-Abstract-
A comparative and analytical study on the perceived service factors of on and offline shopping mall
Park, Ki-Nam, Ph.D.
Assistant Professor Dept. of Multimedia Information Computing Kyungin Womens College
Web Service is implemented by special environment called World Wide Web, which is based on interactive property. This is great one of the new media that has not only attribute of multimedia but also one of hypermedia. In order to use this media, we need web pages that are composed of HTML and we can communicate each other using these pages. Therefore, web pages are recognized an important advertisement media such as TV, magazine, radio and so on. On this point, online shopping mall is sales and distribution channel and also one of the most important advertisement media.
This study investigates the difference of perceived service factors between on and offline shopping mall and analyzes differences of visitors expectation between on and offline shopping mall, when consumers visit shopping mall.
The comparison between perceived service factors of on and offline shopping mall indicates the significant difference in the variety of products and service, customer-orientation, time saving and money saving in favor of online shopping mall.
The implication and limitations of this research are discussed. The searched factors identified in this study may serve as considerable list for those firms that expect to synergy effect of on and offline shopping mall and much differentiation between on and offline.