• 유통과학연구
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• 제16권4호
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• pp.21-34
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• 2018

Purpose - The objective of this research is to a) examine the effects of online reviews, posted on online distribution channels, on the change of consumers' attitudes and booking intention by distinguishing three types of online review valence: positive, negative and neutral review valence, and b) to investigate the combined effect of the inclination of online review and perceived usefulness of reviews on consumers' attitude change. Research design, data, and methodology - An experimental design was used by creating a mimicked hotel company's website and online reviews extracted from several online distribution channels such as online travel agencies (OTAs). A total of 414 respondents were randomly assigned to a type of review valence. Results - The results showed that the valence of positive reviews has a significant effect on the positive change of attitude and booking intention. However, the effect of the valence of negative reviews on the change of booking intention was not statistically significant compared to that of the valence of neutral reviews. Conclusions - The results offer some insights into the effect of online reviews on consumers' decision making processes and have important managerial implications for companies that operate online distribution channels in terms of their online marketing and the distribution of service products.

• 유통과학연구
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• 제19권9호
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• pp.19-27
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• 2021

Purpose: Purchasing food via online shopping channels is booming during Covid-19 Pandemic in Vietnam. However, the perceived risks of food bought via online shopping channels may discourage consumers. Hence, this study assesses the effects of perceived risks on food purchase intention via online shopping channels in Vietnam. Research design, data and methodology: This study applied the multiple regression analysis with 253 samples collected from consumers who frequently purchase food via online shopping channels in Vietnam. The questionnaire is provided to respondents via Google Form. The sample collection method is convenience sampling. Three hundred samples were collected, but 253 samples are used after filtering the responses with missing data. The Exploratory Factor Analysis (EFA) and regression analysis are used for data analysis on SPSS software version 20. Results: The results show that product risk, security risk, time risk, and fraud risk of the seller negatively affect the intention to buy food via online shopping channels in Vietnam. Conclusions: The study provides several implications and recommendations for food companies and online food sellers. Reducing customers' perceived risks online food makes customers more willing to buy food online during Covid-19 Pandemic. Limitations and suggestions for further research are also discussed.

• 산업경영시스템학회지
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• 제37권4호
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• pp.145-153
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• 2014

In this paper, we study the bargaining strategy of a manufacturer who sells a product through the online and offline distribution channels. To do this, we derive and analyze the equilibrium solutions for both simultaneous and sequential bargaining games. The result shows that the optimal bargaining strategy heavily depends on the size of the online distribution channel's loyal customers and the difference between the retail prices of the online and the offline distribution channels. It is also shown that, in some cases, the online distribution channel has incentive to downsize its loyal customers and its retail price for a better bargaining outcome.

• 유통과학연구
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• 제19권5호
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• pp.49-60
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• 2021

Purpose: This study aimed to explore the variables that may play a significant role in inducing Facebook users to use Facebook as online information distribution channels continuously. Research design, data, and methodology: The population of this study are all Facebook users who have actively used Facebook as a social media as online information distribution for at least one year. Purposive sampling technique was used in this study and 290 respondents were enrolled. The data was collected using a questionnaire and further analyzed with path analysis and SEM-PLS approach. Result: The results showed that perceived ease of use, perceived critical mass, perceived enjoyment, and perceived information intelligence have a positive and a significant effect towards perceived usefulness. Perceived usefulness also has a positive and significant effect on users' attitude, and users' attitude has a positive and significant effect on intentions to use Facebook continuously among its users. Conclusions: Hence, it is important for Facebook as an online information distribution channel to maintain its perceived usefulness in order to create a positive impact on its users' and induce Facebook users' to use social media continuously.

• 한국유통학회지:유통연구
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• 제9권1호
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• pp.67-92
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• 2004

본 연구는 국내 제조업체의 온라인 경로 활용이 중간상과의 거래특성에 의해 어떠한 영향을 받는가를 실증분석하고 있다. 국내 81개 제조업체를 대상으로 한 서베이 분석결과, 거래특성변수는 온라인과 오프라인에서 취급되는 제품의 범위에 유의적인 영향을 미치지 않는 것으로 나타났다. 경로기능별 활용도에 있어서는 거래특성변수 중 제조업체의 중간상에 대한 의존도와 제조업체가 인식하는 중간상의 기회주의가 제조업체의 온라인 활용도에 영향을 미치는 것으로 나타났다. 대체로 이들 거래특성변수는 배달, 반품환불, A/S와 같이 전통적으로 오프라인 중간상이 수행하는 것이 보다 경제적으로 효율적인 기능에 있어 상대적으로 더 큰 영향을 미치는 것으로 나타났다. 그러나 제품정보제공 기능의 활용도는 거래특성변수와 무관한 것으로 나타났다. 본 연구는 이상의 분석결과를 토대로 제조업체의 온라인 경로 활용과 관련된 이론 및 실제적 시사점을 제시하고 있다.

