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한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.42 no.6, 2018년, pp.909 - 923
박신영 (서울대학교 의류학과) , 이유리 (서울대학교 의류학과) , 최윤정 (목포대학교 패션의류학과)
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Online retailers' offline channel expansion is rapidly growing as an important consumer incentive strategy, despite the enormous initial costs of establishing a store. This study focuses on the offline channel operation of online shopping malls, and examines the effects and influencing factors of th...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 역쇼루밍(reverse showrooming)은 무엇인가? | 쇼루밍(showrooming)은 오프라인 매장이온라인 쇼핑몰의 쇼룸으로 활용되는 현상으로, 소비자가 오프라인매장에서 제품을 살펴본 뒤 온라인 등 다른 유통경로를 통해 실제로 구매하는 것을 의미한다. 이와 반대로 역쇼루밍(reverse showrooming)은 소비자가 온라인에서 제품정보를 찾아본 후에 오프라인 매장에 가서 구매하는 것을 의미한다. 모루밍(morooming)은 모바일(mobile)과 쇼루밍이 합쳐진 단어로 오프라인 매장에서 제품을 살펴본 뒤 모바일을 통해 구입하는 것을 의미하며, 역모루밍(reverse morooming)은 모바일을 통해 제품 정보를 탐색하고오프라인매장에가서구매하는것을의미한다(Kim& Kim, 2017). | |
| 역쇼루밍 현상의 확산이 일어난 이유는 무엇인가? | 여러 채널을 혼합하여 구매하는 다양한 소비 패턴 가운데, 본 연구는 온라인에서 정보를 수집하고 오프라인에서 구매하는 역쇼루밍 현상의 확산에 주목하였다. 온라인에서 제품구매 시 색상이나 재질, 크기 등에서 약간의 차이에 불만을 느끼는 소비자들이 온라인으로 정보를 확인한 뒤 오프라인 매장을 찾아 제품을 직접 살펴보고 구매하는 경우가 늘고 있기 때문이다(Oh, 2017). 인스타그램(Instagram)과 같은 이미지 공유형 SNS의 대중화도 역쇼루밍 확대에 영향을 준 것으로 보인다(M. | |
| 온라인 업체의 오프라인 매장을 통한 채널 확장에 대해 소비자는 어떤 반응을 보이는가? | 전반적으로 온라인 업체의 오프라인 매장을 통한 채널 확장에 대해 소비자들은 브랜드 인식, 이미지, 신뢰, 구매 및 재방문 의도에서 긍정적인 반응을 보이는 것으로 확인되었다. 또한 채널 통합의 정도가 채널 확장 효과의 조절요인의 역할을 한 것을 확인할 수 있었으며,그 하위 차원 가운데 제품 가격 및 품질, 프로모션, 재고 관리, 매장 입지에 따른 브랜드 컨셉 일치도 등에서‘채널 통합’과 ‘일관성’이라는 키워드가 핵심으로 나타났다. |
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