Journal of Global Fashion Marketing

Bridging Fashion and Marketing

ISSN: 2093-2685 (Print) 2325-4483 (Online) Journal homepage: http://www.tandfonline.com/loi/rgfm20

Channel attributes of traditional market-based

fashion brands and consumers’ multi-channel
shopping orientation

Jeonmi Ko, Eunju Ko & Eunha Chun

To cite this article: Jeonmi Ko, Eunju Ko & Eunha Chun (2017) Channel attributes of traditional
market-based fashion brands and consumers’ multi-channel shopping orientation, Journal of Global
Fashion Marketing, 8:2, 125-142, DOI: 10.1080/20932685.2017.1279067

To link to this article: http://dx.doi.org/10.1080/20932685.2017.1279067

Published online: 28 Feb 2017.

Submit your article to this journal

Article views: 5

View related articles

View Crossmark data

Full Terms & Conditions of access and use can be found at

http://www.tandfonline.com/action/journalInformation?journalCode=rgfm20

Download by: [University of Newcastle, Australia] Date: 09 March 2017, At: 02:54
JOURNAL OF GLOBAL FASHION MARKETING, 2017
VOL. 8, NO. 2, 125–142
http://dx.doi.org/10.1080/20932685.2017.1279067

Channel attributes of traditional market-based fashion

brands and consumers’ multi-channel shopping orientation
Jeonmi Ko, Eunju Ko  and Eunha Chun
Department of Clothing & Textiles, Yonsei University, Seoul, Republic of Korea

ABSTRACT ARTICLE HISTORY

The paradigm of distribution channels has changed from single Received 21 August 2016
to multi-channels with the diffusion of smartphones and mobile Revised 28 November 2016
equipment, as well as the emergence of new consumption patterns. Accepted 3 January 2017
Considering that Dongdaemun, which represents a brand from a KEYWORDS
special commercial district, is actively expanding its multi-channel Multi-channel; multi-
distribution pattern, there is a need to examine which specific channel attributes; shopping
attributes are causing brands to change their distribution strategies. orientation; Dongdaemun
This study aims to extract multi-channel attributes of Dongdaemun- fashion market; means-end
based fashion brands and consider the differences recognized by chain theory
groups based on consumers’ multi-channel shopping orientations.
关键词
In Study I, a means-end chain theory is applied to conduct in-depth 多渠道; 多渠道属性; 购物
interviews for the purpose of deriving multi-channel attributes of 取向; 东大门时尚市场; 目
Dongdaemun-based fashion brands. Six multi-channel attributes – 的链理论
product diversity, trendiness, cost-effectiveness, convenience,
entertainment, and informative – are identified. Study II, which seeks
to verify the six multi-channel attributes by surveying 493 participants,
reveals that each attribute is distinct in terms of consumers’ multi-
channel shopping orientations. As a result, groups differ in how
consumers recognize multi-channel attributes of Dongdaemun-based
fashion brands, based on channel utilization and channel preference.
This study is significant for its academic focus on Dongdaemun-based
fashion brands’ distribution channels, and for identifying which multi-
channel attributes are important to consumers.

以东大门为基础的时尚品牌的渠道属性和消费者的多
渠道购物取向的
随着智能手机等移动设备的普及和新的消费模式的出现，销售渠
道模式已经从单一渠道变为多渠道销售。东大门这一代表特别商
业区的品牌正积极地拓展多渠道销售模式。对导致品牌改变销售
策略的特定属性的研究是有必要的。虽然近阶段集中从消费者的
角度来解释多渠道销售的研究很多，但是关于多渠道属性和由
此可能产生的消费者意识差异的研究信息却很少。本研究旨在提
取东大门时尚品牌的多渠道属性，并考虑不同消费群体之间多渠
道购物取向的差异。在实验一中，为了获取东大门时尚品牌的多
渠道属性，将目的链理论运用于深度访谈。深度访谈的对象是对
东大门时尚产品有过多渠道购物经验的20–30岁男性和女性。多
渠道的六种属性被定义为：产品的多样性、时尚性、经济效益

CORRESPONDENCE TO  Eunju Ko  ejko@yonsei.ac.kr

© 2017 Korean Scholars of Marketing Science
126   J. KO ET AL.

