Abstract
The paradigm of distribution channels has changed from single to multi-channels with the diffusion of smartphones and mobile equipment, as well as the emergence of new consumption patterns. Considering that Dongdaemun, which represents a brand from a special commercial district, is actively expanding its multi-channel distribution pattern, there is a need to examine which specific attributes are causing brands to change their distribution strategies. This study aims to extract multi-channel attributes of Dongdaemun-based fashion brands and consider the differences recognized by groups based on consumers’ multi-channel shopping orientations. In Study I, a means-end chain theory is applied to conduct in-depth interviews for the purpose of deriving multi-channel attributes of Dongdaemun-based fashion brands. Six multi-channel attributes–product diversity, trendiness, cost-effectiveness, convenience, entertainment, and informative–are identified. Study II, which seeks to verify the six multi-channel attributes by surveying 493 participants, reveals that each attribute is distinct in terms of consumers’ multi-channel shopping orientations. As a result, groups differ in how consumers recognize multi-channel attributes of Dongdaemun-based fashion brands, based on channel utilization and channel preference. This study is significant for its academic focus on Dongdaemun-based fashion brands’ distribution channels, and for identifying which multi-channel attributes are important to consumers.
| Original language | English |
|---|---|
| Pages (from-to) | 125-142 |
| Number of pages | 18 |
| Journal | Journal of Global Fashion Marketing |
| Volume | 8 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2017 Apr 3 |
Fingerprint
All Science Journal Classification (ASJC) codes
- Cultural Studies
- Strategy and Management
- Marketing
- Management of Technology and Innovation
Cite this
}
Channel attributes of traditional market-based fashion brands and consumers’ multi-channel shopping orientation. / Ko, Jeonmi; Ko, Eunju; Chun, Eunha.
In: Journal of Global Fashion Marketing, Vol. 8, No. 2, 03.04.2017, p. 125-142.Research output: Contribution to journal › Article
TY - JOUR
T1 - Channel attributes of traditional market-based fashion brands and consumers’ multi-channel shopping orientation
AU - Ko, Jeonmi
AU - Ko, Eunju
AU - Chun, Eunha
PY - 2017/4/3
Y1 - 2017/4/3
N2 - The paradigm of distribution channels has changed from single to multi-channels with the diffusion of smartphones and mobile equipment, as well as the emergence of new consumption patterns. Considering that Dongdaemun, which represents a brand from a special commercial district, is actively expanding its multi-channel distribution pattern, there is a need to examine which specific attributes are causing brands to change their distribution strategies. This study aims to extract multi-channel attributes of Dongdaemun-based fashion brands and consider the differences recognized by groups based on consumers’ multi-channel shopping orientations. In Study I, a means-end chain theory is applied to conduct in-depth interviews for the purpose of deriving multi-channel attributes of Dongdaemun-based fashion brands. Six multi-channel attributes–product diversity, trendiness, cost-effectiveness, convenience, entertainment, and informative–are identified. Study II, which seeks to verify the six multi-channel attributes by surveying 493 participants, reveals that each attribute is distinct in terms of consumers’ multi-channel shopping orientations. As a result, groups differ in how consumers recognize multi-channel attributes of Dongdaemun-based fashion brands, based on channel utilization and channel preference. This study is significant for its academic focus on Dongdaemun-based fashion brands’ distribution channels, and for identifying which multi-channel attributes are important to consumers.
AB - The paradigm of distribution channels has changed from single to multi-channels with the diffusion of smartphones and mobile equipment, as well as the emergence of new consumption patterns. Considering that Dongdaemun, which represents a brand from a special commercial district, is actively expanding its multi-channel distribution pattern, there is a need to examine which specific attributes are causing brands to change their distribution strategies. This study aims to extract multi-channel attributes of Dongdaemun-based fashion brands and consider the differences recognized by groups based on consumers’ multi-channel shopping orientations. In Study I, a means-end chain theory is applied to conduct in-depth interviews for the purpose of deriving multi-channel attributes of Dongdaemun-based fashion brands. Six multi-channel attributes–product diversity, trendiness, cost-effectiveness, convenience, entertainment, and informative–are identified. Study II, which seeks to verify the six multi-channel attributes by surveying 493 participants, reveals that each attribute is distinct in terms of consumers’ multi-channel shopping orientations. As a result, groups differ in how consumers recognize multi-channel attributes of Dongdaemun-based fashion brands, based on channel utilization and channel preference. This study is significant for its academic focus on Dongdaemun-based fashion brands’ distribution channels, and for identifying which multi-channel attributes are important to consumers.
UR - http://www.scopus.com/inward/record.url?scp=85014564371&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85014564371&partnerID=8YFLogxK
U2 - 10.1080/20932685.2017.1279067
DO - 10.1080/20932685.2017.1279067
M3 - Article
VL - 8
SP - 125
EP - 142
JO - Journal of Global Fashion Marketing
JF - Journal of Global Fashion Marketing
SN - 2093-2685
IS - 2
ER -