Earticle

초록

영어

The purpose of this study is to analyze the purchase journey for consumers who purchase sportswear brands with omnichannel that can show cross-over shopping behavior such as webrooming, showrooming, and morooming. As a research method, first, through four sections (touch points) of McKinsey's consumer purchase decision-making journey and prior interviews, the contact points of the sportswear brand consumer's purchase journey were identified and confirmed through expert meetings. The travel map was constructed by classifying the experience factors that occur at the contact points for the confirmed purchase journey into expected value and CLUE factors according to their characteristics. The subjects of the study first conducted an in-depth interview with three consumers of sportswear brands, and then interviewed 20 consumers who had purchased sportswear brands with omnichannel established over the past year through a semi-structured questionnaire based on the performance of the first year's assignments and in-depth interviews. The consumer decision-making journey map was finally prepared, including the contact points, expected value, and CLUE factors according to the shopping journey. As a result of the study, the consumer purchase journey was divided into four primary stages: consideration, evaluation, purchase, and post-purchase experience. These stages were subsequently delineated into nine more granular steps, which were as follows: needs assessment, consideration of alternatives, active consideration, collection of specific information, decision on purchase method, purchase, confirmation and evaluation, sharing, and communication. In the purchase journey map, expected value, CLUE, and physical evidence for the purchase journey stage and touch point were presented, respectively, and expected value, CLUE factors, and physical evidence were presented.

목차

Abstract
1. Introduction
2. Research Method
2.1 In-Depth Interviewee
2.2 Interview Method and Contents
2.3 Interview question content and analysis method
3. Results
3.1 Analysis of Experiences of Purchasing Decisions In-Depth Interview Results
3.2 Sportswear brand purchase journey map analysis results
4. Conclusion
Acknowledgement
References

키워드

저자

• Young-Man Kim [ Professor, Department of Sports Management, Dankook University, Korea ]
• Kyung-Won Byun [ Assistant Professor, Department of Graduate School of Business Administration, Dankook University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380