Earticle

최근 스마트 폰의 확대와 보급은 모바일을 이용해 펼쳐질 새로운 마케팅 활동에 기회를 제공하고 있으며 이에 따른 소비자들의 구매행동에도 영향을 미치고 있다. 소비자 의사결정스타일은 쇼핑과 구매에 대한 정형화된 정신적․인지적 지향으로 소비자선택에 지속적으로 영향을 미치며 많은 학자들에 의해 관심을 받아왔다. 본 연구는 소비자들의 온․오프라인 채널선택이 소비자 의사결정 스타일에 영향을 미치는지 알아보고 또한 개인의 혁신성이 온․오프라인 채널선택과 의사결정 스타일간의 영향관계에 조절변수로써의 역할을 하는지 조사하고자 하였다. 본 조사를 위해 대구경북 지역의 대학의 대학생을 대상으로 편의표본추출 방법을 바탕으로 2012년 8월 27일～9월 3일 동안 설문조사가 이루어졌으며 총 378부가 최종 분석에 사용하였다. 본 연구의 결과에 따르면 첫째, 의사결정 스타일 중 완벽⋅품질추구형, 상표추구형, 유행추구형, 혼동성향 스타일 등이 온․오프라인 채널선택에 따라 차이가 있는 것으로 나타났으며 특히 이들 스타일은 오프라인에서 좀 더 뚜렷하게 나타나는 것으로 밝혀졌다. 둘째, 개인의 혁신성은 선택혼란형의 의사결정스타일을 가지는 대학생들의 온․오프라인 채널선택에 있어서 조절변수로써의 유의미한 영향을 미치는 것으로 나타났으며, 특히 온라인 채널 사용시 좀 더 뚜렷하게 나타나는 것으로 조사되었다. 본 연구 결과는 온․오프 두 채널이 차별화된 경쟁우위를 가지고 서로 발전할 수 있는 마케팅전략을 수립하는데 유용한 정보를 제공하고 소비자들의 쇼핑행동과 성공적인 마케팅전략을 수립하는데 시사점을 제공하고자 한다. 마지막으로 연구의 이론적⋅실무적 시사점과 한계점이 논의되었다.

The rapid penetration of smartphones to the mobile market provides a mobile marketer with a new marketing opportunity. Thus, concomitant with the rapid growth of the Internet, consumers’ shopping activities on the Internet are becoming more significant every year and consumers’ shopping behavior online is becoming a major research topic. Previous studies showed that channel characteristics influence the consumer decision making process and purchasing behavior. Consumer decision making styles have received a great attention from contemporary researchers as factors influencing consumers’ purchasing behaviors. As one of the factors influencing consumers purchase behavior, decision-making styles are crucial for understanding consumer shopping behavior and for developing successful marketing strategies. Despite the fact that most studies reveal that consumer purchase behavior is different online compared to offline due to different channel characteristics, little research is focused on decision-making styles of consumers when shopping online. The purpose of this study are; to investigate whether on/offline channel choice influence consumer decision-making style; to examine whether there is a moderation effect of innovativeness on the relationship between channel choice and consumer decision making styles. The 400 questionnaires were distributed to university which is located in Daegu and Gyengbuk area. Excluding missing data, 378 usable data were analyzed. The results from the study are as follows: first, there was a significant differences exist between channel choice and consumer decision-making styles in terms of perfectionism/quality consciousness style, brand consciousness style, fashion consciousness, and choice-confusion style; second, the results of this study showed that innovativeness played a moderating role in the relationship between channel choice and choice-confusion style. Theoretically, first, this study sheds light on the under-researched area of decision-making styles, in particular, the conceptualization of the concept; second, it helps to provide knowledge and variability of the relationship between online decision-making styles and channel type. The theoretical and managerial implications of this study were discussed. Practically, first, marketers need to understand their target consumers’ decision-making styles across channel factors to improve their strategic marketing activities and develop effective communication to support consumer decisions; second, marketers need to continuously observe consumers’ decision-making styles and capture emerging new styles since the studies show that macro-environmental change in shopping environments might require changes to the developed dimensions; third, marketers can utilize consumer offline and online decision-making styles for segmenting, targeting, and positioning consumers according to the given context; finally, personalization and customization in terms of addressing individual differences in shopping styles might be necessary to reinforce loyalty of online and offline customers. Finally, the overall findings, limitations of the studies, and agenda for future research were discussed.

This study investigates how stimulus payments intended exclusively for the fast recovery of small offline retailers during the COVID-19 affect the spending patterns of consumers across channels (e.g., online/offline channels) and the sales performance of retailers of different sizes. Findings reveal that the increase in disposable incomes from the financial aid spills over onto alternative retailers (i.e., established offline stores) and online vendors that have been less affected by the crisis. Sales inequality among small offline retailers widened after the payment disbursement. Small offline retailers in low-income regions and remote areas obtained minimal benefits compared with retailers in high-income regions and commercially dense localities. Individual-level analysis shows that male consumers spend less at small offline retailer stores than their female counterparts. Consumers belonging to low-income brackets spend considerably less at offline merchants than their high-income equivalents. We draw marketing implications for the recovery of small offline retailers during the pandemic.

