Journal of Information Technology Applications and Management

  • 제23권2호
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  • Pages.239-261
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  • 2016
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  • 1598-6284(pISSN)
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  • 2508-1209(eISSN)
한국데이터전략학회 (Korea Data Strategy Society)
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스마트 환경에서 오프라인, 온라인, 옴니채널 선호도의 영향요인에 관한 한·중 비교연구

A Study on Influencing Factors of Channel Preference

  • 투고 : 2016.05.25
  • 심사 : 2016.06.29
  • 발행 : 2016.06.30
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초록

Wide use of smart and high performing mobile device makes consumers use diverse distribution channels, composed of online and offline channel. Smart companies are trying to deploy omni channel. In order to successfully integrate these diverse channels, it is necessary to understand consumers' preference of channel choice. Thus, this study was focused on the influencing factors of channel preference such as price sensitivity, consumer innovativeness, time pressure, and need-for-touch. And this study compared these influencing factors between Korea and China, and drew meaningful message for e-commerce companies and offline distribution companies.

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