A study on purchase decision factors and the effectiveness of manufacturer brand recognition through Omni-channel

Abstract

In recent years, with the recent development of ICT (Information Communication Technology) and the spread of the Internet and mobile use, the boundaries between offline and online stores are gradually collapsing, creating a new distribution structure for new integrated communication. Furthermore, in the retail industry environment of the new era, companies have recently been pursuing an Omni-channel strategy in order to understand the needs of consumers and to provide customers with a consistent on-offline experience. In 2021 alone, the total transaction amount of online and offline mall shopping transactions was 192,894.6 billion won, an 18% increase from the previous year in 2020. The size of the computer-related product market is estimated at 31,718.5 billion won, accounting for 16% of the total sales, accounting for a high transaction amount.BR Accordingly, there is a need for more diverse and richer research on Omni-channel research in the future. On the other hand, previous studies have mainly focused on consumer purchasing decision factors and service satisfaction and dissatisfaction factors by simply comparing the characteristics of online e-commerce and offline distribution transactions. The purpose of this study was to conduct a study on