지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Consumers currently show cross-channel shopping behavior between the Internet and store-based retail types when searching information and purchasing sensory products such as fashion items to reduce risks. As consumers compare both types of stores before making a purchase decision, the Internet retail type and store-based retail type started conflicting/competing each other as the combined retail evolution theory proposed(Kim & Kincade, 2006). The purpose of this study is to examine consumers` cross-channel shopping behavior between the Internet and store-based retail types and their importance and satisfaction with information provided by the Internet retail stores. This study employs a quantitative research method using a survey. Demographics, types of stores used for purchase, satisfaction with the type of stores, Internet shopping behavior, importance and satisfaction with product information in the Internet retail stores were asked. MANOVA and descriptive statistics were used to test hypotheses.1) The result shows that a majority of participants (36.2%) shows cross-channel shopping behavior between the two retail types. Also, most participants (72.4%) decide on their purchase and are satisfied only after cross-channel shopping between the two retail types. Participants were grouped based on their information search and purchase behavior. Significant differences among the groups were found in importance and satisfaction with product information provided by the Internet stores. In measuring participants` satisfaction, a majority of participants (42.1%) showed satisfaction with their purchase at store-based retail stores after information search via the internet, followed by the satisfaction with the purchase at the internet retail stores after information search at store-based retail stores (30.3%). Fifty one point nine percent of participants search information via the internet (vs.48% at store-based retail stores), and they especially look for fiber contents and design details with pictures (37.4%). The satisfaction with price information provided by the Internet retail stores is the highest (m=3.70 out of 5.0) among fashion product information followed by design information (m=3.48), On the other hand, size information, refund/exchange and fiber content information received low satisfaction scores (m=2.81, 2.71, 2.57 in turn). This research suggests the Internet retail stores should provide more variety of information in detail using technology and improving customer services. This study could provide the Internet retail stores a guideline to establish a satisfactory information delivery system.
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UCI(KEPA) : I410-ECN-0101-2017-381-000744257