본 연구에서는 O2O 서비스 활성화를 위한 고객들의 통합적 서비스 경험을 살펴보고자 한다. 기존 서비스 경영 및 마케팅 연구에서는 오프라인 매장에서의 서비스 경험에 초점을 두었고, 경영 정보 연구에서는 모바일 어플리케이션에서 의 서비스 경험만을 살펴보는 경우가 많았다. 본 연구에서는 고객들이 인지하는 오프라인 매장의 특성과 모바일 어플리케이 션의 특성을 동시에 고려하여, 고객들의 통합적인 서비스 경험을 살펴보았다. 그리고 해당 카테고리 안에서 해당 기업의 상대적 지출 비중을 살펴볼 수 있는 지갑 점유율을 최종 종속 변수로 고려하였다. 스타벅스에 자주 방문하고 해당 브랜드의 어플리케이션을 사용하고 있는 219명의 고객을 대상으로 연구 모형을 검증하였다. 연구 모형 분석에 PLS를 활용하였다. 연구 모형 분석 결과, 오프라인 매장에 대한 만족은 지갑 점유율에 유의한 영향을 미치지 않았지만, 모바일 어플리케이션에 대한 만족은 지갑 점유율에 유의한 영향을 미쳤다. 모바일 어플리케이션이 제공하는 유희적 혜택과 사회적 혜택은 모바일 어플리케이션 만족 형성에 핵심적인 역할을 담당하였다. 본 연구 분석 결과를 통해 O2O 서비스의 고객 경험을 증진할 수 있는 서비스 운영 및 마케팅 전략을 수립하는데 도움을 줄 수 있을 것으로 기대한다.

This study explores unified service experience to boost O2O services. Previous studies on service management and marketing only focused on customer experience in offline stores, while prior works on information systems looked only at the experience of services in mobile applications. In this vein, this study took into accounts the characteristics of offline stores and the benefits of their mobile applications. Moreover, the final dependent variable was share of wallet to measure customer’s expenditure within the category. The theoretical model was tested based on 219 consumers who frequently visit Starbucks and use its mobile application. PLS method was applied to analysis the research model and hypotheses. The analysis results showed that customer satisfaction about offline store is not significantly related to share of wallet, while satisfaction about mobile application plays a significant role in enhancing share of wallet. Hedonic and social benefits were found to have significant effects on satisfaction about mobile application. The analysis results help establish service marketing and strategies to enhance the unified customer experience of O2O service.

은행 산업의 디지털 전환이 가속화되면서, 오프라인 채널 전략의 재정립이 중요한 과제로 부상하고 있다. 무분별한 점포 폐쇄는 시니어 고객의 금융 접근성 저하로 이어질 수 있으므로, 금융 소외를 최소화하는 동시에 채널 운영 효율성을 높일 수 있는 전략 마련이 필요하다. 본 연구에서는 부산광역시 행정동 단위의 노인 인구 비중, 소비매출, 생활인구 데이터를 활용하여 시니어 고객의 특성을 반영한 오프라인 채널 전략을 제안한다. 클러스터링 기반 분석 결과 고령화 수준이 높은 71개 행정동 중 시니어 금융 특화 운영이 적합한 13개 지역과 기능 간소화가 가능한 58개 지역을 도출하였으며, 노인 인구 비중이 높은 지역 내에서도 생활인구와 소비매출에 따라 뚜렷한 특성 차이가 존재함을 확인하였다. A은행 점포 운영 사례와의 비교를 통해 제안한 전략의 실무 적용 가능성을 검토하였으며, 시니어 고객의 금융 접근성을 유지하면서도 채널 운영 효율성을 높일 수 있는 현실적인 대안으로서의 실효성을 확인하였다. 또한, 본 연구는 시니어 고객의 특성을 반영한 채널 전략의 필요성을 실증적으로 입증함으로써 학술적 논의를 확장하였고, 고령층 금융 포용성 강화 정책 수립의 기초 자료로 활용될 수 있다는 점에서 의의가 있다.

As the digital transformation of the banking industry accelerates, redefining offline channel strategies has emerged as a critical challenge. Indiscriminate branch closures risk reducing seniors’ access to financial services; therefore, strategies are needed that minimize financial exclusion while enhancing operational efficiency. This study proposes an offline channel strategy tailored to the characteristics of senior customers by utilizing district-level data in Busan on elderly population ratio, senior expense, and senior living population. Through clustering analysis, 13 districts were identified as suitable for senior-focused financial services, while 58 districts were found appropriate for functional simplification, among a total of 71 districts with a high elderly population. The findings also reveal clear differences in district characteristics depending on senior expense and senior living population, even within areas with similarly high elderly population ratio. The practical applicability of the proposed strategy was examined through a comparison with the case of Bank A’s branch operations, confirming its effectiveness as a realistic alternative that both preserves seniors’ financial accessibility and improves channel efficiency. Furthermore, by empirically demonstrating the necessity of channel strategies that reflect seniors’ characteristics, this study contributes to academic discourse and offers valuable insights for policy development aimed at strengthening financial inclusion for seniors.

