• 유통과학연구
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• 제9권2호
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• pp.31-36
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• 2011

본 논문은 오프라인 채널이 온라인 채널로 사업 영역을 확장할 경우 기존 오프라인 채널의 경쟁적 자산, 이를테면, 브랜드 명성, 서비스 만족도 등이 온라인 채널의 선호도로 연결될 수 있는지를 실증분석을 통해 증명하였다. 연구결과, 오프라인 채널의 브랜드 명성과 서비스 만족도가 오프라인 채널의 선호도에는 직접적으로 긍정적인 영향을 미치고, 온라인 채널의 선호도에는 간접적으로 영향을 미친다. 즉, 오프라인 채널의 경쟁력이 우수할 경우 고객 입장에서는 오프라인 채널의 선호도가 높아져서 거래관계에 대한 몰입과 충성심이 증가한 뒤, 시간적 거리를 두고 오프라인 기업이 확장한 온라인 채널에 대한 선호도 향상으로 발전해 갈 수 있음이 입증되었다. 즉, 오프라인 채널의 경쟁력 향상은 현재와 미래 모두의 사업 기회를 확보하는 데 긍정적 영향을 미치는 것이다. 본 연구의 주요 시사점을 정리하면 다음과 같다. 첫째, 유통 채널의 서비스 품질 관리가 브랜드 명성 관리보다 더욱 중요하다. 고객의 서비스에 대한 체험과 주관적인 평가는 장기적인 브랜드 명성 관리의 선행요소로서 중요할 뿐만 아니라, 채널 선호도에도 더 큰 영향을 미친다. 따라서, 신규 고객을 포함한 일반 고객을 대상으로 하는 광범위한 브랜드 포지셔닝 전략 보다는 기존 우수 고객을 대상으로 하는 서비스 만족도 향상 전략이 더 중요하다는 의미이다. 둘째, 기존의 오프라인 채널이 온라인 채널로서 인터넷쇼핑몰을 구축할 경우 기존의 오프라인 채널의 고객 선호도, 주관적인 평가가 그대로 온라인 채널에도 영향을 미친다는 점이다. 유통기관의 오프라인 채널이 온라인 채널로 확장한 경우뿐만 아니라, 기존의 전통 제조기업이나 서비스 기업이 영업활동의 확장으로서 온라인으로 채널을 확장한 경우도 마케팅 채널의 수직적 통합(Vertical Integration)으로서 유통채널의 확장에 준하여 모두 이에 해당될 수 있다. 셋째, '채널확장'이란 '기업이 자사의 마케팅 활동이나 영업활동의 채널을 증대하기 위하여 온라인 또는 오프라인으로 채널을 확대시키는 의사결정과 그 실행'을 의미하는 것임을 확인할 수 있다. 일반적으로 오프라인 기업의 온라인으로의 채널 확장은 유통채널 확장 그 자체를 위한 목적과 전반적인 경영 프로세스 혁신의 목적 두 가지로 나누어 질 수 있다. 전자는 전통 오프라인 기업의 매출액을 증대하여 수익창출에 기여하기 위함이고, 후자는 주로 오프라인 기업의 비용절감을 통해 수익증대에 기여하기 위함이다.

• 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.

• 한국의류산업학회지
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• 제21권6호
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• pp.743-753
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• 2019

This study investigates differences in demographic characteristics, shopping orientation, perceived risk, and satisfaction after purchase among consumer types. This study classifies consumer types according to their channel transition behaviors between the online and offline channels with a focus on the steps of information research and buying decision in buying decision-making process. The four consumer groups are as follows: off-off type (offline research-offline purchase), on-on type (online research-online purchase), on-off type (online research-offline purchase) and on/off-off type (online and offline research-offline purchase), off-on type (offline research-online purchase) and on/off-on type (online and offline research-online purchase). Data were collected from adults over 20 years old who had bought clothes within one year. The questionnaire was carried out from July, 2019 using a professional internet research panel; in addition, 500 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The findings showed significant differences among the classified consumer groups for consumer demographics, shopping orientation, perceived risk, and purchase after satisfaction. The results imply that consumers show a variety of channel transition behaviors based on demographic variables, shopping orientation, and perceived risk. Understanding and adapting to consumer purchase behaviors will allow company distribution channels to be effectively managed and eventually increase consumer satisfaction as well as company sales volume.

• 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.

