A Study on the Influence of Omni Channel’s Shopping Value on Users’ Innovative Tendency and Service Attitudes

• 영문명: A Study on the Influence of Omni Channel’s Shopping Value on Users’ Innovative Tendency and Service Attitudes
• 발행기관: 한국유통과학회
• 저자명: So-Ra MIN Sun-Mi LEE
• 간행물 정보: 『유통과학연구(JDS)』제21권 제1호, 119~128쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.01.30

영문 초록

Purpose: Due to COVID-19, the rapidly changing untact culture from offline to online has spread rapidly, increasing the utilization of omni-channel. However, among the studies on consumers in the online market, there are not many studies that analyze Shopping Values and attitudes toward omnichannel Acceptance. Research design, data, and methodology: This study investigated through empirical analysis how Shopping Values and innovation propensity of consumers using omni channels affect omni channel Acceptance attitudes. The analysis results based on a total of 268 questionnaires using SPSS v.23 and AMOS v.23 statistical programs are as follows. Results: First, it was found that the perceived Value of omnichannel use had a positive effect on the innovation tendency, and the pleasure Value had a greater effect than the actual Value. Second, it was found that the practical and hedonic Value of the omnichannel had a positive effect on the attitude of service Acceptance. Third, it was found that Omni Channel's consumer innovation tendency had a positive effect on service Acceptance attitude. Conclusion: This study proved that Shopping Value perception and individual innovation propensity for omnichannel services have a positive effect on Acceptance attitude, and it is of academic significance in that it expanded understanding of what factors are needed to increase Acceptance attitude of Omni Channel services.

목차

1. Introduction

2. Theoretical Background

3. Research Method

4. Analysis

5. Conclusion

References

키워드

Omni Channel Shopping Value Acceptance Attitude