온라인 판매가 무서운 성장세를 보여주고 있음에도 불구하고, 소비자 채널 전환행동 영역에서 오프라인 밴드왜건이 여전히 많은 주목을 받고 있다. 소비자의 오프라인에서 온라인 소매업자로의 전환행동을 탐색하는 기존연구와 달리, 본 연구는 push-pull-mooring 모델을 기반으로 소비자가 온라인에서 오프라인 채널로 전환하는 이유와 시점에 중점을 두어 살펴본다. 따라서, 본 연구는 구조방정식 모델과 SPSS를 이용하여 설립된 연구가설을 검증하였다. 그 결과는 예상대로 push 요인(지각된 위험과 불만족)과 pull 요인(대안매력과 지각된 주인의식)이 모두 소비자의 온라인에서 오프라인 채널로의 전환의도에 긍정적 영향을 미치는 것으로 나타났다. 또한, push 요인과 전환비용간의 상호작용 및 pull 요인과 주관적 규범간의 상호작용을 제외하고, 모든 push 요인과 mooring 요인(전환비용, 다양성 추구 성향과 주관적 규범)간의 상호작용 및 pull 요인과 mooring 요인간의 상호작용이 검증되었다. 마지막으로 시사점과 한계점을 더불어 제시하였다.

Despite an impressive growth of online sales, the bricks-and-mortar bandwagon still remain high-profile in the realm of consumer channel switching behavior. Different from the existing research exploring the consumer switching behavior from the offline to the online retailer, this study is an effort to investigate why and when do consumers switch from the online to the offline channel by applying the push-pull-mooring framework. Thus, structural equation modeling and SPSS were used to test the established hypotheses. The results, as expected, show that both push factors (i.e., perceived risk and dissatisfaction) and pull factors (alternative attractiveness and perceived ownership) are positively related to a consumer's intention to switch from the online to the offline channel. Moreover, all of expected interactions between push factors and mooring factors (i.e., switching costs, variety seeking, and subjective norms), and between pull factors and mooring factors are supported, except for the interactions between push factors and switching costs as well as between pull factors and subjective norms. Finally, implications and limitations are discussed.

Despite the benefits of online shopping, we easily observe consumer behaviour when making purchases through offline channels. Why do they choose to go offline by taking the effort to go there? As a factor influencing decision making, this study assumes that distrust of online shopping increases webrooming intentions that online consumers move to offline channels. Consumers check online reviews as well as seller information to increase their purchasing confidence. There are few studies on the effect of negative online reviews on consumers' purchasing decisions. Contrary to the pessimistic results of previous studies, the results of this study explain the mechanism by which consumers who saw negative online reviews feel distrust of online shopping and go to offline stores. It provides implications for understanding the migration phenomenon of online shoppers to offline channels and what strategies should be prepared to retain and attract customers to each channel.

Most of the previous studies focused on individual consumption behavior, but ignored the investigation of family consumption behavior. In particular, few studies have explored the influence of children on family consumption from an intergenerational perspective. Based on a survey of post-90s children in China, this research attempts to explore family consumption and purchase patterns under the Internet environment in China, and analyze the relationship between online and offline interaction and family online purchase intention and its underlying mechanism. This study was conducted an empirical analysis based on data collected for college students born after the 90s aged 18 to 25. Through empirical research, the results show that offline intergenerational interactions have a positive impact on family online purchase intention through consumption communication, and consumers’ subjective norm plays a mediating role between consumption communication and family online purchase intention, while consumption recommendation and consumption innovation have no significant effect on family online purchase intention; online social interaction has a positive impact on family online purchase intention through participatory interaction and knowledge interaction, and perceived control plays a mediating role in the influence of participation and knowledge interactions on family online purchase intention, sharing interactions have no significant effect on family online purchase intention. These empirical results implicates that not only enrich family consumption behavior and intergenerational interactions, but also gain insight into family consumption patterns and substantially improve enterprises marketing strategies.

Although the online market is growing fast, sales of fresh food are growing slowly compared to other products. Certain fresh foods sold well in online stores, but many other foods appear less popular. For understanding the difference, this study investigated whether any peculiar characteristics of fresh food could be the difference between offline and online sales. In this study, 428 individual participants were recruited and each participant completed 1712 questionnaires in response to an online survey questionnaire on four fresh foods. The results of this study showed that the inconvenience of after cooking fresh food products had a negative effect on intention to purchase offline and did not affect the intention to purchase online. Therefore, fresh food products that have an unpleasant smell and are difficult in terms of cleaning and supplementary work may be suitable for sale in the online market.

