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NTIS 바로가기Fashion & textile research journal = 한국의류산업학회지, v.20 no.6, 2018년, pp.645 - 655
한정원 (국민대학교 패션머천다이징 전공) , 이은정 (국민대학교 의상디자인학과)
Online to Offline(O2O), a new model of e-commerce, has been gradually recognized and accepted by consumers. Electronic commerce has become diversified and O2O marketing is the new trend of e-commerce. The rapid popularization of mobile Internet and online shopping makes O2O service gets more attenti...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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모바일 기반 쇼핑채널의 활성화의 결과 어떻게 변화되었는가? | O2O 서비스란 ‘온라인에서 오프라인(online to offline)’ 혹은 ‘오프라인에서 온라인(offline to online)’의 약자로, 제품 구매에서 기업이 소비자에게 온라인(예: 모바일 쇼핑 어플리케이션 혹은 인터넷 쇼핑몰에서의 쇼핑, SNS 쿠폰 등) 및 오프라인(예:기존의 매장 방문) 방식이 결합된 서비스 형태를 제공하는 것으로 정의된다(Kim & Lee, 2018; Lee, 2017). 모바일 기반 쇼핑채널의 활성화의 결과, 온·오프라인 구매 채널 간의 시간/장소적 물리적 경계가 소멸되는 크로스오버 구매패턴이 확산되었고, 그 결과로 온·오프라인 채널을 유기적으로 결합하는 O2O 서비스가 주목받고 있다. O2O 서비스는 소비자 편의성을 위한 구매 채널 간의 유기적 결합을 목표로 하는데, 궁극적으로는 한 기업의 온라인 채널과 오프라인 채널이 유기적으로 결합되어고객 관리 및 마케팅 효율성을 강화하면서 신규 비즈니스 모델을 구축하려는 확장된 서비스 기반 비즈니스 전략이라고 할 수 있다(Kim, 2017). | |
O2O 서비스란 무엇인가? | O2O 서비스란 ‘온라인에서 오프라인(online to offline)’ 혹은 ‘오프라인에서 온라인(offline to online)’의 약자로, 제품 구매에서 기업이 소비자에게 온라인(예: 모바일 쇼핑 어플리케이션 혹은 인터넷 쇼핑몰에서의 쇼핑, SNS 쿠폰 등) 및 오프라인(예:기존의 매장 방문) 방식이 결합된 서비스 형태를 제공하는 것으로 정의된다(Kim & Lee, 2018; Lee, 2017). 모바일 기반 쇼핑채널의 활성화의 결과, 온·오프라인 구매 채널 간의 시간/장소적 물리적 경계가 소멸되는 크로스오버 구매패턴이 확산되었고, 그 결과로 온·오프라인 채널을 유기적으로 결합하는 O2O 서비스가 주목받고 있다. | |
O2O 서비스가 다양한 서비스를 제공한다는 예로 들 수 있는 것은 무엇인가? | O2O 서비스는 모바일의 간편 결제로 편리성을 보장하며, 위치기반, 개인화 테크놀러지 등을 바탕으로 개별적 소비자의 니즈를 실시간으로 파악 및 예측, 그에 맞는 포인트 및 쿠폰, 마일리지 등 다양한 서비스를 제공한다(Im, 2014;Kim & Lee, 2018; Kim, 2017). 가령 백화점을 방문한 고객이 백화점 문 앞에서 스마트 폰으로 세일 정보를 받아 보거나, 백화점 안에 들어서면 각 층마다 제공되는 타임 서비스나 할인쿠폰을 매장 주변 5m 앞에서 받아보는 것 등이 현재 이미 활성화되어 있는 O2O 서비스의 예이다(Lee, 2017). |
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