Effects of omni channel characteristics on consumers’ perceived risk, attitude, and intention

Jung-min Hong,Su-yun Shin 복식문화학회 2018 服飾文化硏究 Vol.26 No.3

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.

The Effects of Omni-channel Characteristics on Chinese Consumers' Perceived Cost and Purchase Intention

Xin-Xin SHAO,Kuo GAO,강태원 한국유통경영학회 2019 유통경영학회지 Vol.22 No.5

Purpose: As a new retail model, omni-channel is different from the previous single-channel, multi-channel and cross-channel retail models, researching and exploring the impact of its characteristics on consumers' omni-channel shopping intention is beneficial to the industry and enterprise, which can better meet customer needs and improve customers satisfaction and corporate competitiveness. Based on the characteristic of omni-channel, the literature and theory on the intention of purchase through the perceived cost and omni-channel, this paper established the conceptual model of the influence mechanism of Chinese consumer on the intention of purchasing in omni-Channel. Research design, data, and methodology: A total of 293 valid samples were obtained through online questionnaire and offline face-to-face reply, taking consumers who had experienced shopping through omni-channel as subjects, and model reliability and validity test, fit test of the model, model hypothesis verification and path coefficient, mediation effect analysis were conducted by SPSS 20.0 and AMOS 20.0. Results: The empirical analysis shows that the omni-channel characteristics such as immediacy, interactivity and consistency were the main drivers that directly affected consumers' purchase intention. Immediacy and consistency not only directly but also indirectly affected consumers’ omni-channel purchase intentions, while interactivity only directly affected consumers’ omni-channel purchase intention. Among the factors affecting consumers’ omni-channel purchase intention, the effect of consistency was the largest (0.42), followed by immediacy (0.38), and the effect of interactivity was the least (0.17). Perceived cost acted as a mediating variable, and perceived cost negatively affected consumers' purchase intention of omni-channel. Immediacy and consistency of omni-channel affected purchase intention through perceived cost. Interactivity had no indirect impact on the shopping intention, mainly because consumers were used to resort to channels, so perceived cost was not sensitive to omni-channel interactivity. Conclusions: According to the research results, this paper puts forward some countermeasures and Suggestions for the retail enterprises' omni-channel strategy from the three aspects. Increasing the purchase intention by improving consistent products, services, information and experiences. Improving the immediacy level through big data and information technology to meet the needs of customers anytime and anywhere. Reducing consumer perceived costs through improved omni-channel characteristics and improving logistics levels.

옴니채널(Omni Channel) 특성이 소비자들의 지각된 위험과 태도 및 이용의도에 미치는 영향

홍정민,신수연 복식문화학회 2018 服飾文化硏究 Vol.26 No.3

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

Aekyung Kim,Eun-Jung Lee 복식문화학회 2018 服飾文化硏究 Vol.26 No.1

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.

옴니채널의 도입에 미치는 요소와 기업 성과에 관한 연구

이헌수 ( Hunsoo Lee ),서명식 ( Myungsik Seo ),최동현 ( Donghyun Choi ),최수희 ( Suhee Choi ) 한국로지스틱스학회 2018 로지스틱스연구 Vol.26 No.4

