패션 스마트 키오스크에서의 정보탐색과 고객채널이동

• 영문명: Information Search and Customer Channel Migration from Fashion Smart Kiosk
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김현주(Kim, Hyeon Ju) 강윤지(Kang, Yun Ji) 이설아(Lee, Seol Ah) 한상아(Han, Sang Ah) 김은영(Kim, Eun Young)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제20권 제2호, 59~68쪽, 전체 10쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2016.12.30

영문 초록

This study is to explore customer channel migration from a smart kiosk in information searching and purchasing fashion products. A self-administered questionnaire was developed based on the literatures, and mainly included usage of retail channels, importance of information contents on a fashion smart kiosk, and intentions of channel migration for purchasing fashion products. A total of 103 responses was obtained from smart phone users who were aged from 19 to 27 years old. The respondents represent more females(n=70) than males(n=33). For data analysis, descriptive analysis, K-means cluster analysis, and ANOVA were conducted via SPSS 18.0 program. Based on the usage of retail channels, consumers were classified into three clusters: store shopper, non-store shopper and cross shopper. For information search, there was significant difference in the importance of information contents(e.g., recommended products and style, special sized products, up-to-date items, special sales) among three groups. Also there were significant differences in the intentions of channel migration from a smart kiosk for purchasing products among three groups. Specifically, cross shoppers were likely to migrate from smart kiosk to offline stores in purchasing products; store shoppers were likely to migrate to offline stores after searching for style and price on the smart kiosk; and non-store shoppers were likely to migrate to mobile apps for purchases after searching for special offers on the smart kiosk. This study provides an insight into developing strategic channel integration by utilizing smart kiosk with unique design and promotional contents in the fashion retail environments.

키워드

Channel Migration Smart Kiosk Information Search Fashion Retailer