A Study on Consumer's Response Depending on Congruent . Incongruent Shopping Situation -Focusing on the comparison of online shopping mall and off-line department store-

조화ㆍ부조화 쇼핑상황에서의 소비자 반응에 관한 연구 -온라인 인터넷쇼핑몰과 오프라인 백화점의 비교를 중심으로-

  • 김원겸 (배재대학교 경영학과) ;
  • 김형순 (배재대학교 경영학과) ;
  • 박주영 (숭실대학교 벤처중소기업학부)
  • Published : 2003.10.01


This study has tried an integrated approach toward consumer response difference between the online internet shopping mall and the off-line department store focusing on the moderating role of shopping value according to shopping situation. This study has analyzed consumer behavior differences between online and off-line channel formats in one framework and identified differences in consumer behaviors between the two channel formats. Managerial implications of this paper include measuring the effects of the integration of online and off-line channel and developing multichannel strategy. This paper suggests marketers to develop channel strategies based on customer segmentation criteria reflecting different consumer shopping value between online and off-line channel formats rather than developing strategies based only on the conventional marketing mix.