A new approach to segmenting multichannel shoppers in Korea and the U.S.

Park, Joonyong; Kim, Renee B.

doi:10.1016/j.jretconser.2018.09.007

Cited by 28 publications

(27 citation statements)

References 40 publications

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“…Lastly, our study suggests that consumers consider using OC for different aspects of convenience (searching, ordering and delivery) and 'seamlessness' or 'perceived consistency' among the retail mix of touch points is found to be a primary reason to use the OC retail service (Park & Kim, 2018). Thus, returns on a company's effort to establish a successful OC (i.e.…”

Section: Managerial Implicationsmentioning

confidence: 85%

Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

Kim

Matsui

Park

et al. 2019

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Digitization of retail platform and integration of various retail channel is coupled with rapid change in consumer shopping behavior and their expectation for retail experience. Consumers expect retailers to be able to provide seamless, consistent and personalized service in which they also have enriched retail experience (Picot Coupey et al., 2016). Omni-channel retailing has emerged to provide integrated retail service of various channels which enable consumers to use various channels and touch points synergistically. In this study, we investigated the effect of perceived value of attributes of the OC service on consumers’ decision process for omni-channel usage in Japan and Korea. The AHP method is applied to assess hierarchical process of consumers’ decision making in using omni-channel service. In the AHP framework, consumers’ decision making is structured hierarchically, and framed to have three levels of process in which consumers make decision on omni-channel usage based on three constructs: ‘Customer Value (CV), ‘Touch Point (TP)’ and ‘Payment System (PS)’. The AHP survey was administered to individual shoppers in Japan and Korea, and 240 respondents and 229 respondents answered the AHP survey in Korea and Japan, respectively. Findings reveal that ‘Customer Value (CV)’ is perceived to be more important than ‘Touch Points (TP)’ and the ‘Payment System (PS)’, affecting consumers’ decision for using the omni-channel service. Furthermore, consumers in two countries show different preferences for specific aspects of the CV attributes. The authors also discuss the methodological and managerial implications of the findings.

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Section: Managerial Implicationsmentioning

confidence: 85%

Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

Kim

Matsui

Park

et al. 2019

Self Cite

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“…Wang & Somogyi, 2018), lifestyle (Brengman et al, 2005;Ladhari et al, 2019;Pandey et al, 2015;Swinyard & Smith, 2003;Ye et al, 2011), and online shopping patterns and activities (Ballestar et al, 2018;Huseynov & Yıldırım, 2017;Y. Liu et al, 2015;Nakano & Kondo, 2018;Park & Kim, 2018).…”

Section: Consumer Typologiesmentioning

confidence: 99%

“…Psychographic and behavioral segmentation analysis conducted on Generation Y female online shoppers by Ladhari et al (2019) identified four different approaches to online shopping and six different shopping profiles each with different objectives. Park and Kim (2018) assessed multichannel shoppers' purchasing patterns in Korea and the United States. They identified six different clusters in the Korean sample and four different clusters in the U.S. sample.…”

Section: Consumer Typologiesmentioning

confidence: 99%

Online Consumer Typologies and Their Shopping Behaviors in B2C E-Commerce Platforms

Huseynov

Yıldırım

2019

SAGE Open

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Consumer behavior in e-commerce platforms is one of the extensively researched area. Numerous studies in this field assessed consumer online shopping behavior from various aspects. However, literature review showed that most of the conducted studies do not carry out market segmentation analysis while accessing shopping behavior of online consumers. Therefore, the general conclusions made by these studies about consumer attitude, behavior, and decision-making process might not reflect actual behaviors of different consumer segments. In contrast to previous studies, this study initially carried out psychographic market segmentation analysis and found four different online consumer segments. Later, shopping behavior of each determined segment was assessed by using the developed behavior evaluation model. Findings of this study provide important information to e-retailers about the behavioral characteristics of each consumer segment. E-retailers can utilize this study findings to effectively allocate their marketing resources and design more successful marketing mix for each consumer segment.

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“…Although the omnichannel retail environment theoretically facilitates a wide variety of shopping journeys, how consumers' path-to-purchase materialises in practice is largely unclear. Hence, several researchers stressed the need to obtain better knowledge and thorough understanding of consumers' behavioural patterns and characteristics [7,11,12]. What is more, understanding these patterns allows to gain insight in the transport flows related to shopping, that induce significant environmental consequences [13][14][15][16], both locally (e.g., air pollution, congestion, noise) and globally (e.g., climate change emissions) [17].…”

Section: Introductionmentioning

confidence: 99%

How Does Consumers’ Omnichannel Shopping Behaviour Translate into Travel and Transport Impacts? Case-Study of a Footwear Retailer in Belgium

et al. 2019

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Retailers and consumers are increasingly “omnichannel”. This means that retailers offer multiple integrated offline and online channels to their customers, while consumers use multiple offline and online channels throughout their shopping journeys. In these shopping journeys, consumers can travel for researching, testing, receiving and returning activities related to a purchase, next to the purchasing itself. It is unclear how such omnichannel consumer behaviour materialises in practice. This information is important for practitioners from retail as well as for society, not in the least because of the environmental impact that shopping trips generate. Existing environmental assessments of retail-related transport and logistics do not account for consumers’ omnichannel shopping and travel behaviour. To fill this gap in research, we set up a case-study collaboration with an omnichannel footwear retailer in Belgium. We collected data on logistics and consumer flows and analysed this data to determine the CO2 footprint. Our research results in six profiles, of which “the online shopper” that shops online and receives its purchase at home or at a collection point generates the lowest impact. However, when online shoppers travel to stores prior to their e-purchase and become “showroomers”, the external CO2 costs double compared to “traditional shoppers” that carry out all shopping activities in-store and are more than eight times higher compared to “online shoppers”. Although the case-study context should be taken into account (e.g., in terms of product type, retailer type and geography), a sensitivity analysis demonstrates the robustness of our results.

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A new approach to segmenting multichannel shoppers in Korea and the U.S.

Cited by 28 publications

References 40 publications

Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

Online Consumer Typologies and Their Shopping Behaviors in B2C E-Commerce Platforms

How Does Consumers’ Omnichannel Shopping Behaviour Translate into Travel and Transport Impacts? Case-Study of a Footwear Retailer in Belgium

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