Lotte Shopping expanded its business domains to various types of retail channels, such as discount stores, online shopping malls, TV home shopping, convenience stores, supermarkets, home appliances specialty stores and health & beauty stores. Results - Lotte Shopping has been able to maintain high level of customer satisfaction with leading merchandising skills. It has developed mutually beneficial relationship with the partner firms. It has also been a leading firm in implementing corporate social responsibility activities and environment-friendly management. Lotte Shopping has applied advanced information and communication technology to provide customized goods/services. Conclusions - This study summarizes the business environment and new challenges Lotte Shopping faces currently. Lotte Shopping is trying to reinforce the omni-channel strategy, which can create synergy among various distribution channels based on its core competences.

• Journal of Digital Convergence
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• v.14 no.1
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• pp.91-97
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• 2016

The technological environment is rapidly affecting the way of shopping. When consumers go about retail activities, they not only use a single channel (e.g., traditional stores, mobile) but also combine different channels. This research focuses on the factors which influence the favorableness toward omni-channel shopping. Specifically, this paper investigates the effect of extraversion-introversion on the omni-channel shopping favorableness. Moreover, the effect of variety-seeking tendency is examined as a mediator. The results of an experiment using PROCESS program find that when participants are more extravert, they show greater favorableness toward omni-channel shopping and variety-seeking tendency mediates the effect of extraversion-introversion. Based on the findings, this research proposes managerial implications and several directions for further research.

• The Journal of Small Business Innovation
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• v.20 no.1
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• pp.35-46
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• 2017

The purpose of this study is to obtain the implications for establishing a marketing strategy for retailers by analyzing whether the consumer's preference for products (food) is influenced by on-line, off-line, and omni-channel preferences. The research model consisted of the effects of consumers' food selection characteristics on business preference and omni channel preference. The results of analysis based on 477 questionnaires are summarized as follows. First, food purchasing characteristics that utilize the seven characteristics of (1) freshness of food, (2) taste, (3) quality and safety, (4) tasting, (5) food function and information, (6) country of origin, and (7) brand loyalty, has various effects on types of business preference, omni-channel preference. The adopted hypotheses were selected in order of brand loyalty (5 times), freshness (3 times), tasting (3 times), and origin (1 time). The selective attributes on foods are: (1) what kind of brand, (2) how good the freshness is, (3) tasting. (4) The country of origin is to be compressed. Actually consumers seem to utilize only the core selective factors that are appropriate to the characteristics of the distribution channel rather than all of them in the shopping of the food, and there is three characteristics on Convenience Store and only one or two factors in the other types of business. Second, in the analysis of the omni-channel preference analysis, food selection characteristics has been shown to have a limited effect, which is attributed to the fact that the consumer has not yet understood the concept of omni channel. Third, the results of this study suggest that there is a need to reflect the selection characteristics of foods that have diverse influences by business type in the marketing strategies. Because consumers make reasonable consumption to use both on-line and off-line simultaneously, consumers who use Omni Channel focus on quality and safety of food, identify products through tasting, pursue brands that can trust anywhere. Customers who pursue rationality will have a high preference for using Omni Channel. Product choice characteristic has significant effect on omni-channel preference. For a few years, omni-channel strategy of retailers meets with a difficulty. This study make a first attempt to study omni-channel preference changing retailing paradigm.

• The Research Journal of the Costume Culture
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• v.27 no.2
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• pp.98-108
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• 2019

With the expansion of various distribution channels in online and offline stores, TV, and mobile, consumers now have more information search and retail selection channels to choose from than ever before. Major retailers now use multi- and omni-channel strategies. This study focused on cross-channel consumption, which involves the use of different information search and purchase channels. Using cross-channel consumption, consumers can search for information online and then make purchases offline and vice versa. The purpose of this study was to examine the relationship between channel strategies and other consumer variables, and the study also assessed the effect of product type. To conduct this empirical study, the researchers developed a consumer questionnaire concerning three consumer channel strategies-on-on, cross, and off-off-and four product categories-clothing, cosmetics, books, and electronics. The results indicated that gender and marital status did not influence consumer channel strategies, but that age did have a significant influence. The analysis showed that consumers in their 40s preferred the cross channel strategy, perceiving it to be effective, satisfactory, and rewarding. Compared to other products, clothing products showed higher levels of cross channel strategies. Consumers indicated that they prefer searching for information online and then purchasing clothing offline. Overall, clothing products generated higher levels of channel satisfaction and channel switch intentions. Cross-channel clothing shoppers reported effective information retrieval times but longer delivery times.

• 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.