型、便利性、娱乐性和信息性。实验二中通过对493位参与者的
调查，验证了上述6种多渠道属性，并揭示出消费者的多渠道购
物取向中每个属性也是有差异的。结果表明，根据消费者对渠道
偏好的不同，在对多渠道属性的认知上是有差异的。移动通信渠
道的使用在属性认知中起着非常重要的作用。此外，与其他组相
比，偏好使用移动通信渠道的人对所有属性的认知度更高。由于
移动渠道具有能够随时随地搜索和购买产品或服务的优点，所以
使用移动渠道的消费者能够清楚地识别多渠道的属性。本研究对
东大门时尚品牌的销售渠道的学术关注和对消费者多渠道属性的
揭示是非常有意义的。

1. Introduction
The emergence of the Internet and the commercialization of mobile devices have changed
consumers’ shopping patterns from purchasing through a single channel, such as an offline
store, to multiple channels, such as personal computers and mobile devices. In other words,
the distribution market’s paradigm has entered into an era of multi-channels (“Encounter
of ICT & Retail: Omni-Channel”, 2013). Such changes in the distribution environment
indicate that consumers are no longer restricted to a certain location or time. They collect
information about a product and make a purchase on the platform that they deem is most
practical. As such, an offline store may venture into online retail, or an online store may
launch an offline store and manage them together.
The Dongdaemun Fashion Market is Korea’s representative distribution market specifically
formulated as an offline channel. Dongdaemun is also known as a large-scale fashion district
that focuses on a specific area to handle production ranging from design to manufacturing
to sales. As such, products bought or manufactured via Dongdaemun for sales to consumers
are products easily found in the Dongdaemun Fashion Market’s large-scale shopping malls
(Ko, Choo, Lee, Song, & Whang, 2013). In the 2000s, Dongdaemun wholesale market’s main
medium of exchange evolved into an Internet-based shopping mall with the widespread use
of the Internet. In fact, most of the cheap fashion products sold on the Internet consist of
Dongdaemun-based fashion products (Kim, 2014). This change in the distribution envi-
ronment and consumer consumption pattern prompts the incorporation of multi-channel
distribution for Dongdaemun brands, shifting away from offline or single online channels.
Dongdaemun-based fashion brands’ aggressive expansion of distribution channels has
prompted the need to question how consumers’ multi-channel shopping preferences influ-
ence their recognition of multi-channel attributes. Existing research on shopping channels
focuses on how consumers’ choice affects behavior (e.g. Blázquez, 2014; Mcgoldrick &
Collins, 2007). Studies that specifically focus on fashion brands examine why consumers
choose multi-channels and analyze consumer characteristics (Blázquez, 2014; Kim & Lee,
2011), compare offline vs online store attributes (Lee, Park, & Heo, 2002), or look at fashion
brands’ multi-channel marketing effects (Lee, Park, & Noh, 2008). Even though recent stud-
ies on multi-channels concentrate on interpreting them from a consumer’s point of view,
there is a lack of information on multi-channel attributes and differences that may arise
from consumers’ awareness. This study uses a means-end chain (MEC) theory developed
from clinical psychology to reveal multi-channel attributes. Veludo-de-Oliveira, Akemi,
and Campomar’s (2006) study discusses the benefits of basic laddering. They highlight the
 JOURNAL OF GLOBAL FASHION MARKETING   127

advantage of assessing an individual’s value priorities, and how MEC theory is useful in
various fields to analyze human behavior. In this study, the researchers regard offline and
online channels as interactive, and analyze consumers’ different perceptions, driven by their
multi-channel shopping orientations. The authors then apply important characteristics that
enhance Dongdaemun-based fashion brands’ contact with the consumer through a MEC
framework and examine them.
Thus, the purpose of this research is as follows. First, based on multi-channel char-
acteristics and Dongdaemun-based fashion brands’ traits, the intention is to deduce a
Dongdaemun-based fashion brand’s multi-channel attributes. Second, the intention is to
analyze the importance of these attributes, according to consumer channel utilization and
preferences. This allows us to assess the difference, if any, among consumers’ perceptions
of a Dongdaemun-based fashion brand’s multi-channel attributes according to their multi-
channel shopping orientations. Through this analysis, the authors aim to propose strategies
to address the changing distribution environment for Dongdaemun-based fashion brands.

