• Management Science and Financial Engineering
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• 제20권2호
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• pp.27-31
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• 2014

This paper studies the assortment optimization problem in online retailing by using a multinomial logit model in order to take consumer choice behavior into account. We focus on two unique features of online purchase behavior: first, there exists increased amount of uncertainty (e.g., size and color of merchandize) in online shopping as customers cannot experience merchandize directly. This uncertainty is captured by the scale parameter of a Gumbel distribution; second, online shopping entails unique shopping-related disutility (e.g., waiting time for delivery and security concerns) compared to offline shopping. This disutility is controlled by the changes in the observed part of utility function in our model. The impact of changes in uncertainty and disutility on the expected profit does not exhibit obvious structure: the expected profit may increase or decrease depending on the assortment. However, by analyzing the structure of the optimal assortment based on convexity property of the profit function, we show that the cardinality of the optimal assortment decreases and the maximum expected profit increases as uncertainty or disutility decreases. Therefore, our study suggests that it is important for managers of online retailing to reduce uncertainty and disutility involved in online purchase process.

• 한국생활과학회지
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• 제20권6호
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• pp.1185-1198
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• 2011

This research explores the consumers' experience in retailing channel(offline channel and online channel) using the critical incident technique. This research aims to clarify the common incidents within retailing channels which implies decisive factors over the channels, and to clarify the contrasts between channels to compare advantages and disadvantages. Therefore, the research is designed to collect the consumers' narrative of those who have used both channels in 3 months. Classifications are conducted with other researchers majoring consumer science. The results address how impressive experiences are constructed on each channel in three dimensions: product, information search, and the purchase-service dimension. These results are able to provide implications for offline and online retailers and directions for future research.

• International Journal of Human Ecology
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• 제12권2호
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• pp.25-37
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• 2011

Website design (due to increased online retailing) has received more attention as a way to influence consumer responses (Eroglu et al., 2001, 2003; Kim et al., 2009; Kim & Lennon, 2008; Yoo et al., 2010); however, the website design of multichannel retailers has not been examined from the perspective of the consistency of online store image with the brand image. This study examines the effect of brand image consistency (especially through the website) on consumer attitude and patronage intentions. The findings of this research will add to the growing body of literature on multichannel retailing and provide practical information for online retailers in the development of a website for their online business.

• 복식문화연구
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• 제21권1호
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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.

• International Journal of Internet, Broadcasting and Communication
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• 제9권3호
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• pp.59-69
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• 2017

The best 'hub' to communicate with the citizen is using social media to marketing the business. However, there has several issued and the most common issue that face in critical is a capital issue. This issue is always highlight because most of automatic sentiment detection tool for Facebook or any other social media price is expensive and they lack of technical skills in order to control the tool. Therefore, in directly they have some obstacle to get faster product's feedback from customers. Thus, the personal online retailing need to struggle to stay in market because they need to compete with successful online company such as G-market. Sentiment analysis also known as opinion mining. Aim of this research is develop the tool that allow user to automatic detect the sentiment comment on social media account. RAD model methodology is chosen since its have several phases could produce more activities and output. Soppy tool will be develop using Microsoft Visual. In order to generate an accurate sentiment detection, the functionality testing will be use to find the effectiveness of this Soppy tool. This proposed automated Soppy Tool would be able to provide a platform to measure the impact of the customer sentiment over the postings on their social media site. The results and findings from the impact measurement could then be use as a recommendation in the developing or reviewing to enhance the capability and the profit to their personal online retailing company.

• 유통과학연구
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• 제19권12호
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• pp.23-32
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• 2021

Purpose: By integrating multiple separate online, offline distribution channels, omnichannel distribution has modernized and revolutionized the retailing sector. Omnichannel distribution supports firms by delivering seamless shopping experiences for customers throughout all touchpoints of the shopping journey. This paper aims at exploring the impact of channel integration quality on customer experience and patronage intentions in the omnichannel distribution context. Research design, data and methodology: An online survey was taken with 351 omnichannel experienced shoppers by utilizing the structured questionnaire. The partial least square-structural equation modeling (PLS-SEM) and Smart PLS software were employed to analyze and test proposed hypotheses. Results: The findings reveal that channel integration quality dimensions including breadth of channel-service choice, transparency of channel-service configuration, content consistency, and process consistency, play crucial roles in the customer shopping experience. The perceived compatibility has been influenced by the integrated interactions in which content consistency and process consistency. The findings also demonstrate the positive and direct impact of perceived compatibility on customer experience, and both factors have substantial effects on customers' patronage intentions. Conclusions: This study sheds light on the literature on channel integration quality, omnichannel retailing experience and customer patronage. In addition, this study provides practical implications for omnichannel retailers in enhancing customer experience and patronage.