Despite the development of diversity in channels used by consumers to purchase goods and service, there is little research that considers the impact of the channels and their characteristics on customer satisfaction. Identification and measurement of the antecedents to channel satisfaction and the extent to which the importance of such antecedents might vary by context (channel or product category) has important implications for marketers and the management of the channels. This paper aims to develop a channel satisfaction measure that can be applied across contexts. A behavioral model with seven antecedents of channel satisfaction is developed and tested using a web based, self completed questionnaire and multivariate analysis. Of the seven proposed factors, five were found to affect channel satisfaction and the analysis demonstrates clear differences based on mode (offline vs online) and product category (goods vs services). While the current research adds to the understanding of buying behavior and the channel construct, further research should consider a multi?channel context and additional data collection is needed to further refine and enhance the model. The clear differences identified between offline and online purchases and between goods and services purchases in terms of which factors are/are not important contributors to satisfaction with the channel and the purchase process suggest the need to consider such factors when devising a distribution strategy and selecting channels to market. Furthermore, this paper contributes to the customer satisfaction field in that the research considers the influence of the channel’s characteristics on satisfaction (an under?researched area) and develops a measure via a unique combination of literatures from traditional satisfaction studies, distribution/service research, e?business/interactive marketing research and computer user satisfaction research.

This study investigates the effects of on-offline cross-selling and the level of prior multi-channel shopping experience on consumer responses. The design of the study was a 2 (cross-selling: yes vs. no) x 2 (past multi-channel shopping experience: high vs. low) between-subjects design, and a total of 614 people participated in an online experiment. The results suggest that cross-selling of offline product on the Internet and a high level of past multi-channel experience have positive impacts on consumers’ shopping outcomes. Moreover, consumers with a high level of past experience perceived higher product quality, experienced greater e-satisfaction, and had greater e-loyalty toward the online store when on-offline products are consistent. The results provide practical implications for an effective strategy for multi-channel retailers.

Online retailers' offline channel expansion is rapidly growing as an important consumer incentive strategy, despite the enormous initial costs of establishing a store. This study focuses on the offline channel operation of online shopping malls, and examines the effects and influencing factors of the channel expansion strategy from a consumer perspective. In-depth interviews were conducted with ten customers in their 20s and 30s who had visited online retailers' stores or purchased products. Major issues were extracted based on the framework of a channel effect mechanism proposed by Cao and Li (2015). Subsequently, it was found that existing online retailers could enhance brand image and perception by expanding their channels to offline stores. It was also emphasized that the consumer trust on the quality of the product in offline stores is a key variable, and it has a significant influence on consumer's continuous purchase and revisit intention. This study showed that borderless channel integration was the most important task when expanding channels of online retailers. So it will be necessary to strive for an omni-channel strategy so that channel integration can be strategically executed and consumers can interact regardless of channels.

옴니 채널은 멀티 채널 경험을 유기적으로 연결하여 고객 경험을 제고하는 것을 의미한다. 최근 오프라인 매장에서 모바일 어플리케이션이나 키오스크를 통해 주문이나 결제하는 환경이 조성되고 있다. 이런 맥락에서 오프라인 채널과 모 바일 채널의 서비스 경험이 브랜드 충성도에 미치는 영향을 살펴보고자 하였다. 또한 일상적으로 쓰거나 소비되는 서비 스 환경에서 습관이 브랜드 충성도 미치는 영향도 살펴보았다. 오프라인 매장의 경험을 기능적, 인간적, 기계적 단서로 구분하여, 관련 요인들이 인지된 가치에 미치는 영향을 살펴보았다. 더욱이, 고객들의 나이와 성별에 따른 선행 요인들이 브랜드 충성도에 미치는 영향 차이를 살펴보았다. 커피 전문점을 방문하면서 모바일 어플리케이션을 사용해본 365명의 고객들을 대상으로 연구 모형을 검증하였다. 연구 분석 결과, 오프라인 매장의 인지된 가치와 모바일 어플리케이션 충성 도는 브랜드 충성도에 유의한 영향을 미쳤다. 또한 예상한 것과 같이 습관도 브랜드 충성도에 유의한 영향을 미쳤다. 본 연구 결과를 통해 옴니 채널 환경에서 고객들의 브랜드 충성도 형성 과정을 이해하고, 이를 바탕으로 효과적인 마케팅 및 운영 전략을 수립하는데 도움을 줄 수 있을 것으로 기대된다.

Omni-channel enables businesses to provide a seamless customer experience by organically integrating data from multiple channels. Customers have increasingly used mobile applications to place orders and make payments in offline stores. In such context, this study investigated the effects of customer experiences on brand loyalty via offline and mobile channels. Additionally, it examined the role of habit in establishing brand loyalty in a daily service environment. This study confirmed the importance of functional, human, and mechanical cues on perceived value in the offline channel. Additionally, differences in the influence of customer experiences via offline and mobile channels on brand loyalty were examined at based on the age and gender. The research model was empirically validated using survey data collected from 365 customers who visit coffee chains via mobile applications. The analysis results found that both perceived value of offline stores and loyalty to mobile applications have a significant effect on brand loyalty. Habit plays another critical role in enhancing brand loyalty. The findings of this study help service providers better understanding of the formation mechanism of brand loyalty in the context of omni channel and will be able to develop more effective marketing and operations strategies.

