Understanding the Customer Activity in Omni-channel Commerce: An Exploratory Analysis

Sung Yul Ryoo (류성열); Sangcheol Park (박상철)

doi:10.34163/jkits.2018.13.6.007

Understanding the Customer Activity in Omni-channel Commerce: An Exploratory Analysis

Journal of Knowledge Information Technology and Systems
Abbr : JKITS
2018, 13(6), pp.705-711
DOI : 10.34163/jkits.2018.13.6.007
Publisher : Korea Knowledge Information Technology Society
Research Area : Interdisciplinary Studies > Interdisciplinary Research
Published : December 31, 2018

Sung Yul Ryoo ¹, Sangcheol Park ²

¹대진대학교
²대구대학교

Accredited

ABSTRACT

With the proliferation of mobile internet and social media, the simultaneous use of online and offline channels by customers is facilitating the emergence of new shopping behaviors. Omni-channel retailing has been given a considerable attention in recent literature. Although lots of research was devoted to understanding consumers' omni-channel adoption, few studies have discussed the customer's online behaviors and offline behaviors simultaneously in an omni-channel context. By applying activity theory(AT) perspective, this study aims to create insight into omni-channel customers’ service on customers’ behavior in online/offline context. Activity theory has emerged as a new philosophical framework for conceptualizing human activities. Since AT paradigm provides useful supplement to human information processing, AT could provide guide to understand consumer's activity. Drawing upon AT, this study adopts AT to compare consumer activity in online and offline context and to apply it to practical research. From online customer’s point of view, contradictions between object to save costs and rules related to concern about delivery costs can be generated in the process of making a decision about where they will purchase. Meanwhile, from offline customer’s perspective, contradictions between object to save efforts and rules related to less variety can be generated in the process of shopping offline.

KEYWORDS

Omni-channel retailing, Omni-channel commerces, Customer activities, Customer contexts, Activity theory

Citation status

* References for papers published after 2023 are currently being built.

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This paper was written with support from the National Research Foundation of Korea.

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Journal of Knowledge Information Technology and Systems 2023 KCI Impact Factor : 0.89

Understanding the Customer Activity in Omni-channel Commerce: An Exploratory Analysis

ABSTRACT

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Citation status

* References for papers published after 2023 are currently being built.

Journal of Knowledge Information Technology and Systems 2023 KCI Impact Factor : 0.89

Understanding the Customer Activity in Omni-channel Commerce: An Exploratory Analysis

ABSTRACT

KEYWORDS

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* References for papers published after 2023 are currently being built.