옴니채널의 상대적 이점에 기여하는 채널 통합 요인 탐색

초록

Omni Channel has become a major trend, which is literally defined as integrating online, offline, and mobile channels across all the consumer buying processes of search, purchase, and after service. In this study, we intend to formalize the term ‘integration’ in the sense of being distinguished from multi-channel, or on-off hybrid channels. We draw upon transaction cost economic theory to extract the integration constructs which, through reduction of purchase transaction time and risk, contribute to the relative advantage of omni-channel. Subsequently, the research model is developed with the first-order constructs of information concurrency and price consistency as the constituents of transaction time reduction, and the other two first-order constructs of information extensibility and service consistency as the constituents of transaction risk reduction. Accordingly, research hypotheses are formed, and survey-based empirical testing is conducted using PLS. The statistical testing result validates the research model and offers useful insights for industrial applications and further research on IT-based omni-channel.

키워드