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SCOPUS 학술저널

Inconsistency between Information Search and Purchase Channels: Focusing on the “Showrooming Phenomenon”

멀티채널 환경에서 정보탐색채널과 구매채널의 불일치 현상에 관한 연구: 쇼루밍 현상을 중심으로

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Purpose –“Showrooming”refers to the phenomenon where a shopper visits a store to see and compare products but makes the purchase online at a lower price. Surveys on showrooming activities at home and abroad indicate that a significant number of consumers pursue showrooming activities. The advent of “showroomers,”who engage in buying activities, hovering both on and offline, while selectively choosing sales channels to suit their needs, is powerful enough to erode the borders between channels and bring about seismic changes in the distribution industry. However, surprisingly, there has been no in-depth dis-cussion on showrooming. This study seeks to theoretically inves-tigate what impact personal characteristics have on showrooming preferences and attitudes in a multi-channel environment. Specifically, assumptions have been made that price perception, perceived performance risk, and trust in online shopping not on-ly have a direct impact on showrooming attitudes but also in-directly affect it through the means of contact motivation. Research design, data, and methodology – To test the hy-potheses, this study conducted a survey of male and female shoppers, ages 20 through 40s, who live in metropolitan areas, and have actively showroomed fashion items in the last six months. A clothing item usually purchased after a careful deci-sion-making process was chosen as the target product of the study. The survey was conducted between October and November 2014, using a professional survey service provider. A total of 200 surveys were collected, of which 198 were used for analysis. Conceptual model Structural Equation Modeling (SEM) and Amos 18.0 were employed for data analysis and model verification. In addition, following the confirmatory factor analysis and measurement model analysis, the theoretical model that cor-responds to the research model was analyzed. Results – Analysis results show that price perception, per-ceived performance risk, and trus

1. 서론

2. 선행연구 고찰

3. 가설설정 및 연구모형

4. 연구방법 및 가설검정

5. 결론 및 논의

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