옴니채널(Omni-Channel)은 다양한 채널을 보유한 업체가 채널을 통합하여 소비자에게 일관된 서비스를 제공하는 차별화 전략 중 하나이다. 인터넷, 모바일 등 정보통신기술의 발전, 유통 시장이 성숙화로 인한 발전 속도의 둔화, 소비패턴이 비정형화 등 변화하는 시장 환경에서 경쟁력을 확보하기 위하여 옴니 채널은 중요한 전략 중 하나가 되었다. 옴니채널은 최신 유통 트렌드 및 패러다임으로 이에 대한 이해가 필요하나 아직 관련된 선행연구가 부족하다. 기존의 논문들은 대부분 옴니채널의 사례와 앞으로 나아가야 할 방향 등에 대해 서술하고 있으며, 설문조사를 실시한 논문들의 경우 소비자를 대상으로 옴니채널 서비스에 대한 소비자 행동을 주로 연구하였다. 이에 비해 본 논문은 옴니채널을 소비자의 입장이 아닌, 기업의 관점에서 연구하였다. 특히, 옴니 채널을 실행하는데 가장 주요한 요인 중 하나인 물류 시스템 등 그 범위를 물류로. 이를 위해 제조업체 148개, 유통업체 89개, 물류업체 62개 등 총 299개의 설문조사 데이터를 바탕으로 회귀분석(Regression Analysis)을 실시하였다. 분석 결과 옴니채널에 대한 기업들의 대응 수준이 전반적으로 미비한 편으로 파악되었으며, 이를 실현하기 위한 방안으로 물류센터의 통합운영과 물류센터의 실시간 재고 파악하는 능력을 갖추는 것이 옴니채널 및 O2O 환경을 제대로 지원할 수 있는 것으로 분석되었다. 물류적인 측면에서는, 3PL(3rd Party logistics)에 대한 만족도가 낮을수록 제조 및 유통 업체가 자가 물류 체계를 구축하는 것으로 분석 되었으며, 자가 물류 체계를 통해 당일 배송, 익일 배송 등 배송의 경쟁력을 제고시키는 것으로 분석되었다. 또한 본 논문은 최신 트렌드인 옴니채널에 대해 유통 업체뿐만 아니라 제조 및 물류 업체들을 포함한 포괄적인 조사를 통하여 옴니 채널 연구의 기초가 될 수 있을 것이라 기대한다. Development of ICT such as Mobile and Internet, changes of distribution industry, and changes of customers made Omni-channel. Omni-channel strategy is one of the main strategy that improve and maximize customer shopping experiences. Most of Omni-channel literatures are describing examples of Omni-channel and development. Also, most of literatures are focused on customer’s aspects. Omni Channel is the latest distribution trend and paradigm. Previous literatures have described or introduced the case of Omni Channel and suggested its future direction. Other stream of studies focused on consumers behaviors in the context of omni channel. The analysis results showed that companies do not generally have a level of response to omni channel and that the system can be operated effectively on Omni Channel and O2O through integrated operation of the logistics center and real-time inventory of the logistics center. In terms of logistics, the lower the satisfaction level of the 3rd Party logistics, the more the manufacturing and distribution companies build their own logistics system. it was analyzed that the self-contained logistics system enhances the competitiveness of the delivery such as One-day delivery or Next Day Shipping. This paper is focused on company’s performance and logistics aspects by using 148 of manufacture companies, 89 of distribution companies, 62 of logistics companies survey data. As a result of the regression analysis, omni-channel’s response level is not well developed. However, integrated logistics center and real-time inventory have impacted positively on Omni-channel and O2O. On logistics aspects, lower satisfaction on 3PL make manufacture and distribution industry to have their own logistics system(1PL, 2PL). These 1PL and 2PL increases one-day and two-day delivery. This paper did comprehensive analysis through 289 companies and can be a basis of studies on the omni-channel field.

옴니채널 쇼핑동기가 패션제품 구매의사결정단계별 소비자의 옴니채널 전략 소구에 미치는 영향 연구

김애경,이은정 복식문화학회 2018 服飾文化硏究 Vol.26 No.1

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 pre- and 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.

A Study on Omni Channel Strategy of Distributors in Korea

Soo Min Lee,Se Jin Kim,Myoung Kil Youn 제주대학교 관광과경영경제연구소 2018 産經論集 Vol.38 No.2

Purpose - Consumers are allowed to get access to online easily and immediately owing to development of information technology and expansion of smart phone and to do shopping by mobile devices without limitation on time and place. Consumers can communicate with enterprises bidirectionally. Offline shops constructed online sites to develop mobile applications and to increase contact with consumers. Research design, data, and methodology - This study examined value and patterns of new concept distribution strategy to discuss omni channel. The study investigated omni channel by exploratory analysis to find out limitation by case study and to give direction of future omni channel strategy and to apply to changes of the distribution to industries. The study investigated changes of distribution channel, background of the omni channel and expansion of omni channel in accordance with changes of time and consumption patterns. The study investigated omni channel operation strategy of distribution business by case study. Results - The study gave direction of omni channel strategy to overcome problems. First, integrated online mall should make use of advantages of offline shop based on O2O business model rather than selling of all kinds of commodities. Connect online with offline to invite customers to offline shop and to build up push alarm and promotion coupon and point and to do pick up service and to find out connection of both online and offline. Second, inform marketing target of identity of each shop by not integrated online mall of each seller but brand and target. Conclusion - This study defined appearance and expansion of omni channel and researched omni channel strategy of distributors. This study shall be initial research of direction of omni channel to be basic material of further researches. This study had limitation of exploratory research.

