옴니채널 환경에서 쇼퍼의 개인차 변인, 유용성 지각, 그리고 만족감 관계에 관한 연구

Nowadays shoppers can ubiquitously access the internet thanks to an increasing number of digital devices. They expect to be able to consistently, interchangeably and simultaneously use an ever growing number of offline, online and mobile channels and touch points when shopping. Although omni-channel marketing is receiving increased focus in the consumer behavior literature, there is a general lack of theoretical frameworks and empirical research from the shoppers’ perspectives in the omni-channel context, and an even greater dearth related to personal attributes. Therefore, the purpose of this paper is twofold: first, to investigate shopper’s per- sonal attributes focusing on time perception and creativity, in particular classified into future- and present-time perception as for time perception and creative flexibility and adventurous freedom as for creativity; and second, to examine the effects of shopper’s personal attributes on perceived usefulness, which may affect satisfaction in the omni-channel shopping. A total of 196 questionnaires were used in the final data analysis, and the col- lected data was analyzed using the statistical package, SPSS 22.0. The result of the analysis reveals three points. The first is that future time perception has the significant effect on perceived usefulness, whereas present time perception has not the significant effect on it. The second is that creative flexibility has the significant effect on perceived usefulness, whereas adventurous freedom has not the significant effect on it. Third, perceived useful- ness towards omni-channel has the strong effect on satisfaction. As a result, this study enhances our conceptual understanding of the relationship among shoppers’ personal attributes, perceived usefulness, and satisfaction in the omni-channel context and suggests more effective solutions to establish shoppers’ experience in omni- channel shopping.