• 4차산업연구
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• 제2권2호
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• pp.25-37
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• 2022

Purpose - The purposes of this research are: (1) Building and testing a research model that integrates Theory of Reasoned Action (TRA) with fear, perceived risk, and health protocols; (2) Examining the impact of compliance with health protocols on consumer behavior when offline shopping. Research design, data, and methodology - The data collection uses the self-administered survey method, and the questionnaire is distributed online. A total of 504 Indonesian population aged 18 years old or more participate in this research. Data are analyzed using factor analysis, multiple regression, and multiple regression with interaction. Result - This study reveals several findings: (1) Attitude and subjective norm have a significant effect on offline shopping behavior; (2) fear has a direct and indirect effect on offline shopping behavior; (3) the effect of perceived risk on the intensity of offline shopping is determined by compliance with health protocols. Conclusion - This paper discusses the direct influence of attitudes and subjective norms on behavior. This research also integrates fear, perceived risk, and health protocol factors in TRA, which may not have been done much, especially in the COVID-19 pandemic context.

• 지식경영연구
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• 제16권4호
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• pp.109-132
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• 2015

We examine offline and online channel sales of experience goods, and compare and contrast the sales patterns of existing products and new products between channels. To this end, we obtain the channel-specific time-series sales data from the leading company selling beauty products, both offline and online. By applying the Vector Autoregressive Model, we empirically find out how the relationship between existing products and new products changes between the shopping channels. Our empirical findings are as follows. First, the sales effects from existing products to new products are significantly positive at both offline and online channels, and this positive effect is greater in the offline channel than in the online channel. Second, the influence of new products on existing products is more positive in the offline channel than in the online channel. Third, the impact of existing products sales on new products sales is greater than that of new products on existing products. Lastly, the inertia effect, the effect within the same shopping channel and the same selling product, is significantly positive in the offline channel but not in the online channel, and this asymmetric inertia effect emerges as we focus on experience goods. Moreover, the impulse response function analysis provides the three important implications. First, companies should pay attention to the same channel but different types of products. Second, the offline channel is more vulnerable to market shock than the online channel. Third, new products sales vary by existing products sales to the greater extent, compared to the opposite relationship. We believe our study contributes theoretically and practically to the fields of marketing and knowledge management.

• 한국의류산업학회지
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• 제22권3호
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• pp.323-334
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• 2020

This study analyzed the effects of consumers' characteristic variables on information search and purchase decisions in a decision-making process that validated the path model in purchasing apparel products. In constructing a structural equation model using AMOS 19.0., the variables including enjoyment pursuit, price pursuit, product involvement and product risk were selected as consumers' characteristic variables affecting the stage of information search. A questionnaire was distributed to consumers over 20 years old who purchased apparel products using offline and online channels within one year; consequently, we were able to analyze 468 effective data. The results were as follows. First, the path model of this research proved to be the appropriate model explaining the effects of consumers' characteristic variables on the stage of purchase decision-making. Second, enjoyment pursuit had a significant positive influence on offline information search; in addition, price pursuit and product risk affected the online information search significantly. Product involvement affected online information search as well as offline information search. Third, the offline information search affected offline purchase and online information search affected online purchase. However, consumer's channel switching behavior between the stage of information search and the stage of purchase decision was not proven. The findings suggest that companies need to develop distribution strategies according to consumers' characteristic factors that effect consumer's purchase decision-making.

• 한국의류학회지
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• 제43권6호
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• 한국의류학회지
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• 제33권5호
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• pp.764-774
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• 2009

The purpose of this study is to investigate the differences in consumer clothing shopping orientation and shopping behaviors by the multi-selection of internet and offline stores. The data were collected from 201 men and women in their twenties and the respondents were grouped into three as internet-store users, multi-store users, and offline-store users. The data were analyzed using factor analysis, ANOVA, post-hoc analysis, frequency analysis, and chi-square analysis. The results are as following. First, the clothing shopping orientation was partly different among the groups. Regarding the offline shopping orientation, the groups showed difference in the impulsive orientation, and regarding the online shopping orientation, the groups showed differences in the goal oriented and enjoying orientation. In all the three cases, the internet users showed strongest orientation, and the next were multi-store users and offline-store users. The cause of these results were explained as the familiarity and experience with the channel. Second, the clothing shopping behaviors were also partly different among the groups. The groups showed no differences in the preferred store type and benefits sought, but showed significant difference in the attitude toward the internet shopping. The internet-store users showed most positive attitude, and the next were multi-store users and offline-store users.

• Asia Marketing Journal
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• 제21권2호
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• pp.99-115
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• 2019

Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market. The purpose of this study is to examine the causal relationships between offline brand equity (i.e., brand awareness, brand image, and perceived quality)toward online consumer responses, including satisfaction and loyalty, in the context of luxury brands. In addition, this study investigates the moderating effects of offline brand trust on the relationship between offline brand equity and online satisfaction and loyalty. Data was collected via online surveys. For empirical validation of the proposed hypotheses, a structural equation modeling technique was employed. The results show that offline luxury brand awareness, brand image, and perceived quality have a positive effect on consumers' online satisfaction. Also, offline brand image has a positive effect on online consumer loyalty. The results indicate that there is a significant moderating effect of offline brand trust on the relationship between brand image and e-loyalty. The results of the present study provide implications for luxury brand managers and retailers to develop effective online sales strategies.

