• Title/Summary/Keyword: omni-channel

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Effects of omni channel characteristics on consumers' perceived risk, attitude, and intention (옴니채널(Omni Channel) 특성이 소비자들의 지각된 위험과 태도 및 이용의도에 미치는 영향)

  • Hong, Jung-min;Shin, Su-yun
    • The Research Journal of the Costume Culture
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    • v.26 no.3
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    • pp.346-359
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    • 2018
  • Currently, dramatic change had led to the growth of the distribution environment and the retailer's distribution channel. This change had shifted the 'single channel' to 'multi channel', and from 'cross channel' to 'omni channel'. While fashion companies using omni channel are rapidly growing, few research regarding omni channel had been done in academic field. In this study, we examined the influence of omni channel characteristics on consumers' perceived risk as well as consumers' perceived risk toward attitude and intention to use omni channel. We surveyed 696 male and female respondents aged 20 to 40 who lived in Seoul and the metropolitan area. Using AMOS 20.0, factor analysis, reliability analysis, and structural equation model analysis were performed to verify the model of this study. The results were as follows. First, omni channel's instant connectivity, location-based provability, interactivity, and entertainment factors did not decrease impacts on the perceived risk related to privacy and annoyance. Second, omni channel's instant connectivity and entertainment did not increase effects on the perceived financial risk, and location-based provability and interactivity did not increase effect on perceived financial risk. Third, the perceived risk concerning omni channel did not decrease on consumer attitude toward omni channel. Fourth, consumer attitude toward omni channel influenced the intention to use omni channel significantly.

Influences of omni-channel shopping motivations on consumer acceptance of omni-channel strategies through fashion product purchasing processes (옴니채널 쇼핑동기가 패션제품 구매의사결정단계별 소비자의 옴니채널 전략 소구에 미치는 영향 연구)

  • Kim, Aekyung;Lee, Eun-Jung
    • The Research Journal of the Costume Culture
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    • v.26 no.1
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    • pp.109-124
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    • 2018
  • As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision-making processes react to fashion companies' omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study's limitations and implications were discussed.

The Influence of Channel Integration Quality on Omni-Channel Shopping Intention and Shopper Satisfaction in the E-commerce Industry in Indonesia

  • WIDJAJA, Yosua Giovanni;SO, Idris Gautama;SETIOWATI, Rini;FURINTO, Asnan
    • Journal of Distribution Science
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    • v.20 no.12
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    • pp.35-42
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    • 2022
  • Purpose: The purpose of this study was to determine the effect of utilitarian value, hedonic value, channel integration quality on Omni-Channel Shopping Intention and shopper satisfaction in the e-commerce industry in Indonesia. Research design, data and methodology: This research method uses quantitative research methods with purposive sampling technique. The hypothesis was tested using SEM-PLS. Results: Based on the results of the analysis and discussion, it can be concluded that there is an influence between the Utilitarian value on the Omni-channel shopping intention, there is no effect between the hedonic value on the Omni-channel shopping intention, there is no influence between the quality of Channel integration on the Omni-channel shopping intention, there is an influence between the quality of Channel integration and the Omni-channel shopping intention between utilitarian values on shopper satisfaction, there is no effect between hedonic values on shopper satisfaction, there is an influence between channel integration quality on shopper satisfaction, and there is an influence between Omni-channel shopping intentions on shopper satisfaction. Conclusions: The findings of this study prove that Omni-Channel Shopping Intention is one of the most effective management and marketing techniques to enhance an important aspect of their company, namely an efficient and holistic consumer shopping experience.

A Study on the User Acceptance Model of Omni Channel Service Based on Unified Theory of Acceptance and Use of Technology (UTAUT) (통합기술수용이론(UTAUT) 기반 옴니채널 서비스의 사용자 수용 모형에 관한 연구)

  • Joo, Hyeri;Lee, Eun-Jung
    • Human Ecology Research
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    • v.54 no.4
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    • pp.405-414
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    • 2016
  • The rapid change of consumer expectations in shopping environments has required retailers to actively adopt omni-channel services, however, limited research exists on the topic. We identify the effect of consumer's utilitarian shopping value on expectations for omni-channel services. An online survey was conducted on 176 subjects who had experience using omni-channel services. We employed Unified Theory of Acceptance and Use of Technology (UTAUT) as our theoretical model to explore the mechanisms of consumers' acceptance of omni-channel services in fashion. We used SPSS ver. 22.0 and AMOS ver. 22.0 programs to analyze data. The results indicate that utilitarian shopping value has a positive effect on performance expectancy, effort expectancy, and social influence for omni-channel services. Performance expectancy for omni-channel services also has a positive effect on the purchase intentions of fashion products. Effort expectancy for omni-channel services also positively increases the purchase intentions of fashion products. Last, the social effect of omni-channel services has a significant positive effect on purchase intention. All the hypotheses were supported. The research findings can provide the fashion distribution industry with useful basic data to understand the needs of consumers who use multi-channels when establishing a new channel or marketing strategy.

