• Information Systems Review
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• v.20 no.4
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• pp.59-78
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• 2018

With the advent of the various device types and marketing communication, customer's search and purchase behavior have become more complex and segmented. However, extant research on multichannel marketing effects of the purchase funnel has not reflected the specific features of device User Interface (UI) and User Experience (UX). In this study, we analyzed the marketing channel effects of multi-device shoppers using a unique click stream dataset from global online retailers. We examined device types that activate online shopping and compared the differences between marketing channels that promote visits. In addition, we estimated the direct and indirect effects on visits and purchase revenue through customer's accumulated experience and channel conversions. The findings indicate that the same customer selects a different marketing channel according to the device selection. These results can help retailers gain a better understanding of customers' decision-making process in multi-marketing channel environment and devise the optimal strategy taking into account various device types. Our empirical analyses yield business implications based on the significant results from global big data analytics and contribute academically meaningful theoretical framework using an economic model. We also provide strategic insights attributed to the practical value of an online marketing manager.

• Journal of Convergence for Information Technology
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• v.12 no.5
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• pp.159-167
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• 2022

At the present time, no systematic review has been conducted to report the project's outcomes or trends. This study systematically reviewed existing evidence related with community care pilot project. A total of 61 articles, including 18 original literatures and 43 review literatures were finally selected. For original literatures, the most frequent literatures focused on demand surveys (n=4) and model proposals (n=4), the utilization of touchpoint (n=3), space design and architectural model (n=3), manpower training and role establishment (n=2), followed by prioritizing objectives (n=1) and research trend study (n=1). For review literatures, the most frequent literature focused on the elderly (n=12) and relatively few literature on the disabled and mental illness (n=2). Since the pilot project for community care has been implemented for only about one year, the present study indicates that more future research is needed to the disabled, mental illness, and homeless should be conducted as well as elderly.