글로벌 브랜드 소비행동에 대한 소비자 옴니채널 성향에 관한 연구

A Study on Omni-channel Propensity of Consumer for Global Brand Consumption Behavior

Omni-channel is a new marketing trend that enables convenience and reasonable consumption with the development of ICT technology. Omni-channel is emerging as a issue not only for purchase behavior of consumers but also for companies that need to manage channels in an integrated manner. Today, with the globalization, many more products are being offered and exchanged. In this study, we investigate the influencing factors of consumer propensity to omni-channels. and the effect of omni-channel propensity on global brand loyalty. Selected independent variables included alternative attractiveness, price consciousness, expectancy of word-of-mouth information and antecedent knowledge of category. Empirical analysis was conducted through questionnaires. The study subjects were selected to have experience of purchasing global brands within 3 months. Results revealed that alternative attractiveness, price consciousness and expectancy of word of mouth have a positive influence on consumer omni-channel propensity. The pre-knowledge of the category showed a negative influence on consumer omni-channel propensity. On the other hand, global brand purchasing behavior, high omni-channels lowered brand loyalty. Through future research, there is a need to find out the cause of customers’ omni-channel tendency and situation as well as determine how to improve brand loyalty and induce long-term customer relationships though omni-channels.