패션 스마트 키오스크에서의 정보탐색과 고객채널이동

Information Search and Customer Channel Migration from Fashion Smart Kiosk

This study is to explore customer channel migration from a smart kiosk in information searching and purchasing fashion products. A self-administered questionnaire was developed based on the literatures, and mainly included usage of retail channels, importance of information contents on a fashion smart kiosk, and intentions of channel migration for purchasing fashion products. A total of 103 responses was obtained from smart phone users who were aged from 19 to 27 years old. The respondents represent more females(n=70) than males(n=33). For data analysis, descriptive analysis, K-means cluster analysis, and ANOVA were conducted via SPSS 18.0 program. Based on the usage of retail channels, consumers were classified into three clusters: store shopper, non-store shopper and cross shopper. For information search, there was significant difference in the importance of information contents(e.g., recommended products and style, special sized products, up-to-date items, special sales) among three groups. Also there were significant differences in the intentions of channel migration from a smart kiosk for purchasing products among three groups. Specifically, cross shoppers were likely to migrate from smart kiosk to offline stores in purchasing products; store shoppers were likely to migrate to offline stores after searching for style and price on the smart kiosk; and non-store shoppers were likely to migrate to mobile apps for purchases after searching for special offers on the smart kiosk. This study provides an insight into developing strategic channel integration by utilizing smart kiosk with unique design and promotional contents in the fashion retail environments.