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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국의류산업학회 한국의류산업학회지 한국의류산업학회지 제16권 제5호
발행연도
2014.1
수록면
730 - 744 (15page)

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With advances in QR code, mobile is becoming one of important channels in the fashion retail industries. Thisstudy attempts to understand the importance of QR code utilization in creating multi-channel business model. Study objectivesare to classify types of multi-channel retailing by QR code utilization and to explore the role of QR code technologyin strategic marketing elements for types of multichannel retailer. As an exploratory approach, a total of 78 news articlesregarding QR code issues were reviewed and analyzed by focusing on 48retailers seleted in this study. The results foundseven dimensions of QR code marketing strategies: abundant product information, additional information contents, transactionaccessibility, connectedness to channels, location based service, loyalty program and multimedia advertising. Baseda combination of channels and level of mobile apps’ activation, multichannel retailers utilizing QR code technology wereclassified into four types; bricks-click-active mobile model, bricks-click-inactive mobile model, bricks-click model, and clickactivemobile model. There were differences of using QR code marketing strategies among multichannel models. Accordingto results, for bricks-and-mortar retailers, QR code was critical to integrate shopping experience with merchandise or salespromotions across channels. In addition, for non-store retailers, the QR code utilization was successful in expanding mobilechannels, which can promote retail sales by a two-way interaction with customers via the mobile apps.

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