2.  Literature review

2.1.  Multi-channel attributes of Dongdaemun-based fashion brands
Dongdaemun-based fashion brands refer to labels sold via the Dongdaemun Fashion Market’s
wholesale channel, or items manufactured in this particular market (Jung, Choo, & Chung,
2007). In the past, Dongdaemun-based fashion brands focused on single channels like retail
shopping malls (Doota or Migliore), or online shopping malls. Dongdaemun-based fashion
items expanded their distribution network through the modernization of retail-oriented,
large-scale shopping malls, which actively distributed Dongdaemun products within the
Dongdaemun Fashion Market in the late 1990s (Ko et al., 2013). This distribution channel
also branched out with the introduction of online shopping malls, instigated by the devel-
opment of the Internet since the 2000s. Currently, Dongdaemun-based fashion brands take
on diverse forms, such as multi-brand shops that feature one or more lines, or brands that
start online and go offline (“Dongdaemun Fashion, Resurrection”, 2014). “Style Nanda”,
“Wonderplace”, and “Roompacker”, based on Dongdaemun, are representative branding
cases. They are now emerging as the online and offline powerful actors in the market. Such
multi-channel offerings address the shortcomings of an offline store’s approachability and
online shopping malls’ tangible limitations, thus creating a complementary effect between
on- and offline channels.
Multi-channel is defined as a strategy whereby a retailer provides products and services
through more than one channel of distribution, moving away from just an offline store,
Internet-based website, TV, or a catalogue (Stone, Hobbs, & Khaleeli, 2002). A distinct
feature is that a multi-channel can offer both online and offline channels’ attributes that are
complementary to each other. Yet one difference between a multi- and a single channel is
that with a multi-channel, consumers can choose which distribution channel to select (Stone
et al., 2002). Previous studies have identified multi-channel attributes in terms of product
value, economic, trustworthiness, convenience, and experience (e.g. Balasubramanian,
Raghunathan, & Mahajan, 2005; Keller, 2010; Konuş, Verhoef, & Neslin, 2008; Mcgoldrick
& Collins, 2007). In addition, earlier research focused on the Dongdaemun Fashion
Market as a type of “place”, by examining how to strengthen its production system and its
128   J. KO ET AL.

competitiveness (e.g. Jung et al., 2007; Ko et al., 2013). However, Dongdaemun Fashion
Market is now developing into a “brand” through various distribution channels by moving
away from the single distribution structure of a retail shopping mall. Therefore, it is neces-
sary to examine Dongdaemun Fashion Market from a brand’s point of view.

2.2.  Multi-channel shopping orientation

Modern-day consumers utilize different channels in the decision-making process. They look
at multi-channels to select a certain channel for product information, and then may even
purchase from a different channel (Verhoef, Neslin, & Vroomen, 2007). In other words,
they can gather information from non-retail stores such as the Internet, catalogues, or TV,
but make their purchase from a different source like an offline store (Kim & Lee, 2008). In
particular, the number of mobile phone shoppers has risen, prompted by the increase in
search and purchase functions via smartphones. This trend also allows shoppers to freely
browse and purchase among online, offline, and mobile channels (Mcgoldrick & Collins,
2007). Such multi-channel environments instigate a clear shopping behavior preference for
which channel consumers utilize and prefer, driven by individual value (Konuş et al., 2008;
Mcgoldrick & Collins, 2007).
Consumers assess the same product differently, due to the intrinsic differences between
online and offline distribution channels. Therefore, consumers evaluate the importance of
purchase attributes differently, leading to different purchase behavior (Park, 2001). This
begs the question of whether or not there is a difference in recognition of channel attributes
based on consumers’ shopping orientations. With the expansion of mobile devices, earlier
researchers distinguished and analyzed the difference in shopping behavior between PC
and mobile device-based shopping within the online channel (e.g. Lee, Kang, & Park, 2014;
Shin, Song, & Sung, 2010). This research is based on earlier studies to identify shopping
orientations. Distribution is separated into an online, offline, mobile, and multi-channel,
the latter defined as the use of more than two channels. Two groups are identified based on:
channels utilized by consumers (online·offline, online·mobile, online·offline·mobile users)
and channels preferred by consumers (preference for online, offline, mobile, online·mobile
channels).

