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RISS 인기검색어
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- 저자 : Audhesh K. Paswan (검색결과 2 건)
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Audhesh K Paswan,Joyce A Young,Robert D Green People&Global Business Association 2000 Global Business and Finance Review Vol.5 No.1
Using three of Macneil's relational norms within the context of Indian buyer-seller relationships, this study empirically examines the effect of relational norms on channel member support activities undertaken by manufacturers. The results of path analyses suggest that solidarity, the preservation of a trusting, ongoing relationship, may be an important determinant of marketing-related support activities provided to channel members. On the other hand, role integrity, which captures the complexity aspect of relational norms, and mutuality, which is the preclusion of regular monitoring, have insignificant effects on channel member support activities.
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Online versus Offline B2C Shopping - A Multinational Comparison
Gopala Ganesh,Dongdae Lee,Audhesh K. Paswan,MJ Xavier 한국소비문화학회 2006 소비문화연구 Vol.9 No.2
본 연구는 상이한 경제적, 사회적, 문화적 배경을 가진 한국, 미국, 인도 3개국 소비자들이 온라인과 오프라인 쇼핑 두 가지 방식 중에서 어느 한 가지를 선택할 경우 이들 3개국 소비자 집단들 사이에 쇼핑 동기 측면에서 차이가 존재하는지 여부와 만약 차이가 존재한다면 그 구체적 내용은 무엇인가를 알아보기 위한 것이다. 연구 결과에 의하면 3개국 소비자들의 온라인 쇼핑 방식과 오프라인 쇼핑 방식에 대한 선택 동기는 예상대로 상이한 것으로 나타났으며, 구체적으로는 상품 구색, 보장성, 괴로움, 즐거움, 실용성, 반응성 등의 여섯 가지 측면에서 이들 3개국 소비자들이 생각하는 중요성과 쇼핑 방식 선택에 미치는 영향들이 다른 것으로 나타났다. 본 논문에서는 이러한 내용과 더불어 실무적 의미도 함께 논하고 있다.. Purpose This study explores whether consumers from USA, India, and Korea are motivated by similar sets of motivational factors in choosing between online versus offline or traditional stores. Methodology In the USA, it was a single mail out survey. In India, it was personal interviews of households randomly selected from a consumer panel. For Korea, the original USA B2C survey form was translated into Korean and then handed out by students to either a parent or an adult consumer. Findings Results suggest that the three groups are indeed different in terms of shopping motivations, influencing their preference for shopping mode ? online versus offline. Limitations One limitation is sampling frame and sampling procedure. Another is the possibility that we may have missed some shopping motivation dimensions unique to each country and sub-culture. Practical Implications Data on motivational differences among consumers in different countries should help online and offline retail managers be more effective in planning and implementing retailing mix strategies, thus enhancing consumer satisfaction. The results also hold important implications in the areas of segmentation and targeting, by not trying to sell everything to everyone in the same manner. Originality/Value Three country study. Middle class consumer data from one developed (USA), one advanced developing (Korea) and one developing but huge consumer market (India)
KCI
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