• 유통과학연구
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• 제13권10호
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• pp.57-63
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• 2015

Purpose - This study investigates the effects consumer perceptions of wine attributes have on repurchase intention. It examineshow wine purchase channels (online or offline) influence perceptions about wine attributes and repurchase intention. Research design, data, and methodology - A total of 390 responses from Florida residents over 21 were collected using online surveys. Responses were analyzed using exploratory factor analysis to identify the underlying wine attribute factors. Multiple regression and multi-group analysis were employed to test the hypotheses. Results - Results revealed that consumer perceptions of wine attributes (sensory, origin, reputation, and price point) significantly influence their repurchase intention. Additionally, the effects of wine attributes on repurchase intentions were found to be significantly different based on the channel used. Findings indicated that wine attributes pertaining to reputation and price point strongly influenced repurchase behavior of online consumers, while offline wine consumers were influenced more by sensory and origin attributes. Conclusions - Study findings provide useful information for wine industry sales channels for developing new marketing strategies to effectively attract wine consumers to repurchase wine.

• 유통과학연구
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• 제20권2호
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• pp.1-9
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• 2022

Purpose: The online distribution channel has attracted the attention of retailers by potential impact on consumers' purchase intention. The objectives of this study are to provide an insight into how to encourage consumers' impulse buying behavior on commercial website as well as attempts to reveal factors that influence consumers' impulsive buying behavior in the online shopping environment. Research design, data and methodology: The research framework is based on the stimulus-organism-response (S-O-R) framework. The Meta-analysis method carried out the research, gathering data from 37 published studies. Results: The research findings suggest that intrinsic motivations such as perceived ease of use, perceived enjoyment, and online flow experience play a significant role in boosting consumers' hedonic value when buying and online. In addition, these findings help online retailers use appropriate marketing stimuli such as offering pricing incentives, promotion tactics, and improved communication effectiveness. Also, obtaining a better grasp of how to build a website to improve the consumer experience generally helps consumers feel the urge to buy impulsively and act without hesitation. Conclusions: This research confirms a direct positive relationship between marketing stimuli and hedonic shopping value, which may support an applied theoretical framework for future research and provide managerial implications for retailers in online distribution channels.

• 유통과학연구
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• 제16권1호
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• pp.47-58
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• 2018

Purpose - China has become the world's largest market of Korean culture goods. However the distribution and information channel from which Chinese consumers can access to Korean contents remains under-explored. This study aimed to investigate Chinese consumers' information accessing behavior. Research design, data, and methodology - We collected the sample of 800 customers who are exposed to Korean Wave in China. Regression analysis is used to confirm the relationships in the research model. Results - The results showed that official channels such as state owned sites still play a significant role, Chinese consumers prefer to use unofficial channels and the private SNS is the most popular one. It is also found that users with low interests in Korean contents prefer offline/indirect channels while people who are highly immersed into Korean culture and spend longer time on it tend to favor online/unofficial channels. The results confirms that there are some users' characteristics such as gender, age, income and experience of visiting Korea are relevant to explain their propensity to select distribution and information channels for Korean contents. Conclusions - The study enables managers to develop the more effective distribution channel strategies according to the different target consumer groups.

• 유통과학연구
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• 제20권3호
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• pp.33-43
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• 2022

Purpose: More and more marketers use social media platforms to create and spread information called Marketer Generated Content (MGC) to inform consumers of products. MGC often embeds product purchase links, thus directing consumers to online distribution channels for online purchases. This study examined the effect of social media MGC on consumers' willingness to buy online in the anchor of consumers' perspective to answer the question of "how social media generated content support corporate online distribution". Research design, data, and methodology: According to the means-end-chain theory, we introduce perceived value and continuous following intention as chain mediators to explain the mechanism of MGC influence on consumers' online purchase intention and consider product type to discuss boundary conditions. Two experiments were designed to test hypothesizes. Results and Conclusion: First, emotional MGC (vs. informational MGC) has lower (higher) perceived utility (hedonic) value. Second, perceived value has a significant mediate role in the effect of MGC on continuous following intention. Third, perceived value and continuous following intention significantly and sequentially mediated the effect of MGC on online purchase intention. Through the sequential mediations of perceived utility value and continuous following intention, Informational MGC of search products significantly increase online purchase intentions. Another parallel sequential mediation, including perceived hedonic, emotional MGC of experience products, partially enhanced online purchase intentions. Finally, this study gives implications for how corporates can use social media MGC to promote product sales online.

• 유통과학연구
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• 제21권2호
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• pp.7-20
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• 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.