A Study for Analysing Key Factors for Establishing the Omni-Channel Customer System in a Financial Enterprise Using ANP (ANP 모형을 이용한 금융기업의 옴니채널 고객 시스템의 중요 구축 요소 분석)

  • Hwang, Hyun-Cheon;Kim, Woo-Je
    • Journal of Korean Society of Industrial and Systems Engineering
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    • v.43 no.1
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    • pp.50-60
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    • 2020
  • The omni-channel customer system is the communication system between enterprise and customer via multiple channels such as mail, email, SMS, and mobile. The omni-channel customer system complements each other channel through the integration of each channel. The purpose of this research is to derive key factors and calculate the weights that a financial enterprise considers when adopting the omni-channel customer system. For this research, we analyzed the request for proposal documents used for the omni-channel customer system implementation projects in the financial enterprise. Also, we derived, classified, and stratified the key factors to be considered for the introduction of the omni-channel customer system in the financial enterprise. As a result of analyzing the key factors, customer experience, operations, and security were identified as the components of the top category in introducing the omni-channel customer system in the financial sector. Furthermore, the weight for each key factor was calculated by using ANP. As a result of ANP, operations, customer experience, and security were important in order. Also, the degree of easiness for connecting with other systems and the various abilities for representing the contents of the omni-channels were derived as the important key factors.

Understanding the Omni-Channel Acceptance: Focused on TTF and UTAUT Models

  • Jo, Dong Hyuk;Lee, Sang Min
    • Journal of Internet Computing and Services
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    • v.20 no.1
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    • pp.113-124
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    • 2019
  • Recently, Omni Channel Services has been considered the most innovative business strategy. Omni-Channel sees a variety of channels from all channels viewpoints, organically combining each channel to provide a seamless experience for consumers. In other words, Omni-Channel is not simply a systematic integration of channels, but a means of delivering consistent services to consumers in all processes through a strategy to an organic connection. The aim of this study is to provide a comprehensive insight into the decision factors affecting the adoption of Omni-channel. For this purpose, an empirical analysis is conducted on the course of acceptanceof the Omni-channel service based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and Task-technology fit (TTF), an effective model frequently selected to describe the acceptance of service in the introduction phase of new information technology. As a result of the study, it was confirmed that the task characteristics and the technical characteristics had a positive effect on the task-technology fit, and the task-technology fit had a positive effect on the performance expectancy. In addition, task-technology fit, performance expectancy, and social influence have a positive effect on the intention to use the Omni-Channel. This study is intended to deliver an experimental meaning by proposing a strategical measure to understand the behaviorsand uses of consumers in the Omni-channel service environment and increase the customer satisfaction for the system.

Effects of Omni Channel Characteristics on Perceived Value, Attitude, and Intention of Consumers (옴니채널 특성이 소비자들의 지각된 가치와 태도 및 이용의도에 미치는 영향)

  • Hong, Jung-min;Shin, Su-yun
    • Journal of the Korean Society of Clothing and Textiles
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    • v.42 no.1
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    • pp.183-194
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    • 2018
  • This study investigated the characteristics of Omni Channel and examined the influence of them on consumers' perceived functional value and emotional value as well as the effect of perceived functional value and emotional value on user's intention of use through Omni Channel. To verify the research model, the questionnaire survey was conducted on 20's to 40's men and women residing in Seoul and the metropolitan area by convenience sampling. The number of copies used for data analysis was 696. To verify the research model, factor analysis, reliability analysis, and structural equation model analysis were performed using AMOS 20.0. First, Omni Channel characteristics consisted of four factors: instant connectivity, location-based provability, interactivity, and entertainment. Second, the instant connectivity, location-based provability and entertainment positively influenced functional value and emotional value; however, the interactivity was significant only to the emotional value. Third, consumers' perceived value of Omni Channel characteristics had a significant effect on attitude. Fourth, the more favorable the attitude toward Omni Channel is higher for the intention to use Omni Channel.

