발간년도 : [2018]
| 논문정보 |
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| 논문명(한글) |
[Vol.13, No.6] Understanding the Customer Activity in Omni-channel Commerce: An Exploratory Analysis |
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| 논문투고자 |
Sung Yul Ryoo, Sang Cheol Park |
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| 논문내용 |
With the proliferation of mobile internet and social media, the simultaneous use of online and offline channels by customers is facilitating the emergence of new shopping behaviors. Omni-channel retailing has been given a considerable attention in recent literature. Although lots of research was devoted to understanding consumers' omni-channel adoption, few studies have discussed the customer's online behaviors and offline behaviors simultaneously in an omni-channel context. By applying activity theory(AT) perspective, this study aims to create insight into omni-channel customers’ service on customers’ behavior in online/offline context. Activity theory has emerged as a new philosophical framework for conceptualizing human activities. Since AT paradigm provides useful supplement to human information processing, AT could provide guide to understand consumer's activity. Drawing upon AT, this study adopts AT to compare consumer activity in online and offline context and to apply it to practical research. From online customer’s point of view, contradictions between object to save costs and rules related to concern about delivery costs can be generated in the process of making a decision about where they will purchase. Meanwhile, from offline customer’s perspective, contradictions between object to save efforts and rules related to less variety can be generated in the process of shopping offline. |
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