KOREASCHOLAR

Effects of omni channel characteristics on consumers’ perceived risk, attitude, and intention 옴니채널(Omni Channel) 특성이 소비자들의 지각된 위험과 태도 및 이용의도에 미치는 영향

Jung-min Hong, Su-yun Shin
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/352627
복식문화연구 (服飾文化硏究)
26권 3호 (2018.06)
pp.346-359
복식문화학회 (The Costume Culture Association)
초록

Currently, dramatic change had led to the growth of the distribution environment and the retailer’s distribution channel. This change had shifted the ‘single channel’ to ‘multi channel’, and from ‘cross channel’ to ‘omni channel’. While fashion companies using omni channel are rapidly growing, few research regarding omni channel had been done in academic field. In this study, we examined the influence of omni channel characteristics on consumers’ perceived risk as well as consumers’ perceived risk toward attitude and intention to use omni channel. We surveyed 696 male and female respondents aged 20 to 40 who lived in Seoul and the metropolitan area. Using AMOS 20.0, factor analysis, reliability analysis, and structural equation model analysis were performed to verify the model of this study. The results were as follows. First, omni channel’s instant connectivity, location-based provability, interactivity, and entertainment factors did not decrease impacts on the perceived risk related to privacy and annoyance. Second, omni channel’s instant connectivity and entertainment did not increase effects on the perceived financial risk, and location-based provability and interactivity did not increase effect on perceived financial risk. Third, the perceived risk concerning omni channel did not decrease on consumer attitude toward omni channel. Fourth, consumer attitude toward omni channel influenced the intention to use omni channel significantly.

목차
Abstract
 I. Introduction
 Ⅱ. Background
  1. Characteristics of omni channel
  2. Perceived risk
  3. Attitude and intention to use
 Ⅲ. Methods
  1. Research model and hypothesis
  2. Data collection and analysis methods
 Ⅳ. Results and Discussion
  1. Demographic characteristics of survey subjects
  2. Factor analysis and reliability verification
  3. Model conformance and confirmatory factor analysis
  4. Verification of research hypothesis
 Ⅴ. Conclusion
 References
저자
  • Jung-min Hong(Dept. of Fashion Design & Marketing, Seoul Women’s University, Korea) | 홍정민
  • Su-yun Shin(Dept. of Fashion Design & Marketing, Seoul Women’s University, Korea) | 신수연 Corresponding author