The Effects of Consumers' Perception of Omni Channel on the Attractiveness of Channel and Continuous Use Intention

Abstract

Results:The analysis results as <Table 1> supported hypotheses H1a, H1b, H1e, H2, H3. On the other hand, H1c and H1d were rejected. Omni Channel's decision-making convenience, access convenience, post-benefit convenience, price fairness, and personalization characteristics have a significant impact on perceived omni channel attractiveness. On the other hand, transaction convenience and benefit convenience did not significantly affect omni channel attractiveness. attractiveness Omni Channel, which consumers perceived, a positive effect on the intention to Continuous use Omni Channel.Conclusions: This study presents the following theoretical implications. First, based on previous research related to various types of online and offline distribution channels and omni-channel commerce, the characteristics of omni-channel were extracted and the influence relationships between each factor were identified through empirical analysis. Second, this study attempted to verify the impact of detailed convenience on the attractiveness of a channel by taking a multiple approach to the previously studied concept of convenience.The practical implications are as follows. First, this study will help establish better marketing strategies not only for existing companies but also for new companies that want to establish omni channels by identifying how the characteristics of omni channels affect the attractiveness of omni channels.Second, with the results from the Chinese consumers' response to Omni Channel, a marketing strategy that increases the attractiveness of the channel by establishing not only convenience but also fairness and personalization is necessary for Korean companies' overseas expansion.