3.  Study I
3.1. Method
3.1.1.  MEC theory’s assessment and analysis process
The purpose of study I is to identify a Dongdaemun-based fashion brand’s multi-channel
attributes by applying MEC theory. These attributes are then studied to understand how they
are connected to consumers’ pursued value, affecting their decision-making and behavior.
As the development of the Internet and mobile devices has expanded shopping channels and
changed consumer behavior, it is important for brands to accurately identify which attributes
consumers prefer for the effective use of sales channels (Kim & Jeong, 2013). Therefore, the
goal is to generate a Dongdaemun-based fashion brand’s multi-channel attributes utilizing
MEC theory’s laddering technique, and attribute, consequence, and value.
 JOURNAL OF GLOBAL FASHION MARKETING   129

MEC theory is rooted in consumer perception. It looks at how results, preferences, and
the decision-making process as generated through a product or service’s attributes and
consumption are influenced and connected with an individual’s values (Mittal & Muralie,
2012). MEC can be summarized on three levels. First, attribute refers to the direct impact
generated from a product’s basic function or service. Second, consequence indicates the ben-
efits resulting from a product or service’s attributes. Third, value signals the ultimate value
an individual desires from attribute and consequence (Kim & Oh, 2005; Petison, Thongthou,
& Lekmoung, 2012). This level is related to a product’s immediate or mid-result assessment
from consumption, rather than from a consumer’s conscious experience (Gutman, 1991).
In other words, within the consumer’s cognitive framework, the value level is considered
the “ends”, and an attribute is regarded as the “means” to produce results (Petison et al.,
2012). Therefore, MEC theory in relation to a distribution channel assesses the cognitive
relationship between consequence, as generated from a store’s attribute and store visit, and
consumer values, being the foundation in the decision-making process (Wagner, 2007).
Mulvey and Olson (1994) also express that MEC is a cognitive expression of a consumer’s
general and self-awareness knowledge regarding a distributor from a psychological and
social result, and from a value perspective.
Reynolds and Gutman (1988) propose a laddering technique to measure how a prod-
uct’s attribute is related to an individual’s values using MEC theory. Reynolds and Olson
(2001) claim that laddering makes the respondent explain why something is important to
him/her in his/her own language. Meanwhile, the interviewer interprets the meaning of a
respondent’s reactions. Thus, laddering is a semi-structured qualitative method. However,
laddering is significantly different from other qualitative methods, because it mostly consists
of a certain structure, such as its order of questions and the use of standardized questions to
generate additional responses. The interviewer’s category of questions is limited to attribute,
consequence, and value, and each method of questioning is designated as well. More spe-
cifically, questions like, “Why is this important to you?” are repeatedly asked to define the
relationship among important features categorized into attribute, consequence, and value.
Collected data went through a standard content analysis to identify the main categories.
In the next step, an implication matrix was formed to record the number of times a rela-
tionship among these categories was identified. A hierarchical value map (HVM) was then
constructed to reflect the main relationships. HVM expresses each category of attribute,
consequence, and value into a circle. A level is connected with a line. A larger circle or area
indicates that a relationship is mentioned with greater frequency, and the number of times
a relationship is drawn between categories is expressed by the width or thickness of a line
(Klenosky, Gengler, & Mulvey, 1993).

