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Study of the Types and Characteristics of Channel Shift of Omni Channel Service

Kyoung, Lee Su and Jin, Lee Yoo (2016) Study of the Types and Characteristics of Channel Shift of Omni Channel Service. In: ADADA 2016 14TH international Conference for Asia Digital Art and Design Association.

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Currently, we are living in an age in which the development of IT technology creates value by utilizing Internet and mobile platform. In the past, the consumers had an one-way consumption pattern which purchases after acquiring information via advertisement. And then, as the Internet improves, they have shown the aspect of consuming more actively, by searching and applying a variety of information acquired from Internet. While until then, online and offline belonged to the different area which delivers each different value, however presently, with vitalizing ICT and mobile environment, the boundary has begun to blurred. Accordingly, and a form of Omni Channel service where the physical place and Internet, mobile, the respective platform organically assimilate with each other has been established. Therefore, currently a number of distribution enterprises are providing various mobile-based O2O(Online to Offline) service as one strategy in order to support Omni Channel. In this case, currently a lot of enterprises have faced a problem of how to plan and design channels that support the users in each stage of decision making process for purchase and provide potential consumers with a consistent brand experience. Thus, the study would examine Omni Channel, which is a novel consuming trend, prior to solving the problem, and aims to draw the decision making process for purchase in Omni Channel service environment. On top of that, it would formalize Channel shift types of consumers and figure out their characteristics through customer journey map. Based on them, it aims to examine the characteristics of Omni Channel service by analyzing the cases of Omni Channel service in general. The study is meaningful as a preceding research in that it draws the Omni Channel service design strategy to maximize mobile users' experience in the future.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Omni Channel, O2O(Online to Offline), Customer Journey Map
Subjects: N Fine Arts > N Visual arts
N Fine Arts > N Visual arts > N81-390 Study and teaching. Research
Divisions: Universitas Multimedia Nusantara
Depositing User: mr admin umn
Date Deposited: 15 Mar 2018 07:43
Last Modified: 15 Mar 2018 07:43

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