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NTIS 바로가기한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, v.18 no.7, 2017년, pp.448 - 458
옥정원 (부산가톨릭대학교 유통경영학과) , 윤대홍 (동아대학교 지식서비스.컨설팅연구소) , 최태호 (부산가톨릭대학교 유통경영학과)
This study reviews the literature related to the omni-channel and derived structural relationship between experiential perception of omni-channel brand and consumer-brand relational quality. A total of 250 questionnaires were distributed to university students, workers, and consumers in Busan, Korea...
핵심어 | 질문 | 논문에서 추출한 답변 |
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체험 마케팅은 어디에 중점을 두고 있는가? | 체험 마케팅은 서비스를 소비하는 ‘소비경험’을 판매하며 특별한 경험의 제공에 중점을 두고 있다. 일반적으로 경제학자들은 서비스와 일반상품이 다른 것처럼 경험재와 서비스 역시 상이한 경제적 재화임에도 불구하고 이 둘을 구분 없이 받아들이는 경향이 있다[10]. | |
옴니채널(Omni-Channel)의 인식 및 사용이 보편화된 이유는 무엇인가? | 최근 디지털 기기를 활용한 소비경험의 가장 큰 이슈는 기존 유통채널에 대하여 오프라인(off-line)과 온라인(on-line) 그리고 모바일(Mobile) 채널 간 자유로운 이동이 보편화 되었다. 이에 따라 옴니채널(Omni-Channel)의 인식 및 사용이 보편화되되어 소비자의 쇼핑 및 구매 행동이 변화되었다. | |
옴니채널은 무엇인가? | 유통채널의 개념 중“multi-channel”, “cross-channel”, 그리고 “omni-channel”에 대해서 명확하게 구분하지 않고 혼용되어 사용되고 있지만(Beck and Rygl 2015), 최근 학문 및 실무에서 옴니채널의 개념에 대하여 크로스 채널과 구분을 하여 유통과 소매 간 온·오프라인 경계가 사라지는 완벽한 상태를 옴니채널로 정의하고 하고 있다[7]. |
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