3.1.2.  Data collection and analysis

In study I, using the laddering method proposed by Reynolds and Gutman (1988), the authors
conduct in-depth interviews to identify the multi-channel attributes of a Dongdaemun-
based fashion brand. Kim and Oh’s (2005) research method was referenced to standardize
the interview information. A second verification of the attributes was conducted using a
structured questionnaire. The data verified at this second stage were used to conduct an
implication matrix and HVM, whereby the relationship among attribute, consequence, and
value was analyzed.
130   J. KO ET AL.

Interviews were conducted between 9 and 17 September 2015 with 20 respondents (10
men, 10 women) in their 20s and 30s who had bought a Dongdaemun-based fashion item
more than two times within the last three months using a multi-channel. Interview mate-
rial was analyzed, with reference to Van Manen’s (1990) proposed holistic and selective
approach. The overall text was searched for key words that may explain the overall text’s
basic meaning or significance. Then, the meaning was formalized into a word that best
expressed the meaning. The selective approach refers to a method whereby one text is read
numerous times. It is analyzed as to whether or not a certain experience or word is depicted,
or a basic meaning is expressed related to the experience. These selected confessions are
then highlighted. This coding analysis involved two researchers who coded the interview
material separately, verified each other’s work, discussed their differences, if any, and com-
pleted the final coding. Each recorded interview was listened to more than three times to
compare the coding material with the electronic copy in order to strengthen its validity.
Previous studies note that the laddering method has its limitations (e.g. Reynolds &
Whitlark, 1995), such as lacking an objective interpretation of the MEC interview results,
high expense, difficulty in securing validity and reliability, and the limitation of sample size.
Therefore, an additional survey was added to overcome these limitations. A survey was
designed to address a Dongdaemun-based fashion brand’s multi-channel attribute, conse-
quence, and value based on in-depth interview results. With a total of 62 respondents (30
men, 32 women) who had used a multi-channel to buy a Dongdaemun-based fashion prod-
uct participating in the survey, interviews were conducted between 21 and 25 September
2015. Although participants are led to select one category for the attribute, they can choose
one to three categories for value, as existing research notes that, statistically, a maximum of
three categories form the value in laddering (Jeong & Park, 2012). Participants were selected
from the proposed attribute, consequence, and value traits. Data were summarized based
on a standard content analysis as used in previous studies. An implication matrix drew
the number of times a connection was made, and key relations were proposed in a HVM.

3.2. Results
3.2.1.  In-depth interview results
Using the laddering technique, the researchers repeatedly asked direct questions such as,
“Why buy a Dongdaemun-based fashion brand?” and, “Why use a multi-channel to pur-
chase a Dongdaemun-based fashion brand?” These questions were used to identify a mul-
ti-channel’s attributes, consequence, and value for a Dongdaemun-based fashion brand. The
first round of coding results produced a total of 15 attributes such as: reasonable price, price
comparability, diversity of product, detailed product information, trendiness, exchange/
return ability, time saving, space convenience, and brand information. Consequences were
broken down into 23 categories such as: ability to follow the trend, convenience of shopping
in terms of time and space, convenience to buy a product of choice, and efficiency in terms
of price. A total of 10 values were also identified, including self-satisfaction, abundant life,
enjoyment/fun, happiness, convenience, economic, self-expression, effectiveness, etc. In
order to further analyze which factors are more important for consumers, the researchers
designed a summary code based on the interview results. Standards proposed for an abstract
level in previous studies were used for our analysis (Skytte & Bove, 2004; Valette-Florence,
1998). Information with relatively low frequency is eliminated, resulting in 12 attributes
(a), 20 consequences (c), and 9 values (v) (see Table 1).
 JOURNAL OF GLOBAL FASHION MARKETING   131

Table 1. Code summary results.

