• 유통과학연구
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• 제13권8호
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• pp.97-104
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• 2015

Purpose - This study examines the positive impact of the social distance between producers and users of online content, investigating and analyzing the most popular Web content. In addition, it tries to elicit the matching effect that appears when the individuals'cultural background is consistent with social distance. Research design, data, and methodology - We collected and analyzed actual data about 4,981 videos clips on YouTube, looking at six countries in order to verify the content of this study. Based on the results of the data analysis, the study conducted behavioral measurements on popularity, social distance, culture, and user engagement. The unit of analysis was the content and we collected information about the content producers and the content records. We controlled the views, comments, likes, calendar dates, and ages in the empirical models. The data was collected in 2011, with the records coming from South Korea, Japan, China, U.S., German, and France. A total of 4,980 elements were analyzed in the model. The empirical model estimated is the bivariate negative binomial distribution (NBD) model. Results - It turns out that there is a possibility that the matching effect can be diminished by variables that reflect the psychological involvement of user engagement. This study proposes academic and practical implications based on these research results. This research shows the positive effect of social distance between users and producers on the increased performance of the online content. We find the effect of social distance to be a stronger tendency in collectivism. The collectivists follow their sense of friendship and intimacy in their culture and, the social congruence effect can be found there as well. The effect, however, could erode in a social case where users are motivated by strong intrinsic and psychological factors. In addition, user engagement complicates the process of user decision making regarding the information. Conclusions - This study examines how the differential effects of social distance caused by culture could disappear through user commitment as a complicated user motivation. Some potential implications are as follows. First, a firm in the collectivism culture has to communicate based on the social distance. In fact, most online channels do not have a function that indicates the social distance as measured by favorites or subscribers. This function could help increase the performance of the content in online channels, but this increasing effect can only be found in a collectivist culture. Based on this, the firms have to communicate and announce to users the actual social distance between users and producers. Second, firms should develop a system that discovers the social distance and culture and shows these measures to users and producers, since the congruence effect between social distance and culture is found only for low user engagement. The firms can take the advantage of the congruence effect only for the development of the social distance and culture visualized system.

• 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.

• 유통과학연구
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• 제20권12호
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• pp.71-79
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• 2022

Purpose: This study aimed to apply factors of successful online marketing strategy for food distribution SMEs and the effects of these successful strategies to achieve higher performances. Research design, data, and methodology: Questionnaires were used to collect data from 400 samples of SMEs in Thailand. We employed structural Equation Modeling techniques for data analysis. Results: The results revealed that distribution strategies directly affected the success of business operations, as follows: 1) Customer communication channels, product variety, preserved privacy, and personal service had direct positive effects on the distribution success in terms of financial perspective, customer perspective, internal process perspective, and earning and growth perspectives; 2) Ability to learn a competitor had a positive direct relationship with the distribution success in terms of financial perspective and learning and growth perspectives, excluding customer perspective and internal process perspective; and 3) Responses to market on time had a positive and direct influence on distribution success in terms of customer, internal process perspective and learning and growth perspectives excluding financial perspective. Conclusions: This research has made an essential contribution to SMEs that they should focus on and adopt these 6ODS+4BSC concepts as development guidelines for food distribution SMEs to be more efficient and effective.

• 복식문화연구
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• 제27권2호
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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.

• 복식문화연구
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• 제31권3호
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• pp.361-378
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• 2023

This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.

• 유통과학연구
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• 제20권8호
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• pp.93-103
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• 2022

Purpose: Online shopping festivals have quickly become the newest trend in online shopping worldwide due to the COVID-19 pandemic. This has led to marketing distribution channels that traditionally emphasized traditional techniques having turned to electronic commerce platforms. Although the pandemic scenario encourages online purchasing, other factors, such as the influence of participation intention to shop during the Online Shopping Festival, must also be considered. Research design, data and methodology: Multiple linear regression analysis was used to test the hypothesis based on data from 121 respondents who are actively involved with online shopping activities in Klang Valley, Selangor. Results: The results of this study show that promotion categories and the perceived influence of mass participation have a significant influence on participation intention. Meanwhile, the perceived temptation of price promotion and perceived fun promotional activities did not significantly influence participation intention. Conclusions: Theoretically, this study contributes to the literature by using the Theory of Planned Behavior and Stimulus-Response models to explain the factors that drive participation intention for online shopping. In practice, this study attracts and encourages customers to shop during the festival day because various attractive promotions are offered by sellers in Malaysia.

