Author(s): Kyounghee Lee, Boyoung Kim
As online shopping rapidly increases worldwide due to the popularization of the Internet, smartphones, and COVID-19, various omni-channel-based services are invigorated in the distribution industry. Significantly, the use of pickup service through offline stores has been recently growing, centering on young generations. This study aims to empirically present omni-channel characteristics and the effects of pickup service use motives in using omni-channel-based service when consumers are online shopping. It also assesses service satisfaction through the intervention of brand attachment and brand trust. A total of 324 questionnaire survey responses were collected and analyzed, focusing on the users' experiences of Korean online shopping omni-channel-based convenience store pickup service. According to the analysis results, personal motives affected both brand attachment and brand trust. Meanwhile, omni-channel characteristics affected brand trust but did not affect brand attachment. It was confirmed that brand trust, compared to brand attachment, further affected service satisfaction. Through all this, it needed to consider improving brand trust by taking into account individual consumers' use motives to enhance omni-channel-based pickup service satisfaction.