Distinction Attribute (a)
Summary of codes a12 Convenience of space
a11 Time saving
a10 Price comparability
a9 Less exchange risk
a8 Fashionable product
a7 Utility of exchange and
return
a6 Brand information
a5 Trustworthiness
a4 Detailed product infor-
mation
a3 Utility of inventory check
a2 Diversity of product
a1 Reasonable price
Consequence (c) Value (v)
c20 Can lower chance of v9 Effectiveness
failure
c19 Can shop at an efficient v8 Self-expression
price
c18 Can trust the brand and v7 Pursue aesthetic features
transaction
c17 Can get more information v6 Economic
about the brand
c16 Can look at various v5 Convenience
products and find what a
consumer wants
c15 Can trust a product and v4 Happiness
purchase it
c14 Can utilize spare time v3 Enjoyment/fun
c13 Can purchase a product v2 Abundant life
without over-paying
c12 Can enjoy leisure time v1 Self-satisfaction
c11 Can reduce the incon-
venience of exchange and
return
c10 Can save physical strength
while shopping
c9 Can find more information
about a product
c8 Can purchase a desired
product with ease
c7 Can free up time
c6 Can cost less
c5 Can express my own
character
c4 Can purchase a desired
product at a reasonable
price
c3 Can feel the enjoyment of
shopping
c2 Can conveniently shop,
time and space-wise
c1 Can follow the trend

3.2.2.  Implication matrix

The research implications indicate that the connections between different ideas stem from
the MEC structure. Based on respondents’ coded data, the relationship between each ele-
ment is formed into an implication matrix, as illustrated in Table 2. Factors recognized as
the most important multi-channel attributes of a Dongdaemun-based fashion brand are
diversity of product (a2), reasonable price (a1), price comparability (a10), and time saving
(a11). Diversity of product is most frequently connected to the benefit of viewing various
products and finding one that a consumer wants, whereas reasonable price is most frequently
connected to the benefit of buying a desired product at a reasonable price.
The implication matrices for consequence and value are seen in Table 3. Convenience
(v5) has the greatest connectivity with factors of consequence. The benefit of time and
space has a high frequency in relation to the convenience of buying a desired product. This
attribute also has the highest number of frequencies with other consequence attributes. The
next most mentioned value is self-satisfaction (v1). This value is closely connected to the
 132 
 J. KO ET AL.

Table 2. Attribute–consequence implication matrix (n = 62).

Consequence
C1 C2 C3 C4 C5 C6 C7 C8 C9 C10 C11 C12 C13 C14 C15 C16 C17 C18 C19 C20
Attribute A1 1 1 4 4 2 1 1 4 1 3 2
A2 1 2 4 3 1 1 3 7 1 1 2 13 2 1
A3 1 1 1
A4 2 3 2 1 2 2
A5 1 2 2 1
A6 2 2 1 1 1
A7 3 3
A8 2 2 1 1 1 1 1 1 1 2 1
A9 1 2 3
A10 5 2 2 2 2 1 3 6
A11 5 4 2 1 1 1 2 1
A12 3 2 1 1 3 1 1 2
Table 3. Consequence–value implication matrix (n = 62).
Consequence
C1 C2 C3 C4 C5 C6 C7 C8 C9 C10 C11 C12 C13 C14 C15 C16 C17 C18 C19 C20
Value V1 3 6 4 5 3 1 3 6 1 1 4 3 1 8 2 4 3 4
V2 2 2 1 2 1 1 1 1 1 1
V3 1 3 7 1 1 1 2 2 2 1 2 3 1 2 2
V4 1 1 1 1 1
V5 11 2 4 2 6 11 10 2 4 1 2 2 1 10 6 3
V6 1 2 1 10 6 4 3 3 2 1 5 1 1 5 1 10 1
V7 1 1 1 1 1 1 1 1 1
V8 1 2 1 4 1 1
V9 5 3 2 5 6 6 2 4 1 7 1 5 3 6
JOURNAL OF GLOBAL FASHION MARKETING 
 133
134   J. KO ET AL.

Figure 1. Hierarchical value map.

benefit of being able to select a product of choice after viewing multiple products. Other
most mentioned values are economic (v6), effectiveness (v9), and enjoyment/fun (v3).

