온라인/오프라인 채널유형에 따른 구매행동에 관한 연구: 프린터 제품을 중심으로

초록

This Research was conducted to examine an effect which online or offline channel choice factors-including store attributes and shopping tendency and reference group’s power-influence to online or offline channel satisfaction and online or offline channel loyalty depending on consumer types classifying with information searching level and purchase-risk perceiving level. To measure store attributes factors based on prior studies are used. To measure shopping tendency, factors including convenience tendency, price tendency and pleasure tendency are used. With this measuring factors, sample question survey was conducted to 400 persons in grand shopping malls and 352 valid questionnaires were collected. In summarizing research results, both online and offline channel store attributes have statistical significance for channel satisfaction. In online channel, price tendency has statistical significance for channel satisfaction. In offline channel, reference group’s power have statistical significance for channel satisfaction. Channel satisfactions have statistical significance for channel loyalty with intention of revisiting and recommending other person. In subconscious consumer, store attributes, price tendency and reference group’s power have statistical significance for channel satisfaction. In conclusion, store attributes by means of online and offline channel choice factor influences to channel satisfaction and channel loyalty.

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