멀티채널 사용자 쇼핑성향과 크로스오버 쇼핑패턴간의 관계 규명 연구 = Identifying the Relationships between Shopping-Orientation and Crossover Shopping Behaviors in Multi-Channel Environments

다국어 초록 (Multilingual Abstract)

In nowadays, there are lots of attentions to explain individuals’ cross-over shopping behavior in multichannel retailing context. This study tried to identify three different shopping orientations as major determinants of their cross-over behaviors, which are consisting of show-rooming and reverse show-rooming. We further tend to understand how three shopping orientations influence individuals’ cross-over behavior in multichannel retailing environments. In order to test the research model, 400 data were collected from individuals who had prior experiences on using multi-channels for purchasing a product. Our results demonstrated three different shopping orientations influenced both show-rooming and reverse show-rooming behavior. We also found that internet usage experience negatively affected reverse show-rooming behavior while it positively influenced the show-rooming behavior. Based on our findings, this study could provide relevant researchers with new theoretical insights and give practitioners importances for understanding individuals’ shopping behavior patterns.

참고문헌 (Reference)

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