본 연구는 소비자의 구매과정을 정보탐색 및 구매결정 단계로 나누어 각각의 단계에서 소비자가 온라인 또는 오프라인 채널을 선택하는 행동에 영향을 주는 요인을 분석하였으며 어떤 요인이 채널 전환(온라인 탐색$\rightarrow$오프라인 구매, 오프라인 탐색$\rightarrow$온라인 구매)을 가져오는지 검증하였다. 영향 요인으로는 소비자 개인 특성, 제품 특성, 구매 상황과 관련된 10개 변수를 고려하였으며, 순차적 로짓(sequential legit) 기법을 사용하여 실증 분석한 결과를 요약하면 다음과 같다. 정보탐색 단계에서는 소비자의 채널에 대한 지식이 채널 선택에 영향을 미쳤으며 쇼핑에서 재미를 추구하거나 제품에 대한 관여도가 높은 경우 오프라인 채널을 선택할 가능성이 높게 나타났다. 반면에 온라인으로 쇼핑한 경험이 많은 소비자들은 온라인에서 정보를 탐색하는 경향이 높았다. 구매 단계의 검증결과는 탐색 채널에 따라 다르게 나타났다. 소비자가 온라인에서 정보를 탐색한 경우, 온라인 쇼핑경험이 많거나 가격추구의 쇼핑 가치를 크게 느끼거나 시간적 여유가 없는 소비자일수록 온라인에서 구매하는 경향이 높았던 반면에, 필요한 정보의 양이 많거나 제품에 대한 관여도와 인지된 위험이 높은 소비자는 구매 단계에서 오프라인 채널로 전환하였다. 한편 소비자가 오프라인에서 정보를 탐색한 경우, 쇼핑에서 편의나 재미를 추구하는 소비자와 시간적 여유가 없는 소비자일수록 오프라인에서 구매할 가능성이 높았고, 온라인 쇼핑경험이 많은 소비자는 구매 채널을 온라인으로 전환하는 경향이 높았다. 본 연구의 분석결과는 정보탐색 및 구매 단계에서 채널 선택에 영향을 주는 요인이 서로 다름을 보여주었으며 두 개의 채널을 모두 제공하는 유통 업자에게 매우 유용한 실무적 시사점을 제공한다.

This study is set out to investigate the factors that influence customers' behavior of choice and switching between online and offline channels, separating the purchase decision into two stages, i.e., information search and purchase. Factors influencing channel choice are found to differ from stage to stage. The main results of this study are as follows. At the information search stage, customers' channel knowledge had impacts on the choice of the channel. Customers are more likely to visit offline bookstores when they have hedonic shopping orientation and higher involvement level with books. On the contrary, customers are more apt to search online when they have a lot of online shopping experiences. At the purchase stage, the results varied according to the search channel. When customers search for information online, the following variables lead to online purchases: online shopping experiences with books, price-focused shopping orientation, and time availability for shopping. Perceived risk made customers purchase offline even though they searched online. In case of offline searching, customers with more convenience-focused, hedonic-focused shopping orientation and less tim availability purchased offline.

코로나19와 온라인 식품시장의 성장은 Home Meal Replacement(HMR) 성장의 기폭제가 되었다. 또한 소비층의 확대와 세분화된 소비취향은 식품기업들의 기술력 진보와 함께, 다양한 제품군들의 시장 출시로 이어졌다. 그럼에도 불구하고, HMR 구매행동 특성을 연구한 대부분의 연구들은 소비자들의 주관적 인식평가에 기반 한 개념적인 연구와 제한적인 속성들에 한정되어 왔다. 또한 대부분의 연구들이 HMR 전체를 일반화하거나, 특정한 카테고리와 판매영역에만 한정된 연구들로 최근 소비자들의 HMR 구매행동을 이해하기에는 많은 한계점을 지닌다. 따라서 본 연구에서는 이러한 선행연구들의 한계점을 보완하기 위해, HMR 카테고리를 객관적 속성들을 기준으로 제품을 분류하고 이들의 세부속성들 간 비교를 통해, 제품속성들이 멀티채널 대형할인점의 오프라인과 온라인 채널 매출에 미치는 실증적 영향력을 검증하였다. 연구 결과, 오프라인과 온라인 채널에서 모두 카테고리, 메뉴용도 그리고 브랜드 속성이 매출에 미치는 유의미한 영향력을 확인하였다. 또한 채널 간 영향력 비교에서 카테고리 와 메뉴용도 속성에서 대부분의 변수들이 채널 간 유의미한 차이 변수들로 도출되었으며, 브랜드 속성에서는 유통사 브랜드가 채널 간 차이 변수로 검증되었다. 따라서 본 연구 결과는 선행연구들의 결과를 실증적 데이터를 통해 지지함과 동시에, HMR의 취급온도, 메뉴용도, 팩중량, RMR과 같은 실용적인 속성들의 영향력을 새롭게 증명했다는 점에서 매우 의미 있는 연구라 할 수 있다. 더불어 본 연구는 HMR의 구매행동에 관한 이론적 확장과 함께 채널 맞춤형 상품화 및 유통 전략 수립을 위한 의미 있는 시사점들을 제공하고 있다.

