교차쇼핑을 유발하는 온라인과 오프라인 쇼핑몰의 점포속성에 관한 연구

다국어 초록 (Multilingual Abstract)

This study on online and offline store attributes that cause crossover shopping of online and offline shopping malls. We have interested in alternative or complementary store attributes in interrelation of online and offline shopping malls. This study focused on switching intention and complementary factors between online and offline shopping malls in crossover shopping. That is, ‘are consumers choices for online and offline shopping malls differentiated?’. Online and offline shopping malls have different by environments, characteristics, and their strengths and weaknesses. This variety of shopping mall attributes have provided consumers with a variety of choice opportunities, and these consumers selection factors and conversion intentions are very important in terms of retailer. Recently, Consumers shopping behavior is frequently changed between online and offline shopping malls. Crossover shopping for these online and offline shopping malls is becoming an important issue in the retail industry s retail strategy research on store selection behavior. In previous researches related to store images of offline and online shopping malls, various store attributes were selected according to the research situation. In this study, we focused on substitute relationship and supplementary relationship between online and offline shopping mall to identify store attribute factors and draw implications through substitution and complementary relationship. As a result of analysis, it was found that there is a difference in the comparative advantage of online and offline store attributes in each cross shopping situation. In the shopping stage, the online store attributes (convenience, ease of comparison, product composition, price / value, quality versus price, etc., frequency of ad exposure, referrals around people, trust in products and services, etc.). Based on the results of this study, it was found that the consumers who use the online shopping mall and the offline shopping mall simultaneously evaluate the selection factors of the stores in the purchase process.

참고문헌 (Reference)

1 조광행, "점포충성도에 대한 전환장벽과 고객만족의 영향력에 관한 실증적 연구" 28 (28): 127-149, 1999

2 전종근, "점포충성도 결정요인에 대한 온라인-오프라인 비교 : 점포이미지 변수들을 중심으로" 한국유통학회 9 (9): 1-20, 2004

3 안광호, "점포이미지 / 자아이미지일치와 점포선호도와의 관계에 관한 연구" 2 (2): 1-17, 1991

4 윤명숙, "전문포털의 웹사이트 특성이 e-신뢰에 미치는 영향" 한국콘텐츠학회 6 (6): 1-12, 2006

5 전달영, "인터넷 쇼핑몰에서 쇼핑가치와 쇼핑몰 애호도의 결정요인: 엔터테인먼트 상품을 중심으로" 한국경영학회 31 (31): 9-1705, 2002

6 서문식, "인터넷 쇼핑몰 특징과 감정적 반응과의 관계에 관한 연구" 한국마케팅학회 17 (17): 113-145, 2002

7 이태민, "온라인, 오프라인 점포 이미지 비교에 관한 연구" 3 (3): 99-124, 2002

8 이해나, "온라인 정보탐색에서 온라인 구매로 연결되는 특성에 관한 탐색적 연구" 한국유통학회 20 (20): 295-318, 2015

9 정기훈, "온·오프라인 유통기업의 비즈니스 모델 변화에 대한 연구" 국제e-비즈니스학회 20 (20): 19-42, 2019

10 LIULU, "소비성향, 모바일 간편 결제서비스 선택속성과 행동의도에 관한 실증적 연구: 중국 소비자 중심으로" 국제e-비즈니스학회 20 (20): 3-17, 2019

11 장정, "모바일 전자상거래에서 한국과 중국의 정보프라이버시, 신뢰, 정보제공 의도에 대한 비교 연구" 국제e-비즈니스학회 20 (20): 99-116, 2019

12 김상현, "고객재구매의도 결정요인에 관한 연구:고객가치, 고객만족, 전환비용, 대안의 매력도" 한국마케팅학회 17 (17): 25-55, 2002

13 조광행, "고객만족 및 전환장벽이점포애호도에 미치는 효과에 관한 연구" 14 (14): 47-74, 1999

14 Dichter, "What’s in an Image?" 2 (2): 75-81, 1985

15 Lederer, A.L., "The Technology Acceptance Model and the World Wide Web" 29 : 269-282, 2000

16 Martineau, P., "The Personality of the Retail Store" 36 : 47-55, 1958

17 Lindquist, J., "The Meaning of Image" 50 (50): 29-38, 1974

18 Ping, Robert, A. Jr., "The Effects of Satisfaction and Structural Constraints on Retailer Exiting Voice, Loyalty, Opportunism, and Neglect" 69 (69): 320-352, 1993

19 Grewal D., "The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions" 74 (74): 331-352, 1998

20 Biswas, D., "The Diagnostic Role of Signals in the Context of Perceived Risks in Online Shopping : Do Signals Matter More on the Web?" 18 (18): 30-45, 2004

21 Steenkamp, "Segmenting retail markets on store image using a consumer-based methodology" 67 : 1991

22 Chang, E. C., "Research note : E-store Image, Perceived Value and Perceived Risk" 66 (66): 864-870, 2013

23 Kwon, W. -S., "Reciprocal Effects Between Multichannel Retailers' Offline and Online Brand Images" 85 (85): 376-390, 2009

24 Hartman, K. B., "Recapturing Store Image in Customer-based Store Equity : A Construct Conceptualization" 58 (58): 1112-1120, 2005

25 Hans van der, Heijden, "Online Store Image: Conceptual Foundations and Empirical Measurement" 41 : 609-617, 2004

26 Tibert Verhagen, "Online Purchase Intentions: A Multi-Channel Store Image Perspective" 46 : 77-82, 2015

27 Ranganathan, C., "Key Dimensions of Business to Consumer Web Sites" 39 (39): 457-465, 2002

28 Zimmer, Mary R., "Impressions of Retail Stores: A Content Analysis of Consumer Images" 64 (64): 265-291, 1988

29 Bell, S. J., "Image and Consumer Attraction to Intraurban Retail Areas : An Environmental Psychology Approach" 6 : 67-78, 1999

30 Verhof, Peter. C., "From Multi-channel Retailing to Omni-Channel Retailing Introduction to the Special Issue on Multi-Channel Retailing" 91 (91): 174-181, 2015

31 Chen, L. D., "Enticing Online Consumers : an Extended Technology Acceptance Perspective" 39 : 705-719, 2002

32 Lohse, G. L., "Electronic Shopping : The Effect of Customer Interfaces on Traffic and Sales" 41 (41): 81-87, 1998

33 Bezes, C., "Definition and Psychometric Validation of a Measurement Index Common to Website and Store Image" 67 : 2559-2578, 2014

34 Srinivasan S. S., "Customer Loyalty in e-Commerce : and Exploration of Its Antecedents and Consequences" 78 : 41-50, 2002

35 Keaveney, S.M., "Conceptualisation and Operationalisation of Retail Store Image: A Case of Rival Middle-Level Theorise" 20 (20): 165-175, 1992

36 Liu, K. P., "Arnett, Exploring the Factors Associated with Website Success in the Context of Electronic Commerce" 38 : 23-33, 2000

37 Anderson J. C., "A Model of Distributer Firms and Manufacturer Firm Working Partnerships" 54 : 42-58, 1990

38 Dickson J., "A Method for Developing Tailormade Semantic Differentials for Specific Marketing Content Areas" 14 (14): 87-91, 1977

39 Chen, Z., "A Conceptual Model of Perceived Customer Value in e-Commerce : A preliminary investigation" 20 (20): 323-347, 2003