As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision- making processes react to fashion companies’ omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study’s limitations and implications were discussed.

Omni-channel strategy is an innovative paradigm for integrated information distribution of inventory, sales, operations, marketing, delivery, pickups and returns in supply chain management. Recently the distribution strategy faces new challenges with the advent of mobile distribution channels. Social media with countless apps imposes additional stress on supply chain operations. Due to these changes, distribution network in supply chain is changing naturally and rapidly from multi-channel to omnni-channel platform. Recently numerous domestic distributors establish and adapt this new supply chain optimization tool as a part of seamless flow of movements of goods from one channel to other channels. The objective of this paper is to present a preliminary findings on how omnni-channel affects the supply chain management. A survey is used to ascertain in the degree of omnni-channel implementation and statistical evidence is provided to test sets of hypothesis. The results of the questionnaire showed that consumers' purchasing styles differed by gender, age, purchase purpose, and product type. In particular, women consider purchasing experience in omni-channel to be important. As food and household goods can be conveniently shipped, consumers prefer online purchasing it. Conversely, consumers tend to favor omni-channel strategy in connection with offline experience in IT products.

Purpose: Omni-channel retailing is a new retail phenomenon. Consumers in the omni-channel environment do not rely on one channel but integrate different channels from the same retailers freely during a particular shopping journey. The purpose of this study is to better understand omni-channel shoppers in the fashion retailing context. The present study uses consumer characteristics -- fashion innovativeness, technology innovativeness, and fashion purchase involvement -- as determinants predicting consumers’ omni-channel shopping intentions for fashion products. Research design, data, and methodology: Data were collected from 403 U.S. consumers, and the Structural Equation Modeling (SEM) was performed to test proposed hypotheses. The survey for this research consisted of three parts. The first part measured consumer traits in terms of their innovativeness and purchase involvement. The second part was designed to measure consumers’ omni-channel shopping intentions, and the third part gathered consumer demographic information. Results: The findings confirmed that fashion innovativeness, technology innovativeness, and fashion purchase involvement positively affected consumers’ omni-channel shopping intentions. Conclusions: Fashion retailers should integrate various customer touchpoints and offer mobile-enabled technologies to boost consumer traffic to both online and offline stores. They also need to create a shopping environment that is optimized for customer engagement in various shopping processes and allow them to explore different shopping channel options for best purchase decisions.

온･오프라인 유통 채널이 서로의 단점을 보완, 유기적으로 통합된 새로운 유통 패러다임으로 옴니채널쇼핑(omni-channel shopping)이 전 세계적으로 주목 받고 있는 상황이다. 소비자들은 자신들이 모르는 새 온･오프라인을 넘나들며 서비스를 이용하고(EC연구회 외, 2015), 이러한 서비스의 이용은 가속화 될 것이라는 전망이다. 그러나 소비자는 혁신적인 제품･기술을 바로 수용하는 것은 아니며 일정정도 저항을 거친 후에 수용하는 성향을 보이고 있다. 이에 본 연구에서는 식음료판매 옴니채널쇼핑의 대표적인 서비스인 스타벅스 사이렌오더를 혁신의 개념으로 이해하고 이에 대한 잠재 이용자의 저항에 영향을 미치는 요인을 도출, 혁신저항이 소비자 만족도에 영향을 미치는지 확인해 보았다. 연구결과, 지각된 유용성, 소비자 혁신성, 복잡성, 복귀성이 혁신저항에 영향을 미치고 혁신저항은 소비자 만족도에 영향을 미치는 것을 확인할 수 있었다. 본 연구 결과를 통해 옴니채널쇼핑의 후속연구와 관련 종사자들을 위한 실무적 정보를 제공 하는데 도움을 줄 수 있을 것이라고 생각한다.