옴니채널 환경에서 고객경험이 리테일러 로열티 및 성과에 미치는 영향

이미아(Mi-ah Lee),이유재(Youjae Yi) 한국경영학회 2019 經營學硏究 Vol.48 No.1

The present study has investigated the conceptualization and dimensions of customer experience that can be applied to an omni-channel environment. Study 1 examined the dimensions of customer experience and validated their measurement, whereas study 2 compared the relative influences of these dimensions on omni-channel loyalty across the retail formats. The focus of the present study was on customer experience management, which is the strategic goal of retailers in omni-channel environments where various contact points are emerging between customers and businesses. The major findings of the study are as follows. First, the omni-channel customer experience consists of four dimensions: accessibility, personalization, convenience, and synchronization. Second, customer experience in the omni-channel environment appears to affect omni-channel loyalty and consequently customer relationship performance; omni-channel loyalty is found to mediate the relationship between customer experience and retailer performance. While personalization, convenience, and synchronization are important predictor variables of omnichannel loyalty, accessibility does not have a significant effect on loyalty. Third, the effects of personalization and convenience on omni-channel loyalty differ depending on the retail format. Specifically, personalization is an important antecedent of omni-channel loyalty for department stores, whereas convenience is an important antecedent of omni-channel loyalty for discount stores. The present study is meaningful in that it has extended the traditional single-channel customer experience and loyalty to an emerging omni-channel environment. The study provides useful insights on what dimensions of customer experience can help enhance loyalty toward retailers in an omni-channel environment. Therefore, this study will help retailers formulate effective channel strategies in a competitive environment where the switching barriers between channels are lowering.

옴니채널 상황에서 브랜드 충성도에 관한 연구: 카테고리 지식 조절변수

한상설 한국유통과학회 2017 유통과학연구 Vol.15 No.3

Purpose – The ICT development is affecting the consumer behaviors in selecting channel or distribution system. This study aims to advance the theory on the influence and interaction with omni-channel behaviors. Specifically, analyzing moderating variable is category knowledge that effect between propensity of brand loyalty and its precedence factor which is perceived difference, perceived value, authenticity and consumer-brand relationship. Research design, data, and methodology – The subject of this research is consumers who purchase goods in omni-channel situation. The hypothesis of this research is derived from the literature of the preceding research analysis on brand loyalty, omni-channel and consumer behaviors. This study have constructs that were defined operationally with reference to previous studies, and the research model was designed to figure out the structural relationship among perceived difference, perceived value, authenticity, consumer-brand relationship and brand loyalty. From 2016 Sept. 1 to Dec. 31, a questionnaire survey was performed targeting customers using omni-channel. 327 questionnaire survey had conducted. 316 survey data were used for empirical analysis except data that had missing and wrong value. AMOS(structural equation) was used to confirm the hypothesis which developed by researcher. Results – The results of this study are as follows. First, an authenticity has significant effect on brand loyalty. Second, in the omni-channel situation, but perceived differentiation, perceived value, consumer-brand relationship does not affect brand loyalty. According to this result, it is judged that it is easy to search for information in the situation of omni-channel and integrated decision making is done without distinction between channels. Third, category knowledge has moderating effect between brand loyalty and precedence factors. When the category knowledge level is low, preceding factors have a significant effect on brand loyalty. when the category knowledge level is high, the preceding factors did not have a significant effect on brand loyalty except the authenticity. Conclusions – This study finds out omni-channel’s phenomenon is different from other distribution channel phenomenon. In the situation of omni-channel, it is suggested that brand loyalty may be relatively low for a certain brand because it raises the knowledge level of the category. Then this study provides a managerial implications based on the role of the moderate effect on category knowledge, brand loyalty and omni-channel.

소비자 옴니채널 성향과 소비자-브랜드 관계에 관한 연구: 브랜드 경험 조절효과

박승환 한국유통과학회 2016 유통과학연구 Vol.14 No.11

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.