Title Page
The Lists of Published Articles
Contents
국문초록 7
Abstract 11
1. Research 1. Empirical Study of Omnichannel Purchasing Pattern with Real Customer Data from Health and Lifestyle Company 15
Abstract 15
1. Introduction 16
2. Literature Review 18
2.1. Concept of Omnichannel and Channel Categorization 18
2.2. Customer Experience in Digital Era and Omnichannel 19
2.3. Behavior Analysis of Omnichannel Usage 20
3. Research Design and Methodology 22
3.1. Hypothesis 22
3.2. Sample and Data Collection 24
3.3. Sample Characteristics 25
3.4. Definition of Variable for Research 25
3.5. Descriptive Statistics 26
3.6. One-Way ANCOVA 27
4. Analysis of Results 28
4.1. Hypothesis 1 28
4.2. Hypothesis 2 29
4.3. Hypothesis 3, Hypothesis 4 31
5. Discussion 35
6. Conclusions 37
6.1. Managerial Implication 37
6.2. Practical/Social Implications 38
6.3. Limitations 39
References 40
2. BSL DBA thesis 45