오프라인 매장에서의 온라인 채널 통합 운영방안에 관한 연구A Study on Online Channel Integration in Offline Shops
- Authors
- 등문청; 서용원
- Issue Date
- 2016
- Publisher
- 한국경영과학회
- Keywords
- Multichannel; Online Channel Integration; Omni-Channel Strategy; Mobile Shopping; Showrooming; Morooming
- Citation
- 경영과학, v.33, no.4, pp 77 - 89
- Pages
- 13
- Journal Title
- 경영과학
- Volume
- 33
- Number
- 4
- Start Page
- 77
- End Page
- 89
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/7600
- DOI
- 10.7737/KMSR.2016.33.4.077
- ISSN
- 1225-1100
- Abstract
- Due to recent proliferation of the mobile shopping channels, customers increasingly tend to purchase using online channel while experiencing physical products in offline shops. This phenomenon requires traditional offline retailers to consider integrating online channels. In this study, we propose strategic options for the traditional offline retailers regarding the online channel integration, and provide corresponding decision models to maximize the expected profits. We also investigate how the strategic options vary with the product characteristics, by categorizing the products based on inventory cost, demand uncertainty, and fitness to the online channels. By analyzing numerical examples we illustrate how the best online channel integration strategy should be differentiated depending on the product categories.
Due to recent proliferation of the mobile shopping channels, customers increasingly tend to purchase using online channel while experiencing physical products in offline shops. This phenomenon requires traditional offline retailers to consider integrating online channels. In this study, we propose strategic options for the traditional offline retailers regarding the online channel integration, and provide corresponding decision models to maximize the expected profits. We also investigate how the strategic options vary with the product characteristics, by categorizing the products based on inventory cost, demand uncertainty, and fitness to the online channels. By analyzing numerical examples we illustrate how the best online channel integration strategy should be differentiated depending on the product categories.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - College of Business & Economics > School of Business Administration > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.