• 한국전자거래학회지
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• 제26권4호
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• pp.81-93
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• 2021

농산물은 변질이 쉽고 크기와 품질이 정형화되어있지 않아서 오랜 기간 동안 가공업자, 도매시장, 중도매인, 소매상 등을 거쳐 다단계의 관행적 방식으로 유통되었다. 그러다 2000년대에 들어 인터넷망의 보급과 물류 서비스의 발달로 온·오프라인 옴니 채널 구조로 나뉘는 양상을 보였으며, 2019년 말 발생한 COVID-19의 감염 우려로 비대면 거래 트렌드가 확산됨에 따라 기존에 오프라인 소매시장에서 농산물을 구매하던 소비자들도 온라인 시장으로 다수 유입되었다. 즉, 지속적으로 증가 추세를 보이던 온라인 농산물 거래량이 COVID-19를 기점으로 폭발적으로 증가한 것이다. 본 연구는 이러한 사회적 배경을 반영하여 관행 경로에서 유통되던 농산물이 온라인 경로로의 전환됨에 따른 유통비용 차이에 주목하였다. 전자상거래의 다양한 유형 중 특히 생산자-소비자의 온라인 직거래 경로로 전환되었을 때 유통비용 절감 효과에 주목하였으며 이에 관하여 'H 농산물 직거래 쇼핑몰'의 마늘을 중심으로 실증연구를 진행하였다. 분석 결과, 관행 유통경로에 비해 온라인 직거래 쇼핑몰 경로의 유통비용이 약 39%가량 낮게 도출되었고, 유통비용률 역시 28%p 가량 절감되는 등의 경제적 효과가 발생하였음을 알 수 있었다.

• Asia pacific journal of information systems
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• 제17권2호
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• pp.29-47
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• 2007

Owing to the rapid growth of using the Internet, not only click-and-mortar companies but also brick-and-mortar ones have been expanding their distribution channels into online, Moreover, since online channels are more attractive than offline ones in control and maintenance, switching customers into online ones is emerged as one of very important managerial issues in a view of reduction of cost as well as expansion of services. However, the switched customers should be faced by uncertainties which could not have been experienced in offline. Specifically, in online channels, buyers and sellers are separated temporally and spacially and there are always so many kinds of threat for security as well as not enough systems and conventions for them yet. Therefore, trust has been considered as one of the most critical mechanisms for resolution of such uncertainties in online transactions. However, it is not easy to build and maintain the relationships in online since most of them are virtual and indirect generally. Therefore, in order to switch offline customers into online ones, it is very important to make strategies based on identification of the relationship between online transaction and offline trust which has been built in offline business. Generally offline trust, which has been built independent of online, could not include trust for online-dependent activities such as payment security during or after transactions, while most of online trust include it. Therefore, a customer with high offline trust does not always perceive high security and assure safe transactions. Accordingly, while online trust, where technical capabilities for online security is one of main bases, includes control trust implicitly or explicitly, offline trust does not. However. in spite of such clear discrimination and independence between offline trust and perceived security, there can be the significant dependency between these two beliefs. The customers with high offline trust believe that the company would do some activities for online security for customers' safe transactions since it has been believed of doing well for customers' trust. Theoretically, users' perception of security is interpreted as a kind of control trus, which is trust for company's technical control capacities in order to resolve technical uncertainties in online. Therefore, the relationship between two beliefs can be considered as transference from offline trust to another type trust. that is, control trust. The objective of this study is to analyze the effect of offline trust on online transaction uses mediated by perceived security. For this purpose, we suggest a research model based on technology acceptance model (TAM). Reuse intention is adopted as a dependent variable and TAM is modified by adding perceived risk (PR) as well as two beliefs of using Internet banking, perceived usefulness (PU) and perceived ease of use (PEOU). Moreover, perceive security (PS) is adopted as an external variable for PR and PU, while offline trust (OT) is an antecedent of PS. For an empirical test, sampling from 108 visitors to the banks in Daegu, Korea, we analyze our model by partial least square (PLS) approach. In result, our model is shown to explain 51.4% of the variance in reuse intention and all hypothesis are supported statistically. A theoretical implication of this study is to identify a role of PS between offline trust and reuse intention of using online transaction services. According to our result, PS can be considered as a mediation variable for bridging between two different concepts: trust that explains social aspects of customers and companies, and TAM that explains customers' reuse intention.