• 유통과학연구
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• 제15권10호
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• pp.41-50
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• 2017

Purpose - Online product review has become a crucial part of the online retailer's market performance for a wide range of products. This research aims to investigate how an individual reviewer's review frequency and timing affect her/his average attitude toward products. Research design, data, and methodology - To conduct reviewer-level analysis, this study uses 42,172 posted online review messages generated by 6,941 identified reviewers for 59 movies released in the South Korea from July 2015 to December 2015. This study adopts Tobit model specification to take into account the censored nature and the selection bias arising from the nature of J-shaped distribution of movie rating. Results - Our estimation results support that the negative impact of review frequency and timing on valence. Furthermore, review timing has an inverted-U relationship with the user's average valence and enhance the negative effect of review frequency. Conclusions - This study contributes to the growing literature on the understanding how eWOM is generated at the individual consumer level. On the basis of the main empirical findings, this study provides insights into building a recommendation system in online retail store based on the consumer's review history data - frequency, timing, and valence.

• 유통과학연구
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• 제18권10호
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• pp.65-75
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• 2020

Purpose: This study aims to examine how to review contents of experiential and utilitarian products (e.g., skincare products) and how to affect review helpfulness by applying natural language processing techniques. Research design, data, and methodology: This study uses 69,633 online reviews generated for the products registered at Amazon.com by 13 Korean cosmetic firms. The authors identify key topics that emerge about consumers' use of skincare products such as skin type and skin trouble, by applying bigram analysis. The review content variables are included in the review helpfulness model, including other important determinants. Results: The estimation results support the positive effect of review extremity and content on the helpfulness. In particular, the reviewer's skin type information was recognized as highly useful when presented together as a basis for high-rated reviews. Moreover, the content related to skin issues positively affects review helpfulness. Conclusions: The positive relationship between extreme reviews and helpfulness of reviews challenges the findings from prior literature. This result implies that an in-depth study of the effect of product types on review helpfulness is needed. Furthermore, a positive effect of review content on helpfulness suggests that applying big data analytics can provide meaningful customer insights in the online retail industry.

• 지식경영연구
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• 제17권3호
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• pp.45-64
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• 2016

As the digital retail environement becomes prevalent, consumers are given greater opportunities to make purchases across physical and digital boundaries. Prior research emphasizes that the attractiveness of the digital or online channel is relatively determined by spatial specifics of physical locations. The overall market trend combined with prior research suggests that understanding spatial specifics becomes a key to managing both offline and online sales performance together. In this study, we focus on geographic variation in sales performance through offline and online channels and aim to investigate the channel-level sales difference between central and subsidiary areas. To this end, we obtain sales data of skincare and makeup products from a leading cosmetic company. Next, we examine spatial autocorrelations in data and then employ the spatial error models to study the effects of spatial specifics. The empirical findings are as follows. First, there are significant differences in category-specific and channel-level sales between central and subsidiary areas. Second, Moran's I statistics demonstrate the spatial autocorrelations of each variable. Third, spatial error models outperform simple regression models with lower AIC values. Finally, spatial specifics play a greater role in understanding online sales in subsidiary areas whereas they exert greater influence on offline sales in central areas. We believe our study advances the related theory and knowledge of multi-channel retailing and also contributes practically to location-dependent multi-channel strategies and sales data analytics.

• 한국융합학회논문지
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• 제10권6호
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• pp.15-24
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• 2019

본 연구에서는 "신소매(新零售)"에 대한 연구의 참고자료와 실용적 개발을 위한 지침을 제공하기 위해 "신소매"의 연구현황과 이론적 상황을 정리하였다. "신소매"의 발전은 아직 걸음마 단계에 있다. 이론 연구는 이제 막 시작되어, 보다 실용적인 탐구는 있지만 상대적으로 이론적 연구가 부족한 상황이다. 현재, "신소매"의 이론적 연구와 실천적 발전이 점차 명확해지고 있다. 신소매의 급속한 발전은 신소매에 대한 이론적 연구가 강하게 요구되고 있다. "신소매"의 발전 추세는 대규모화, 경계가 없어지며, 지능화 되고 있다. 연구 결과 "신소매" 하에서의 온라인과 오프라인의 심층적 통합, 새로운 물류체계 및 공급망의 전환과 재편을 가속화 되는 것을 알 수 있었다. '신소매업'의 연구방향에 초점을 맞춰 이론과 실천을 더욱 깊이 연구할 필요가 있다.