The outbreak of Covid 19 and the rapid growth of online grocery shopping served as an opportunity for the Home Meal Replacement(HMR) market to grow rapidly. In addition, the diversified consumer base and sub-divided consumption tastes led to the launch of various HMR products through the improved technology of food manufacturers. Nevertheless, most studies that have studied HMR’s buying behavior have been limited to conceptual studies and common attributes based on consumers’ subjective perceptions. However, HMR has now grown into a comprehensive category including daily meals, dining out, and hotel dishes, beyond the traditionally known concept of replacing home meals. Therefore, the extant studies targeted overall or specific categories have many limitations in understanding current consumers’ HMR buying behavior. Therefore, in this study, to compensate for the defects of these preceding studies, HMR items are classified based on objective product attributes and compared respectively between their sub-groups. As a result of the study, significant influence for each channel was identified in all main attributes, i.e., category type, usage, and brand attributes. In addition, characteristic attributes that have a more significant influence online were derived through comparison between channels. These findings provide meaningful implications for the establishment of customized commercial and marketing strategies for each channel that meet the various needs of consumers.

본 연구는 기존의 연구들이 간과했던 점포유형, 제품유형, 가격유형을 고려하여 온라인과 오프라인 유통경로에서 가격수준과 가격편차에는 차이가 있는지를 비교하였다. 즉, 제품특성 및 점포 유형, 배송료, 적립금, 사은품 등과 같은 요인들에 따라서 소비자가 부담하는 총가격이 어떻게 달라지는지, 가격수준, 가격편차, 가격변동 빈도가 어떤 차이가 있는지에 대해서 살펴보았다. 그 결과 온라인 점포의 가격수준이 오프라인 점포보다 더 낮았고, 제품유형(대용량/소용량)에 따라서는 순수온라인 점포에서 소용량 상품의 가격수준이 더 낮았으며, 가격편차는 Hybrid 점포의 가격편차가 더 낮게 나타났다. 가격변동은 Hybrid 점포에서 가장 많이 발생했고, 총가격과 배달가격간의 가격편차는 순수온라인 점포에서 특정상품(화장품)을 제외하고는 총가격 기준의 가격편차가 더 큰 것으로 나타났다. 따라서 가격수준이나 가격편차 등을 고려해 볼 때, 온라인 유통경로가 효율적이거나, 점차 효율적으로 진행되어 가고 있다고 할 수 있었다. 그러나 계절적인 영향이 큰 상품이나, 유통 지배력이 있는 상품의 경우는 순수온라인 생포보다 Hybrid 점포가 더 가격 면에서 효율적인 유통경로로 나타났다.

The purposes of the study are two-folds. First, it analyzes how factors other than price(e.g. delivery service, saving point policies, free gifts) impact total price for various products and different types of stores. Second, it analyzes how to increase market efficiencies through price level, price differences, and the frequency of price changes for different shops, various products and different types of transactions. By analyzing the price level within different types of stores, there found that prices at on-line store were lower than off-line shops. It also found price differences between pure on-line, hybrid, and off-line store. Comparing prices by product size, there found that pure on-line shops have a lower price compared to others. The results showed that on-line store had lower price variation compared to off-line shops. When comparing pure on-line store to hybrid store, hybrid store had lower price variation. In terms of the frequency of price changes, hybrid stores had higher price fluctuations. In terms of total price differences for delivery distances, pure on-line store had great price fluctuation, excluding cosmetic goods. In conclusion, if we consider price level and price fluctuations, on-line store had more efficiencies and was superior in terms of price effectiveness. Hybrid shops, on the other hand, had greater advantages for seasonal goods and dominant products. Therefore, market entry strategies should differ based on order quantity, type of store(pure on-line, hybrid, off-line), product characteristics(seasonality, product life), etc.