• 유통과학연구
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• 제13권9호
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• pp.81-93
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• 2015

Purpose - "Showrooming" refers to the phenomenon where a shopper visits a store to see and compare products but makes the purchase online at a lower price. Surveys on showrooming activities at home and abroad indicate that a significant number of consumers pursue showrooming activities. The advent of "showroomers," who engage in buying activities, hovering both on and offline, while selectively choosing sales channels to suit their needs, is powerful enough to erode the borders between channels and bring about seismic changes in the distribution industry. However, surprisingly, there has been no in-depth discussion on showrooming. This study seeks to theoretically investigate what impact personal characteristics have on showrooming preferences and attitudes in a multi-channel environment. Specifically, assumptions have been made that price perception, perceived performance risk, and trust in online shopping not only have a direct impact on showrooming attitudes but also indirectly affect it through the means of contact motivation. Research design, data, and methodology - To test the hypotheses, this study conducted a survey of male and female shoppers, ages 20 through 40s, who live in metropolitan areas, and have actively showroomed fashion items in the last six months. A clothing item usually purchased after a careful decision-making process was chosen as the target product of the study. The survey was conducted between October and November 2014, using a professional survey service provider. A total of 200 surveys were collected, of which 198 were used for analysis. Conceptual model Structural Equation Modeling (SEM) and Amos 18.0 were employed for data analysis and model verification. In addition, following the confirmatory factor analysis and measurement model analysis, the theoretical model that corresponds to the research model was analyzed. Results - Analysis results show that price perception, perceived performance risk, and trust in online shopping have a statistically significant and positive (+) impact on showrooming attitudes. In addition, in terms of the indirect influence of price perception and perceived performance risk on showrooming attitudes through means of contact motivation, price perception had a statistically significant and positive impact on means of contact motivation, whereas perceived performance risk did not have a statistically significant impact on it, with the relevant hypothesis rejected. Conclusions - These analysis results imply that the ultimate goal of consumers is to maximize their shopping benefits by selectively and strategically taking advantage of different channels in a complementary manner. This study presents many implications for distributors to encourage a deep understanding of showrooming consumers who have complicated consumption behaviors and to build channel integration strategies. This study has limitations in theoretical and practical implications. Therefore, subsequent studies need to focus on verifying that showrooming activities are based on reasonable and planned decisions by applying the theory of reasoned or planned behavior. In addition, the scope of the study should expand to include web showrooming, where consumers conduct product research online and purchase offline.

• Human Ecology Research
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• 제62권1호
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• pp.1-13
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• 2024

This study analyzed the current operational status, business continuity, and business continuity strategies of 11 Soho fashion shopping malls through a longitudinal case study (2019/2020 and 2022/2023). The aim was to determine how Soho fashion shopping malls are continuing their business having been successfully established in the fiercely competitive current online fashion market. Regarding changes in shopping mall operation status, all cases displayed changes in items, distribution channels, marketing channels, core values, and profit structures. After establishing the businesses, a crisis arose due to the COVID-19 pandemic, leading to difficulties in creating new customers. Moreover, there was excessive business expansion, resulting in saturation of the online platform store market. This meant companies were experiencing reduced sales (5) or difficulties in maintaining their business (3). However, there were differences in the direction of overcoming the crisis and continuing or converting the business. These revealed that to continue the business after successful establishment of an online fashion shopping mall, it is essential to have the expertise of entrepreneurs, work performance, and marketing ability, as well as differentiation capabilities such as product power and management strategy and core competitiveness that provides a relative advantage over other shopping malls. Customized government support at the level of the start-up ecosystem is also essential for the survival and business continuity of a SOHO online fashion shopping mall with poor human and material resources.