The Characteristics of Consumers Perceiving Distribution Channels in e-Business Environment

Sun Yea Seo; Sung Woo Cho

The Characteristics of Consumers Perceiving Distribution Channels in e-Business Environment

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e-Business 환경하의 소비자 유통채널 인지 특성

Type: Academic journal

Author: Sun Yea Seo (군산대학교) Sung Woo Cho (군산대학교)

Journal: Global e-Business Association The e-Business Studies Vol.16 No.4 KCI Accredited Journals

Published: 2015.8

Pages: 3 - 25 (23page)

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The Characteristics of Consumers Perceiving Distribution Channels in e-Business Environment

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In Korea, the growth of e-business environment has greatly affected distribution channels by suggesting diversity and rapidity to the existing off-line distribution channel structure of decades, while securing consumers’ rights of choice and playing positive roles in reducing prices and securing competitiveness of products through competition between companies. There were some periods of time when such an environmental change brought up conflicts against the existing distribution channels, but e-business is growing more steadily by having recently secured a complementarity between on-line and off-line distribution channels.
This study investigated the relationship between consumers’ demographic characteristics including age, gender, job, and income level, with distribution channel selection, and especially the main factors of distribution channel selection, that is, an amount of one purchase, distribution channel use persistence, and whether they prefer a specific distribution channel when they choose products. It tried to examine the relationship between the elements that consumers’ consider important when they select distribution channel, that is, support/maintenance/reliability, spatial convenience, price, diversity, service, and product perception, and distribution channel, and based on the results, suggest distribution channel policies for companies.

#e-Business Environment #Multichannel #Distribution Channel #Distribution Channel Selection #Consumer Cognition Characteristics #e-Business 환경 #멀티채널 #유통채널 #유통채널선택 #소비자 유통채널 인지특성 #소비자 유통관련 특성

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
Ⅲ. Research Methods and Hypothesis
Ⅳ. Data Analysis
Ⅵ. Conclusion and Implications
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[학술지(정기간행물)] - Adler, P. S. / 2002 / Social Capital: Prospects for a New Concept / Academy of Management Review 27 (1)

[학술지(정기간행물)] - Alpetekinoglu·Tang / 2005 / A Model for Analyzing Multi-channel Distribution Systems / European Journal of Operational Research 163

[학술지(정기간행물)] - Carpenter, G. S. / 1990 / Competitive Strategies for Late Entry into a Market with a Dominant Brand / Management Science 36

[학술지(정기간행물)] - Cohen, W. M / 1990 / Absorptive Capacity : a New Perspective on Learning and Innovation / Administrative Science Quarterly 35

[학술지(정기간행물)] - Deeds, D. L. / 2001 / The Role of R&D Intensity, Technical Development and Absorptive Capacity in Creating Entrepreneurial Wealth in High Technology Start-ups / Journal of Engineering and Technology Management 18

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