• Journal of Distribution Research
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• v.12 no.3
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• pp.69-90
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• 2007

This study is set out to investigate the factors that influence customers' behavior of choice and switching between online and offline channels, separating the purchase decision into two stages, i.e., information search and purchase. Factors influencing channel choice are found to differ from stage to stage. The main results of this study are as follows. At the information search stage, customers' channel knowledge had impacts on the choice of the channel. Customers are more likely to visit offline bookstores when they have hedonic shopping orientation and higher involvement level with books. On the contrary, customers are more apt to search online when they have a lot of online shopping experiences. At the purchase stage, the results varied according to the search channel. When customers search for information online, the following variables lead to online purchases: online shopping experiences with books, price-focused shopping orientation, and time availability for shopping. Perceived risk made customers purchase offline even though they searched online. In case of offline searching, customers with more convenience-focused, hedonic-focused shopping orientation and less tim availability purchased offline.

• Korean Management Science Review
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• v.33 no.4
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• pp.77-89
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• 2016

Due to recent proliferation of the mobile shopping channels, customers increasingly tend to purchase using online channel while experiencing physical products in offline shops. This phenomenon requires traditional offline retailers to consider integrating online channels. In this study, we propose strategic options for the traditional offline retailers regarding the online channel integration, and provide corresponding decision models to maximize the expected profits. We also investigate how the strategic options vary with the product characteristics, by categorizing the products based on inventory cost, demand uncertainty, and fitness to the online channels. By analyzing numerical examples we illustrate how the best online channel integration strategy should be differentiated depending on the product categories.

• Management Science and Financial Engineering
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• v.11 no.3
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• pp.95-107
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• 2005

As online shopping malls have emerged as a substantial shopping channel, they have used various sales promotion strategies to acquire new customers. Most of these strategies have been applied by offline malls for years. One, loss-leader pricing, is a type of promotional pricing in which stores sell well known products below their marginal cost, in order to attract customers and induce them to purchase more goods through impulse buying. This strategy is based on the expectation that customers will factor transaction costs into their purchasing decisions. However, its application to online malls fails to recognize that transaction costs are lower online, and that customers will behave differently as a result. Our study predicts that loss-leader pricing will not work online because online malls entail lower searching and moving costs than offline malls The study examines the effectiveness of loss-leader pricing with empirical data from a survey as well as log data from a Korean online shopping mall. The results show that while loss-leader pricing does attract customers to online shopping malls, it encourages cherry-picking rather than impulse purchases of regular-price goods.

• Human Ecology Research
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• v.56 no.2
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• pp.109-122
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• 2018

Cross-border online shopping is an example of non-mobile transnational consumption behavior that has become more popular over the last decade due to the development of technology and transportation. Based on the Theory of Reasoned Action(TRA), this study proposed and tested the hypothesized model that would explain the relationships among consumption beliefs, attitudes toward cross-border online shopping, subjective norms, and purchase intention. Consumption beliefs were measured by global consumption orientation, consumer orientation, and global brand beliefs. In addition, subjective norms included two types: online and offline norms. Descriptive statistics and path analysis were employed for the analysis of the dataset of 174 participants. As a result, the hypothesized model was generally supported. Consistent with the hypothesis, global consumption orientation and global brand beliefs were positively related to positive attitudes toward cross-border online shopping but negatively associated with consumer ethnocentrism. Offline subjective norms positively predicted both the attitudes and purchase intention whereas online subjective norms only predicted purchase intention. The results reflected that TRA was applicable to the intention of cross-border online shopping in a current on-line shopping context. We also discussed the practical applications and limitations of the study.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.1
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• pp.27-38
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• 2013

Word-of-mouth (WOM) communication (traditionally important in consumption) is expanding its influence into cyber space and is playing an important role in online shopping. Consumers who use online shopping might not readily make purchasing decisions due to information overload, lack of accurate product recognition, and the distrust of commercial information. Subsequently, people use WOM communication for a mutual interchange with others who share common concerns, interests, and purposes. This study examines the consumer characteristics, perceived risk on online shopping and benefits of online shopping according to WOM behavior that may significantly affect consumer actions. Factor analysis, t-test, one-way ANOVA, cluster analysis, and Chi-square analysis were used for statistical analysis to identify the differences in consumer characteristics. Online WOM behavior consumers purchased more various items than offline WOM behavior consumers; however, the most influential purchasing factor was price regardless of WOM behavior. Offline WOM behavior consumers have shown higher perceived online shopping risks and benefits.

• Asia-Pacific Journal of Business
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• v.13 no.2
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• pp.197-207
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• 2022

Purpose - This study reestablished the concept of mixed emotions experienced in online and offline shopping environments, and structuralized emotional responses which manifest mixed emotions in each channel, and developed a method of measuring overall mixed emotions in consideration of the asymmetry of emotions. Design/methodology/approach - This study conducted a focus in-depth interview based on phenomenological research and exploratory preliminary survey using questionnaires. In addition, a survey was conducted as a quantitative survey. Findings - Qualitative and quantitative researches were conducted to derive major emotional responses items which manifest mixed emotions in online and offline shopping environments and determine differential emotional structure in each channel. As a result, it was confirmed that mixed emotions consisted of 5 factors in each channel and 21 emotional responses. In addition, a method of measuring overall mixed emotions considering the asymmetric of emotions was developed to prove the difference in behavioral responses. Research implications or Originality - This study is meaningful in that it helps companies efficiently manage and understand customer responses to their products by classifying and systemizing the emotional responses experienced by consumers in online and offline purchase and consumption situations according to the purchase environment.

• Fourth Industrial Review
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• v.2 no.2
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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.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.5
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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.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.1
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• pp.13-25
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• 2011

This study investigates the factors influencing consumer's channel selection for luxury fashion items, specifically the effect of (i) perceived luxury benefits, (ii) perceived online shopping risks, (iii) demographics, and (iv) purchasing behavior. A survey questionnaire was developed and implemented to measure the perceived luxury benefits, perceived online shopping risks, purchasing behaviors, and consumer demographics. A total of 396 responses were analyzed by one-way ANOVA, cross-tab, and multinomial logit analysis with SPSS18.0. The results are as follows. First, those who shop in offline shopping channels tend to be heavy buyers that look for product quality and conspicuousness. They perceive low risks from online shopping and purchase few bag items offline. Second, those who shop online tend to be men and perceive the high benefits of economic value. Third, those who shop in multi channels tend to be men, search for information via the Internet, and purchase few accessory items. Implications for multichannel strategies are suggested.

• The Journal of Industrial Distribution & Business
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• v.12 no.3
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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.