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.

2014년 8월 25일 집중호우시 효암천 상류지역의 도심과 농경지 등에 큰 침수피해가 발생하였다. 이 지역은 고리원전 부지조성을 위해 하구부 의 하천이설과 주변지역에 대한 성토 등 대규모 개발사업이 이루어진 곳이다. 본 연구에서는 이러한 개발이 홍수시 침수피해의 원인이 되었는지를 알아보기 위해 HEC-GeoRAS 모형을 이용하여 개발사업 전․ 후에 대한 효암천 유역의 침수심과 침수면적의 변화를 조사하였다. 분석결과, HEC-GeoRAS 모형은 농경지 등 지형변화 및 표고차가 작은 하천유역에 대해서도 홍수시 침수심과 침수면적의 변화를 비교적 정확하게 산정할 수 있는 것으로 확인되었다. 침수심은 개발사업의 영향으로 2014년 8월 집중호우시 0.99 m가 상승하였고, 100년빈도 홍수시에는 0.39 m가 상승 하는 것으로 나타났다. 침수면적은 100년빈도 훙수시 침수심 1.5 m 이하에서는 감소하였으나 침수심 4.5 m 이상에서는 오히려 증가하는 것으로 나타났다. 결론적으로, 하천이설과 개발사업으로 인해 하구부의 농경지와 저지대의 자연저유기능이 상실된 것이 2014년 8월 집중호우시 홍수발 생의 주된 원인이 되었으며, 하천이설에 따라 신설된 하천단면의 총 하폭은 크게 증가하였으나 실질적인 유효하폭은 오히려 축소되어 통수단면적 이 감소되었던 것이 침수피해를 가중시킨 것으로 나타났다. 추후 하천이설이나 주변지역에 대한 성토 등 개발행위시에는 기존의 저유기능이 충분 히 고려된 하천개수계획이 필요한 것으로 판단된다.