상품유형별 쇼핑과업상황에 따른 소비자 반응에 관한 연구 - 쇼핑가치의 조절역할을 중심으로 -

A Study on Consumers' Response Depending on Shopping Task Situation by Product Type

This study has tried an integrated approach toward consumer response difference between the online internet shopping mall and the off-line department store focusing on the moderating role of shopping value according to shopping task situation. This study has analyzed consumer behavior differences between online and off-line channel formats in one framework and identified differences in consumer behaviors between the two channel formats. Managerial implications of this paper include measuring the effects of the integration of online and off-line channel and developing multichannel strategy. This paper suggests marketers to develop channel strategies based on customer segmentation criteria reflection different consumer shopping value between online and off-line channel formats rather than developing strategies based only on the conventional marketing mix.