• 경영과정보연구
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• 제35권3호
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• pp.213-230
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• 2016

O2O(Online-to-Offline) 환경에서 기업은 온라인을 통해 고객을 유치하고 결제를 유도한 후 제품을 수령할 때에는 다시 오프라인으로 전환시키는 마케팅방식을 취함으로써 온라인과 오프라인 두 개 채널의 통합을 통한 시너지 효과를 창출하고자 한다. 이처럼 온라인과 오프라인이 공존하는 O2O 환경에서는 공급자가 제공하는 제품 및 서비스의 품질에 대한 소비자의 인지가 기존 온라인이나 오프라인 환경과는 다를 수밖에 없다. 이에 본 연구는 O2O 환경에서의 서비스 품질모델(service quality model)을 개발하고자 한다. 구체적으로 O2O는 오프라인, 온라인, 모바일 상거래가 통합된 환경인만큼 기존연구에서의 오프라인 서비스품질, 온라인 서비스품질, 모바일 서비스품질의 공통적인 서비스품질 요인을 통합하여 1차적인 O2O 서비스품질 모형을 제시한다. 다음으로 O2O 상거래를 이용하여 구매한 경험이 있는 고객을 대상으로 FGI(Focus Group Interview)를 실시하였다. 이는 1차 통합모형에서 제시된 O2O 서비스품질 요인 중 가장 중요하게 인지되는 서비스품질 요인을 규명하고, 또한 O2O만의 고유한 서비스품질 특성을 탐색하고자 하는 과정으로 1차 통합모형과 FGI를 통해 O2O 서비스 품질모델을 제시한다.

• 한국지역지리학회지
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• 제19권2호
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• pp.362-374
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• 2013

정보통신기술은 사회적 활동과 커뮤니케이션 방식을 변화시켜왔으며, 그 과정에서 온라인 공간과 오프라인 공간은 전자가 후자를 대체하고 침식하는 이분적 공간으로 생각되어왔다. 본 연구의 목적은 국지적인 사회적 활동과 커뮤니케이션이 수행되는 도시 공간이 온라인 커뮤니케이션과 오프라인 커뮤니케이션의 교차를 통해 시공간적으로 어떻게 구성되고, 온라인 공간을 통해 어떻게 '재매개'되는지를 탐구하는 것이다. 이를 위해 2013년 1월에 영남대학교 박물관에서 실시된 '영남지역의 역사와 문화'라는 주제의 '지역 교육' 연수를 사례로 살펴본다. 본 연구는 온라인 공간을 통한 커뮤니케이션의 증대는 오프라인 공간에서 '부재적 현존'이나 '장소상실'의 확장을 야기한다는 이분법적 관점을 비판하면서, 오프라인 공간을 재매개하는 온라인공간은 오프라인 공간의 시공간적 제약을 초월하는 공간이 아니라 반대로 도시 공간과 장소의 공간적, 시간적, 물질적, 사회적, 문화적 환경을 반영하는 공간이라는 것을 주장한다.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2015년도 춘계학술대회
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• pp.455-456
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• 2015

O2O(Online-to-Offline) 환경에서 기업은 온라인을 통해 고객을 유치하고 결제를 유도한 후 제품을 수령할 때에는 다시 오프라인으로 유도하는 마케팅방식을 취함으로써 온라인과 오프라인이라는 두 개의 채널을 통합하여 시너지 효과를 창출하고자 한다. 이러한 온라인과 오프라인이 공존하는 O2O 환경에서는 공급자가 제공하는 제품 및 서비스의 품질에 대한 소비자의 인지가 기존 온라인이나 오프라인 환경과는 다를 수밖에 없다. 이에 본 연구에서는 O2O 환경에서 소비를 경험한 고객을 대상으로 설문조사를 실시하여 O2O 환경 구매를 통해 인지한 서비스 품질요인이 소비자의 공급자에 대한 신뢰 및 태도에 미치는 영향효과를 검증하고자 한다.

• 디지털융복합연구
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• 제9권1호
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• pp.89-106
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• 2011

With the development of the Internet, the media market is experiencing rapid change. The traditional form of offline newspaper markets, which has created the mainstream news delivery market, have been losing large amounts of power due to the emergence of online media. On the other hand, online media armed with its ability to post breaking news almost as it occurs has increased its influence and popularity at a rapid speed. However, since the exposure time and readership of online newspapers are less than their offline counterparts online media has a high dependence on sensational titles and somewhat exaggerating headlines rather than the objective and recapitulative headlines which are preferred. This paper will examine the function and significance of headlines, and conduct a comparative analysis on contents and forms of the headlines in offline newspaper and online newspaper in order to identify the characteristics of each newspaper. Through comparisons, it examines the types of headlines and the transference of headlines. In addition, it examines the differences in recognition of copy editors according to media in determining the headline, and it illuminates which type of headlines is preferred in order to instigate readers to read online newspapers. The analysis results of title-transferring cases in offline newspaper and online newspapers are that offline newspapers try to convey the contents accurately by making use of an information-transferring headline, while attention-attracting headline or subject-hiding headlines tend to be used for attracting the eye of readers. In addition, analysis results of headlines that are put on the top with a click counts in online newspapers are that attention-attracting headlines are the majority, while subject-hiding headlines that are hardly used in offline newspapers, are well-used in online newspapers. In an interview with copy editors, they responded that offline editors focus on the fact-transference in determining the title, while online editors put the weight on immediacy in the delivery of news and the function of guiding readers.