We examine offline and online channel sales of experience goods, and compare and contrast the sales patterns of existing products and new products between channels. To this end, we obtain the channel-specific time-series sales data from the leading company selling beauty products, both onine and online. By applying the Vector Autoregressive Model, we empirically find out how the relationship between existing products and new products changes between the shopping channels. Our empirical findings are as follows. First, the sales effects from existing products to new products are significantly positive at both online and online channels, and this positive effect is greater in the online channel than in the online channel. Second, the influence of new products on existing products is more positive in the online channel than in the online channel. Third, the impact of existing products sales on new products sales is greater than that of new products on existing products. Lastly, the inertia effect, the effect within the same shopping channel and the same selling product, is significantly positive in the offline channel but not in the online channel, and this asymmetric inertia effect emerges as we focus on experience goods. Moreover, the impulse response function analysis provides the three important implications. First, companies should pay attention to the same channel but different types of products. Second, the online channel is more vulnerable to market shock than the online channel. Third, new products sales vary by existing products sales to the greater extent, compared to the opposite relationship. We believe our study contributes theoretically and practically to the fields of marketing and knowledge management.

Due to recent proliferation of the mobile shopping channels, customers increasingly tend to purchase using online channel while experiencing physical products in offline shops. This phenomenon requires traditional offline retailers to consider integrating online channels. In this study, we propose strategic options for the traditional offline retailers regarding the online channel integration, and provide corresponding decision models to maximize the expected profits. We also investigate how the strategic options vary with the product characteristics, by categorizing the products based on inventory cost, demand uncertainty, and fitness to the online channels. By analyzing numerical examples we illustrate how the best online channel integration strategy should be differentiated depending on the product categories.

고령장애인은 장애와 노화로 인해 다양한 서비스 접근성이 떨어져 삶의 만족도가 저하된다. 고령장애인의 만족스러운 삶에 금융서비스 채널 이용이 중요한 요인임에도 불구하고, 이용하는 주요 금융서비스 채널 유형과 삶의 만족도 관계를 실증적으로 파악한 연구는 부족하다. 본 연구는 ‘2020년 장애인 실태조사’의 고령장애인 3,354명 자료를 활용하여 잠재계층분석과 다중 선형회귀분석을 시행하였다. 분석 결과, 첫째, ‘온라인 금융서비스 비사용 집단(36.8%)’, ‘전반적 금융서비스 이용(3.5%)’, ‘전반적 금융서비스 비사용 집단(59.7%)’으로 3개 유형으로 구분되었다. 둘째, 전반적 금융서비스 비사용 집단의 비중이 가장 컸으며, 다른 유형에 비해 인구사회학적, 장애 및 건강특성에서 취약성을 보였다. 셋째, 전반적 금융서비스 및 온라인 금융서비스를 비사용하는 것과 비교해 전반적으로 금융서비스를 이용했을 경우 삶의 만족도가 높았다. 연구 결과를 바탕으로, 고령장애인의 삶의 만족도 향상을 위해 주요 금융서비스 채널 이용 개선이 필요하며, 이를 위한 맞춤형 실천적․정책적 방안을 제언하였다.

Elderly individuals with disabilities experience reduced life satisfaction due to limited accessibility to various services. Despite the importance of financial service channel usage in their life satisfaction, empirical research on this relationship is lacking. This study utilizes data on 3,354 elderly individuals with disabilities from the 2020 Survey on Persons with Disabilities. We conducted latent class analysis to categorize financial service channel usage, plus multiple linear regression analysis to determine impacts on life satisfaction. First, results identified three types of financial service channel usage: non-users of online services (36.8%), users of comprehensive services (3.5%), and non-users of comprehensive services (59.7%). Second, non-users of comprehensive financial services constituted the largest group and exhibited vulnerabilities in socio-demographics, their disability, and health characteristics, compared to the other types. Third, those who used comprehensive financial service channels showed greater life satisfaction compared to non-users of comprehensive financial services and users of online financial services. This finding emphasizes the importance of accessible financial services. Based on these results, this study suggests that interventions are urgently needed to improve access to major financial service channels to enhance life satisfaction in elderly individuals with disabilities. We propose tailored practical measures and policy recommendations for this population.

다채널 소매상은 전자상거래의 발전에 의거하여 점차 형성되었다. 정보기술의 발전이 점차 다채널 소매상의 온라인 및 오프라인의 통합 마케팅에 관심을 가지게 된다. 이 과정에서 다채널소매상은 온라인 및 오프라인의 통합, 마케팅 및 정가 등 문제에 직면한다. 본문은 4Ps 마케팅 이론 및 구조방식 모델 구축에 근거하여 다채널 소매상의 오프라인 및 온라인 협동마케팅에 영향을 미치는 원인을 출발점으로 삼아, 제품·가격·마케팅과 서비스가 온라인 및 오프라인 합동마케팅에 대한 영향을 상세하게 분석하여, 상대적으로 합리적인 마케팅전략을 세워야 한다. 4개요소 중 영향이 제일 큰 게 가격이고 그 다음은 제품·세일과 서비스이다. 제품의 품질이 높으면 높을수록 가격도 높아지고, 세일마케팅이 어느 정도는 소비자의 구매를 촉진시킬 수 있으며, 서비스도 소비자의 구매의향을 어느정도 증가시킬 수 있다. 그러므로 다채널 소매상이 온라인 및 오프라인 마케팅전략을 세울 시 합동 마케팅을 견지하고 제품품질과 가격선정 전략을 방향으로 하되 세일과 서비스는 보조로 진행하여 소비자의 구매의향을 높여야 한다. 본문의 연구방법과 연구결과는 다채널 소매상의 온라인 및 오프라인 마케팅 전략연구에 방법 참고와 이론 근거를 제공한다. 동종업자 기업이 마케팅전략을 세우는데 참고가 되었으면 하는 바램으로 동종업자의 양성발전에 촉진시키는데 도움이 되기를 바란다.

