International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Analysis of Value System of Sportswear Brand Shopper according to Crossover Shopping Pattern: Webrooming and Showrooming

  • Kim, Young-Man (Department of sports management, Dankook University) ;
  • Byun, Kyung-Won (Department of graduate school of business Administration, Dankook University)
  • Received : 2022.10.05
  • Accepted : 2022.10.09
  • Published : 2022.11.30
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Abstract

The purpose of this study is to identify selection attributes, functional benefits, psychological benefits, and values according to crossover shopping patterns (showrooming and webrooming). To achieve objectives of this study, a survey was designed based on the means-end chain theory, using the in-depth laddering technique and APT laddering technique which understanding the linkage of A(attributes)-FB(functional benefits)-PB(psychological benefit)-V(value). These two laddering techniques were used to construct a hierarchical value map (HVM) by linking selection attributes, functional benefits, psychological benefits, and value levels. The selection attribute items that showrooming shoppers consider important are 'price conformity', 'product information', 'product variety', and 'delivery service'. Functional benefit items were 'free purchase', 'economic benefit', 'communication', 'safety', and 'accurate Information', and psychological benefit items were 'convenience', 'relaxation', 'pleasure', 'rational consumption', and 'stability'. Finally, the value items were 'self-satisfaction', 'abundant life', 'achievement', 'happiness', and 'reasonable life'. Next, the selection attribute items that webrooming shoppers consider important are 'price conformity', 'product information', 'product variety', 'AS', 'shopping atmosphere', and 'seller service'. Functional benefit items were 'free purchase', 'economic profit', 'expression opinion', 'safety', and 'accurate information', and psychological benefit items were 'convenience', 'relaxation', 'rational consumption', and 'stability'. Finally, the value items were 'self-satisfaction', 'abundant life', 'happiness', and 'reasonable life'.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2021S1A5A2A03068803)

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