KOREASCHOLAR

As a multi-channel strategy becomes increasingly prevalent, consumers have many chances to select channels for searching and/or purchasing a product or brand. More recently, smart kiosk using QR codes plays an important role in encouraging customer migration between channels. Therefore, multichannel customer management is becoming a pivotal component in firms’ marketing strategy. This study was to (a) classify shopper clusters by rate of using retail channels for fashion product, (b) examine difference in searching apps’ contents of shopping for fashion products between the clusters, and (c) identify if customer migration shapes from smart kiosk to retail channels is differed by the clusters The sample in this study consisted of smart phone users who reside in metropolitan city in Korea. A self-administered questionnaire developed based on literatures mainly included rate of using retail channels for searching and purchasing fashion products, intention to migrate to channel from the fashion kiosk, and importance of apps contents for fashion in the mobile shopping context. A total of 103 respondents were obtained from youth generation aged from 19 to 29 (Mean=21.7 years). The respondents represent more females (69%) than males (31%). Data were analyzed by using cluster analysis, factor analysis, ANOVA via SPSS program. Based on rate of using retail channels, consumers were classified into three clusters by K-means cluster analysis. The cluster 1 (n=45) “offline shopper” had higher rate in using offline store for both searching and purchasing fashion products. The cluster 2 (n=32) “non-store shopper” was rated more highly in using online or mobile channels for searching and purchasing fashion products. The cluster 3 (n=24) “cross-shopper” was rated more highly in using online for searching and offline store for purchasing fashion products. Fashion apps’ contents consisted of five factors, such as discount price, promotion, product information, store information, and offering special products. Of those contents, there was a significant difference in offering special products between groups. That is, cross-shoppers or non-store shoppers perceived special product offering more importantly than did offline shoppers. This finding did not support the perceived importance of contents on the fashion apps by different consumer groups. However, special offers might be more useful contents for browsers using online and mobile website even if they may convert to purchase the item either at online website or offline store. With respect to channel migration after using a fashion kiosk, there was a significant difference in intention of channel selection for purchases among the three groups. Specifically, the “non-store shopper” was more highly intent to purchase at QR code virtual store (F=6.12, p<.05) and mobile shopping apps (F=3.63, p<.05) than was the other groups. Compared with non-store shopper, the “offline shopper” and cross- shopper were more likely to purchase at the brick-and mortar store for fashion products (F=9.72, p<.001). However, there was not significantly difference in selection of online shopping website. This study discussed a managerial implication for strategic channel integration by creating smart virtual kiosk with digital technology application into a multichannel retail environment. Also, retailers should develop unique channel positioning for converting to purchase per different shape of customer channel migration in the fashion retailing.

• Eun Young Kim(Chungbuk National University)