Multi-channel retailers are gradually formed based on the development of e-commerce. The progress of information technology qamakes multi-channel retailers pay more and more attention to the integration of online and offline marketing. In this process, multi-channel retailers are faced with the integration of online and offline, operation and pricing problems. Based on the 4Ps marketing theory, this paper constructs the structural equation model, and analyzes in detail the influences of products, prices, promotions and services on online and offline collaborative marketing from the perspective of factors affecting online and offline collaborative marketing of multi-channel retailers, so as to make relatively reasonable marketing strategies. It is found that price has the greatest influence among the four factors, followed by product, promotion and service respectively. The higher the product quality is, the higher the price will be. Promotion will increase consumers' purchase to some extent, and service will also increase consumers' purchase intention. Therefore, when formulating online and offline marketing strategies, multi-channel retailers should adhere to collaborative marketing, take product quality and pricing strategy as the guidance, and promote and serve as the assistance to improve consumers' purchase intention. The research methods and results of this paper can provide method reference and theoretical basis for the research of online and offline marketing strategies of multi-channel retailers, and hope to provide reference for the formulation of marketing strategies of enterprises in the same industry, so as to promote the benign development of the industry.

본 연구는 오프라인 플라워 문화 유통채널의 지각된 편익요소인 플로리스트 인지도, 전문지식, 디자인, 가격, 추천, 구전이 구매의도에 미치는 영향 관계를 분석하고, 이를 통하여 플라워 매장의 활성화를 위한 마케팅 시사점을 제시하고자 하였다. 따라서 본 연구의 분석결과에 대한 시사점은 다음과 같다. 첫째, 플로리스트는 자신의 매장을 독특하게 꾸미고, 플로리스트만의 독특한 특성을 살려야 할 것이다. 이를 통해 소비자들에게 질 좋은 서비스와 구매과정에서 발생될 수 있는 각 프로세스 마다 만족도를 높일 수 있는 이벤트(꽃에 대한 설명, 꽃말, 꽃들 간의 관계성 등)들을 개발하여 소비자의 마음을 자극해야 할 것이다. 둘째, 플라워 관계자들은 자신의 매장에 근무하는 플로리스트의 역량을 높이기 위한 지원과 교육이 이루어지도록 해야 할 것이다. 셋째, 플라워 관계자들은 플로리스트들이 갖고 있는 디자인 독창성과 표현성을 소비자 니즈에 맞춰 다양한 고객층 확보를 위한 전략과 연결을 해야 할 것이다. 넷째, 플라워 관계자들은 가격을 타 경쟁업체보다 조금 높게책정하더라도 서비스의 질과 고객이 추구하고자 하는 니즈의 만족도를 높이는 전략을 세워야 할 것이다. 다섯째, 플라워 관계자들은 매장의 인테리어 디자인과 꽃들의 위치인 레이아웃을 조화롭게 배치하여 매장을 방문하는 소비자들의 심리적 자극을 높여야 할 것이다. 마지막으로 플라워 관계자들은 플라워의 작품성에 대해소비자가 관심을 갖도록 SNS, 큐알코드, 온·오프라인 홍보 등을 통해 구매로 이어지도록 해야 할 것이다.

This study attempted to identify the influence of florist awareness, expertise, design, price, recommendation, and word of mouth, which are perceived benefit factors of offline flower culture distribution channels, on purchase intention, and to present marketing implications for revitalizing flower stores. Therefore, the implications of the analysis results of this study are as follows. First, First, florists will have to decorate their stores uniquely and take advantage of their unique characteristics. Through this, it is necessary to stimulate consumers' hearts by developing high-quality services and events (explaining flowers, flower language, relationships between flowers, etc.) that can increase satisfaction for each process that may occur during the purchase process. Second, flower officials should provide support and education to enhance the capabilities of employees working in their stores. Third, flower officials will have to connect the design originality and expressiveness of florists with strategies to secure a diverse customer base in line with consumer needs. Fourth, even if flower officials set the price a little higher than other competitors, they will have to come up with a strategy to improve the quality of service and the satisfaction of customers' needs. Fifth, flower officials should increase the psychological stimulation of consumers visiting the store by harmoniously arranging the interior design of the store and the layout, which is the location of the flowers. Finally, flower officials should lead to purchases through SNS, QR code, and online and offline promotions so that consumers are interested in the artistry of flowers.