earticle

영어

The purpose of this study is to analyze the purchase journey for consumers who purchase sportswear brands with omnichannel that can show cross-over shopping behavior such as webrooming, showrooming, and morooming. As a research method, first, through four sections (touch points) of McKinsey's consumer purchase decision-making journey and prior interviews, the contact points of the sportswear brand consumer's purchase journey were identified and confirmed through expert meetings. The travel map was constructed by classifying the experience factors that occur at the contact points for the confirmed purchase journey into expected value and CLUE factors according to their characteristics. The subjects of the study first conducted an in-depth interview with three consumers of sportswear brands, and then interviewed 20 consumers who had purchased sportswear brands with omnichannel established over the past year through a semi-structured questionnaire based on the performance of the first year's assignments and in-depth interviews. The consumer decision-making journey map was finally prepared, including the contact points, expected value, and CLUE factors according to the shopping journey. As a result of the study, the consumer purchase journey was divided into four primary stages: consideration, evaluation, purchase, and post-purchase experience. These stages were subsequently delineated into nine more granular steps, which were as follows: needs assessment, consideration of alternatives, active consideration, collection of specific information, decision on purchase method, purchase, confirmation and evaluation, sharing, and communication. In the purchase journey map, expected value, CLUE, and physical evidence for the purchase journey stage and touch point were presented, respectively, and expected value, CLUE factors, and physical evidence were presented.