• Journal of Digital Convergence
• /
• v.11 no.12
• /
• pp.245-256
• /
• 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 Research Journal of the Costume Culture
• /
• v.21 no.1
• /
• pp.42-56
• /
• 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.

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

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

• Journal of Distribution Science
• /
• v.16 no.3
• /
• pp.13-21
• /
• 2018

Purpose - This study examined the effect of the importance of selective attribute of HMR(Home Meal Replacement) on customers' satisfaction and repurchase intention which is rapidly increasing with the changes of demographic, social and cultural trends as well as the influence of on and offline shopping channel moderating role. Research design, data, and methodology - Based on the research of previous studies, it assumed the selection attributes of HMR products were price, convenience, menu, freshness. With 231 surveyed questionnaires, this study was conducted by AMOS 21.0 and the SEM(structural equation model) was used as statistical method for examining the hypotheses in this study. Results - The analysis showed that price, convenience, and freshness had a significant effect on satisfaction, whereas menu did not affect satisfaction and the effect of satisfaction on repurchase intention was statistically significant. However, the results were different depending on the on and offline shopping channel for customers to buy HMR products. Price, menu and freshness are affected by online shopping, meanwhile convenience is more influenced by offline. Conclusions - This study analyzed the effect of selection attribute of HMR products on the satisfaction, repurchase intention, and the influence of each shopping channel, and provided practical implications.

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

• Journal of Distribution Research
• /
• v.12 no.3
• /
• pp.69-90
• /
• 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 Distribution Science
• /
• v.21 no.2
• /
• pp.7-20
• /
• 2023

Purpose: With the unique feature of O2O, consumers are now able to check the profile of the services and products online and then consume them in offline venues or vice versa. This study provides motivation and practical implications about online-to-offline (O2O) distribution channels and investigates the relationship between economic values, service consistency and brand identity attractiveness in the O2O distribution channel. Then identify the impact of brand identity attractiveness on the performance (reputation and reuse intention). Research design, data, and methodology: Structural equation modeling (SEM) has been used to investigate the relationship between economic value and brand identity attractiveness, which affects the reputation and reuse intention of services in O2O. Results: Empirical results show the positive and significant impact of economic value and service consistency on brand identity attractiveness which results the positive and significant impact on performance (reputation and reuse intention) in O2O. Conclusion: In the O2O distribution channel, economic value is an important aspect for the attractive image and brand identity. On the other side, brand identity attractiveness is important for the bright future of O2O services, continuous growth, achieving the distinct goal, keeping good promises with customers, and a better reputation of O2O services in distribution channels.

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

• Asia pacific journal of information systems
• /
• v.29 no.2
• /
• pp.248-267
• /
• 2019

As merging online and offline channels into one single platform, individuals could easily and frequently switch between online and offline channels. In order for understanding such unique behaviors, this study attempts to explore why and how consumers choose their channels to search and purchase a product. We have drawn on multiple theories that have been used to explain individuals' judgment and decision making (i.e., construal level theory and regula-tory focus theory) in order to develop and tested two-way ANOVA based models of how both regulatory focus (e.g., promotion vs. prevention) and product types (e.g., experience goods vs. searching goods) including the psychological distance cue separately and jointly affect individuals' channel selection behavior (e.g., intention to use single channel vs. intention to use cross-channels). Our results have indicated that consumers with promotion-focus are more likely to use a single channel in experience goods rather than in searching goods when there exists the psychological cue. Based on our findings, the implication for both research and practice are discussed.