옴니채널 커머스에 대한 소비자의 지각된 가치와 만족이 쇼핑 채널 전환의도에 미치는 영향에 관한 연구

초록

Thanks to the rapid growth of smart phone distribution rate, the consumers are using different shopping channels at once or aim an optimum shopping experience through on-time channel changes. However, the current multi or cross channels have limits to satisfy the consumers becoming ‘smarter’ everytime so it is essential the appearance and application of omni-channel which is more suitable in the current shopping environment. Although the omni-channel commerce throughout the world is just in its initiatives, Asian countries are not very active in introduction or development of omni-channel related services and it lacks the research on this field compared to the Occident. Therefore, this study investigated the relationship among perceived value, satisfaction and shopping channel switching intention of consumers to promote the omni-channel activation plan.

키워드