Effect of Omni-Channel Use and Customer-Brand Relationship (소비자 옴니채널 성향과 소비자-브랜드 관계에 관한 연구: 브랜드 경험 조절효과)

  • Park, Seung-Hwan
    • Journal of Distribution Science
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    • v.14 no.11
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    • pp.129-138
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    • 2016
  • Purpose - The ICT(information and communications technologies) development is affecting consumer behaviors on selecting channel or distribution system. This study aims to advance our knowledge about the factors influencing omni-channel behaviors. This study considers the positive brand experience as the moderating variable into the relationship between omini-channel use intention and consumer brand relation. Also, the effect of positive brand experience on consumer-brand relation is researched. Research design, data, and methodology - This study conducted an empirical test with the subject as customers who purchase goods or service through on-off cross channel simultaneously. The research model is developed from prior literatures about influencing variables on channel selection. The structure of this study is designed to identify causal relationships between the variables. 268 survey data from the questionnaire survey which is conducted to target customers who use online and offline channels, is used for empirical analysis. This study validates generality with descriptive statistics and data reliability with Cronbach's alpha value. The exploratory factor analysis is used for value purification. Then, the confirmatory factor analysis is conducted for structural equation modeling. Finally, the execute structural equation modeling is analyzed to confirm the hypotheses Results - First, the two causal influences between perceived performance risk and the propensity of omni-channel and between price consciousness and the propensity of omni-channel are verified through the empirical test. Second, the result identifies that the propensity of omni-channel is influenced on consumer-brand relationship. Third, the AMOS analysis proves that the moderating variable, positive brand experience, has significant positive impact on consumer-brand relationship. This significant relationship is highly supported by the regression analysis between brand experience and propensity of omni-channel because it results that positive brand experience has positive impact on the propensity of omni-channel. All hypotheses are verified to be true. Conclusions - Based on the empirical result, this study confirms that perceived performance risk and price consciousness are the important factors influencing propensity of omni-channel. According to the additional analysis, the moderating variable and positive brand experience plays important role between the propensity of omni-channel and consumer-brand relationship. Furthermore, positive brand experience influences more on consumer-brand relationship than non-positive brand experience.

Consumer Characteristics and Shopping for Fashion in the Omni-channel Retail Environment

  • RYU, Jay Sang
    • Asian Journal of Business Environment
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    • v.9 no.4
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    • pp.15-22
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    • 2019
  • Purpose: Omni-channel retailing is a new retail phenomenon. Consumers in the omni-channel environment do not rely on one channel but integrate different channels from the same retailers freely during a particular shopping journey. The purpose of this study is to better understand omni-channel shoppers in the fashion retailing context. The present study uses consumer characteristics -- fashion innovativeness, technology innovativeness, and fashion purchase involvement -- as determinants predicting consumers' omni-channel shopping intentions for fashion products. Research design, data, and methodology: Data were collected from 403 U.S. consumers, and the Structural Equation Modeling (SEM) was performed to test proposed hypotheses. The survey for this research consisted of three parts. The first part measured consumer traits in terms of their innovativeness and purchase involvement. The second part was designed to measure consumers' omni-channel shopping intentions, and the third part gathered consumer demographic information. Results: The findings confirmed that fashion innovativeness, technology innovativeness, and fashion purchase involvement positively affected consumers' omni-channel shopping intentions. Conclusions: Fashion retailers should integrate various customer touchpoints and offer mobile-enabled technologies to boost consumer traffic to both online and offline stores. They also need to create a shopping environment that is optimized for customer engagement in various shopping processes and allow them to explore different shopping channel options for best purchase decisions.

A Study on Omni-Channel Strategy in Fashion Industry (패션산업에서 옴니채널 전략에 관한 탐색적 연구)

  • Kim, SaeEun;Kim, MunYoung
    • Journal of the Korean Society of Costume
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    • v.67 no.1
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    • pp.40-55
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    • 2017
  • The current new distribution environment provides the consumers to shop at anytime and any places by using mobile appliances. So, the companies which run the offline-store increase the contact point with the consumer by launching not only online-store but also the mobile application (app). Moreover, they are trying to operate the Omni-channel shopping environment. In order for this research to draw the direction of 'the Omni-Channel Strategy', which is about the changed distribution environment of the domestic fashion enterprise, the following steps were performed. First of all, the term related to 'Omni-Channel' is defined. And then, Example of the 'Omni-Channel' strategy and 'O2O' business in the domestic distributior were researched. Lastly, present condition of the 'Omni-Channel' strategy case of the domestic fashion industry was researched. At the result, the online-stores usually have several brands which can not represent their identities. It is suggested that each online-store according to each brand has their own characteristic identity. And The Omni-Channel strategy of the domestic fashion enterprise that is needed the connection point connecting the on-line and off-line. It is able to allure the customer to the off-line-store.