디지털 멀티채널 환경에서의 구매형태 실증적 비교 연구

다국어 초록 (Multilingual Abstract)

This study is a comparison of shopping patterns in multi-channel environments. The study?looks at the purchasing characteristics in single-channel platform environment and?multi-channel platform environment,?with the level of contribution to each channel type from digital channel customers, depending on the platform environment of internet, TV and mobile devices.
Results show, first, that there are clear differences between channels?of?internet, TV and mobile shopping in case of single-channel platform usage.
Specifically, internet shopping users tended to schedule their purchasing at 10am, 3pm and 5am, while TV shopping users tended to buy primarily on the weekends. Also, mobile shopping users displayed purchasing patterns linked with TVs as mobile shopping is currently in its early stage and therefore still integrating IT technology. The development of mobile applications and convenience in payment will lead to new usage patterns.
Second, it was confirmed that there are clear differences in use characteristics among multi-channel platforms. Specifically, the proportion of customers who used TV shopping and internet shopping supplementarily was 96%, indicating that it is the main channel of use. Mobile shopping use was shown to be still low compared to market growth. Average age was lowest for customers who used both internet and mobile shopping, and connections between product type and channel characteristics were confirmed with experience goods primarily purchased through TV shopping and credence goods such as insurance and services purchased through internet shopping. Purchasing frequency among channels was highest among customers using both internet and mobile shopping, while average purchase price was highest for TV shopping and lowest for mobile shopping.
Third, RMF analysis showed that there are clear differences between channels in the level of contribution from customers. Internet shopping customers had the greatest contribution level, followed by customers who use TV, internet and mobile shopping, with TV shopping customers and customers who use TV and mobile shopping having the lowest loyalty and contribution level. Looking in detail, TV shopping and internet shopping could be seen as supplementary than substitutionary.
In conclusion, to realize an integrated market planning, it is important for digital multi-channel managers?to create appropriate channel mixture strategy based on customers, products, services and IT technology that fits each channel's characteristics.

목차 (Table of Contents)

• 제1장 서 론 1
• 제1절 연구 배경 1
• 제2절 연구 목적 4
• 제3절 연구 범위 및 구성 6
• 1. 연구의 범위 6
• 2. 논문의 구성 8
• 제2장 이론적 배경 10
• 제1절 멀티채널 전략 10
• 1. 멀티유통 채널 10
• 2. 채널별 갈등과 시너지 11
• 제2절 멀티채널 선택 13
• 1. 구매의사결정과 채널선택 13
• 2. 채널별 충성도 및 구매액 15
• 제3절 멀티채널 선택에 미치는 영향 16
• 1. 인구통계학적 16
• 2. 상품의 유형 17
• 3. 고객 Service 및 Promotion 19
• 제3장 연구 방법 22
• 제1절 연구 과제 22
• 제2절 연구 설계 23
• 제3절 연구 대상 및 자료 수집 24
• 제4절 연구 분석 방법 24
• 제4장 연구 결과 분석 26
• 제1절 싱글채널 플랫폼 별 고객 이용 특성 26
• 1. 채널 별 고객 특성 26
• 2. 채널 별 상품특성 34
• 3. 채널 별 고객 Service 특성 39
• 4. 채널 별 Promotion 특성 40
• 제2절 멀티 채널 플랫폼간 고객 이용 특성분석 45
• 제3절 디지털 멀티채널 이용고객의 기여도 분석 54
• 제5장 결 론 61
• 제1절 요약 및 결론 61
• 제2절 연구의 의의와 향후 연구과제 64
• 참고문헌 66
• ABSTRACT 71

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