본 작품인 애니멀 키오스크는 2019년 사비나미술관 여름특별기획전에 7월부터 11월까지 전시되었다. 멸종 위기동물, 예술로HUG전은 ‘생물다양성 보전’ 이라는 인류의 당면과제를 예술적 시각으로 제시하고 그 해답을 찾기 위한 시도로 기획되었다. 이와같이 본 전시는 멸종위기 동물과 함께 살아가는 세상을 만들기 위해 인류에게 전하는 공존과 화해의 메세지를 주제로 기획되었다. 우리는 이러한 주제를 더욱 돋보이기 위해 키오스크와 프로젝션을 통해 환경 자가 진단 체크리스트인 “애니멀 키오스크”를 전시했다. 애니멀키오스크는 환경에 대한 실천지수를 점검하고 각자에게 맞는 환경보호 실천방법을 진단해 알려주는 관객 참여형 인터랙티브 아트 작품이다. 관객이 스스로 무엇이 문제인지, 어떤 방식으로 접근해야 생태계 공존이라는 새로운 가치와 의미를 만들어낼 수 있는지에 관해 생각하는 시간을 갖게하고 관객 참여를 통해 우리가 원하는 세상을 살기 위한 가장 일상적이고 구체적인 실천방법을 제안하고자 한다. 애니멀 키오스크는 각각 다른 개발 도구를 활용하여 개발되었다. 이는 효과적인 표현과 플랫폼에 맞추기 위해 선택되었다. 그리고 이를 통해 5개월간 열린 전시에서 확인해 보았다. 또한 본 연구를 통해 앞으로 다양한 전시 콘텐츠와 다른 개발 도구를 융합하는 방향을 도출한다.

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.