Technology, for example, Personalized Technology Services (PTS), has groomed consumers to expect an integrated and personalized shopping experience regardless of the channels, such as websites, mobile apps, physical stores, etc. PTS refers to technologies that offer personalization functions to meet customer needs at the time of their shopping for a seamless experience. The purpose of this study is to investigate the role of retailer mobile apps’ PTS in consumers’ omnichannel shopping experiences by: (1) identifying PTS values specific to retail mobile apps for in-store shopping and (2) testing the PTS values – channel integration – consumer responses links based on Information Integration Theory (IIT). We first proposed that PTS via mobile apps holds various positive values. Second, we postulated four hypotheses: H1. PTS values enhance the integration of PTS values, H2. Integration of PTS values positively affects customer engagement, H3. Customer engagement positively affects customer satisfaction and H4. Customer engagement mediates the relationship between integration and customer satisfaction. Two web-based survey studies were employed with US consumers who had an experience with mobile app-mediated PTS offered by retailers. For study 1, a total of 239 US consumers participated in the survey. Study 1 identified five value dimensions of the app-mediated PTS: hedonic value, utilitarian value, self-efficacy, co-creation, and synchronicity. For study 2, a total of 373 US participants completed the survey. Study 2 confirmed the proposed structural model that PTS values positively affected channel integration which, in turn, positively influenced customer engagement and shopping satisfaction. Additionally, customer engagement partially mediated the effect of integration on shopping satisfaction. This study expanded the literature on omnichannel retailing by exploring consumer in-store shopping experience using retail mobile apps from PTS and channel integration perspectives. Practically, the study findings provided insights for marketers into how to design the retailers’ mobile apps to enhance the integrated shopping experience of consumers.

본 논문에서는 OFDM 방식의 문제점으로 지적되고 있는 송신단에서의 PAR 특성을 고려하여 고속 적응형 PTS 기법과 SLM 기법을 결합한 SLM-PTS 결합기법을 제안하였다. 또한, PAR 저감기법을 적용한 시스템을 평가하기 위하여 ETD-Turbo 부호를 사용한 COFDM 시스템을 구성한 후 성능을 평가하였다. 분석 결과 제안된 SLM-PTS 기법이 연산량을 경감시키며 전반적으로 우수한 PAR 저감성능을 보임을 알 수 있었다. 특히 Combine 3의 경우 10-5 BER을 기준으로 약 3.7~3.9 dB 정토의 개선된 PAR 성능을 보였다. 또한, 터보부호를 사용한 경우 전반적으로 우수한 PAR 성능을 보임을 알 수 있었고, ETD-Turbo 부호를 적응한 경우 추가적으로 약 0.5 dB 정도의 성능 개선효과가 있음을 알 수 있었다.