| abstract |
| Background The purpose of this study was to investigate the effects of pre-purchase searching behavior on post-purchase satisfaction and word-of-mouth of omni-channel consumers by adapting AISAS theory.
Methods An online survey was performed from November 7 to 10, 2016, targeting male and female consumers aged between 20 and 30, living in Seoul and the capital area, having the experience of shopping and purchasing fashion products. A total of 320 consumers responded to the survey, and the final analysis was conducted using SPSS 18.0 and AMOS 18.0.
Result The study results can be summarized as below. First, as a result of examining the effects of pre-purchase searching on satisfaction, online search influenced channel satisfaction. The smart search had significant effects on both channel and product satisfaction. Second, product satisfaction significantly influenced word-of-mouth. Lastly, channel satisfaction influenced word-of-mouth mediated by product. satisfaction.
Conclusion The results of study are expected not only to contribute to providing practical implications for establishment of appropriate distribution strategies for omni-channel being highlighted in the distribution industry, but also to offer baseline data to the academic world lacking the research on omni-channel consumers. |
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| Key Words |
| 옴니채널 구매 전 검색행동, 만족, 구전, Omni channel pre-purchase searching behavior, satisfaction, word-of-mouth |
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