소비자의 쇼핑성향이 멀티채널 선택행동에 미치는 영향

Influence which consumer's shopping propensity has on the multi-channel decision making behavior

Since the barrier between traditional commercial trade and e-trade is collapsed recently and the distribution process is gradually integrated, the number of consumers who choose by moving between online market and offline market is increasing. This is called multi-channel decision making behavior, namely, after checking goods in the shop, they usually purchase goods in other distribution route such as online and they are called showrooming group. Although showrooming behavior emerges as new consumption trend, multi-channel decision making behavior like showrooming is not yet studied much in reality. Thus, this study performed corroborative survey for each shopping propensity on information searching and showrooming buying behavior of consumers in their 20s' who are known to be the age doing showrooming behavior most frequently for 3 weeks from August 12, 2013 to August 30, 2013. The result of analysis is as follows. First, 68.1% of the respondents are experienced in 'showrooming' & when it comes to purchase satisfaction, they are generally satisfied in showrooming. Second, consumers in 20s' are found to mainly use the postscript of shop and online shopping mall as information for shopping and the propagation and development of Internet and smart phone is confirmed to especially influence showrooming. Third, it was investigated that consumers in 20s' used online for efficient shopping and used offline shopping to buy/use product immediately and to directly confirm quality. Fourth, the shopping propensity of consumers in 20s' is classified into 5 types such as shopping-oriented, brand-oriented, value-oriented, low price-oriented, time-oriented and the low price-oriented shopping propensity and value-oriented shopping propensity are especially conspicuous. Fifth, analyzing the difference between showrooming group and non-showrooming group, showrooming group is found to utilize more means for comparative shopping than non-showrooming group, enjoying shopping act itself, attaching importance to brand and having propensity to meticulously check the value of product.