• 한국IT서비스학회지
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• 제18권4호
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• pp.23-38
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• 2019

With the development of information and communication technology, logistics distribution systems and services have been improved, new types of services have been provided, and consumption patterns in consumer markets have also changed. In the domestic distribution market, the development of ICT technology, the spread of smart devices, and the growth of the e-commerce market have led to Omni-channel, a service that integrates offline channels and online channels. Omni-channel service aims to provide consumers with consistent and convenient service by integrating offline and online domain into one. Consumers can get integrated service on and offline. In this study, consumers' intention to use Omni-channel was examined by Self Determination Theory and SERVQUAL. The survey was conducted on Omni-channel user and the research model was composed of 2^nd order factor model considering the characteristics of Omni-channel which provides integrated service based on the prior literature and PLS-SEM (partial least squares structural equation modeling).

• 국제지역연구
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• 제21권2호
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• pp.121-141
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• 2017

세계 미백화장품시장은 복합된 기능을 포함한'복합기능성화장품'시장으로 빠르게 넘어가고 있다. 또한 고기능성화장품시장인 코스메슈티컬시장은 복합기능성화장품 시장과 함께 성장하고 있다. 더불어 복합기능성화장품 시장에서 미백기능을 포함한 천연화장품 시장은 전세계에서 성장하고 있다. 전세계 기능성화장품 유통채널은 '미용과 디지털(Beauty and Digital)'을 통한 디지털 커뮤니케이션(digital communication)이다. 글로벌 기업들은 브랜드와 소비자 사이에서 새로운 공간에 관계를 추가하고 있다. 그렇기에 전세계적인 미백화장품 유통 채널의 변화현상은 기존과 다른 공간에서 고객과 소통될 수 있어야 한다는 중요성을 시사를 할 것이다. 국내 미백화장품시장은 2015년 기준 연평균성장률 -3.61%로 감소하고 있다. 반면에 복합유형시장은 연평균성장률 33.28%로 지속적인 성장을 나타내고 있다. 국내 미백화장품시장은 2008년 이후로 기존의 방문판매 중심의 유통채널에서 변화되었다. 특히 온라인채널은 오프라인채널 대비 약1/6 수준이지만, 2014년 기준으로 온라인쇼핑의 전년대비증가율이 27.1%를 나타냈다. 향후에는 오프라인의 판매비중과 비슷해지거나 뛰어넘을 것으로 예측된다. 미백화장품의 유통채널은 변화하고 있고, 온라인 유통채널은 성장하고 있어, 국내 기업들은 새로운 미백화장품 유통채널과 기존의 오프라인 채널을 동시에 공략하는 전략이 필요할 것으로 사료된다. 신규기업의 미백화장품시장 진출 시, 기존의 미백화장품시장보다 복합기능성화장품 내의 천연화장품으로의 진입을 고려해야 할 것으로 판단된다. 국내 미백화장품 시장 경쟁력을 확보하기 위해서는 브랜드 차별성을 확보하거나 유통채널의 변화를 추구하여 기업과 고객이 새로운 공간에서 커뮤나케이션을 구축할 수 있는 진출방안을 모색할 필요가 있다.

• Journal of Information Technology Applications and Management
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• 제23권2호
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• pp.239-261
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• 2016

Wide use of smart and high performing mobile device makes consumers use diverse distribution channels, composed of online and offline channel. Smart companies are trying to deploy omni channel. In order to successfully integrate these diverse channels, it is necessary to understand consumers' preference of channel choice. Thus, this study was focused on the influencing factors of channel preference such as price sensitivity, consumer innovativeness, time pressure, and need-for-touch. And this study compared these influencing factors between Korea and China, and drew meaningful message for e-commerce companies and offline distribution companies.

• 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.

• 산경연구논집
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• 제12권3호
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• pp.7-19
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• 2021

Purpose: This study aims to examine customer experience toward repurchase intention in offline and online stores and discuss customer satisfaction as a mediator variable. Research design, data, and methodology: This study investigates customer experience that consists of product, customer service, staff service, shopping environment and shopping procedure toward customer satisfaction using Regression Linear. This study also measures customer satisfaction as a mediated variable in the relationship between customer experience and repurchase intention using Sobel Test. Results: Almost all of the customer experience hypothesis is significant toward customer satisfaction, shopping process experience in the context of the online channel to customer satisfaction is not significant. We also found that customer satisfaction can be mediated variable in customer experience toward repurchase intention. Conclusions: Retails who want to make customers feel satisfied to have to make sure that have good resources in improving the product, the customer service is easy to contact to find the solution over customer problem in purchasing product, also develop the staff member skill in functional product knowledge, presentations, and communicating with customers online or offline, the retailer has to create enjoyment and pleasurable customer emotion through the shopping environment and also give seamless shopping experience to their customer in two-channel.

• 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.