3.2.3. HVM
A cut-off level is set to design a HVM chain, based on the implication matrix (see Figure 1).
Previous research indicates that from a sample of around 50 people, the cut-off level is
around 3 to 5 relationships (Reynolds & Olson, 2001). For the purpose of this research,
the relationship between attribute and consequence is cut-off at 4, whereas the relationship
between consequence and value is cut-off at 5. Some elements are eliminated, such as those
that are mentioned often but had a poor relationship with attribute, consequence, and value,
or that had an insignificant number of connections altogether. The completed HVM gives a
one-shot view of what kind of results consumers want from a Dongdaemun-based fashion
brand’s multi-channel attributes, and ultimately what kind of value they desire from those
consequences (Kim & Oh, 2005).
The value map by level indicates that consumers seek diversity of product (a2), which is
related to the result attribute of viewing a variety of products to find out what a consumer
wants (c16), and the value of self-satisfaction (v1). The attribute of reasonable price (a1) is
connected to the consequence of being able to buy a desired product at a reasonable price
(c4), and economic (v6) value. On the other hand, the attribute of price comparability
(a10) is associated with the consequence of being able to shop at an efficient price (c19)
and economic (v6) value. In addition, the attribute of time saving (a11) is connected to the
consequence of being able to conveniently shop in terms of time and space (c2) and to the
value of convenience (v5).
 JOURNAL OF GLOBAL FASHION MARKETING   135

3.2.4.  Summary of results

Using MEC theory, our research on the recognition of a Dongdaemun-based fashion brand
with a multi-channel strategy generates product value and experience as in-depth factors,
as proposed by existing studies. Within product values, variety and trendiness are identified
as the in-depth factors. Within experience factors, enjoyment and informative are mul-
ti-channel attributes of a Dongdaemun-based fashion brand. As a result, the multi-channel
attributes that affect a consumer’s final pursued value are identified as diversity, trendiness,
economic, convenience, enjoyment, and informative.

4.  Study II
4.1. Method
4.1.1.  Hypotheses development
In study II, the attributes from study I are used to examine whether or not there is a differ-
ence in recognizing multi-channel attributes for a Dongdaemun-based fashion brand, based
on consumers’ multi-channel shopping orientations. The authors conducted a comparative
analysis on multi-channel attributes based on which channels consumers utilize and prefer.
Three groups are identified for users based on channel utilization for a Dongdaemun-based
fashion brand’s product purchases: online·offline user, online·mobile user, and online·of-
fline·mobile user. Four groups are identified for multi-channel users according to consumers’
channel preference: online, offline, mobile, and online·mobile channels.
According to earlier studies related to consumers’ shopping orientations, shopping pat-
terns are influenced by multiple factors and a consumer’s characteristics, which ultimately
impact channel choice or store preference (Kim & Lee, 2011). Recognition of a product
or service can differ depending on which channel is used according to personal shopping
tendencies. Park (2001) predicts that there is a difference in a purchase attribute’s impor-
tance level, depending on whether or not a consumer uses an online or offline distribution
channel, which are intrinsically different. Further, Park validates that there is a difference
in a purchase attribute’s importance level by product type. Such previous research leads
this paper to predict that shopping orientations, such as channel selection or preference,
will reveal a difference in recognizing multi-channel attributes. As such, hypothesis 1 (H1)
is as follows:
H1 There is a difference in recognition of multi-channel attributes for a Dongdaemun-based
fashion brand, according to which channel a consumer utilizes.
Degeratu, Rangaswamy, and Wu (2000) insist that within a multi-channel environment,
there is a systematic difference in online or offline store selection behavior. In other words,
the use of different distribution channels is not just a temporary phenomenon caused by
a consumer’s spontaneous decision, but is rather a reflection of a consumer’s preference.
Therefore, a consumer’s store selection behavior is influenced by certain factors. Mcgoldrick
and Collins (2007) classify a consumer’s preferred channels into four categories – store-ori-
ented, catalogue-oriented, Internet-oriented, and multi-channel oriented – and examine
consumers’ shopping characteristics. Konuş et al. (2008) group consumers according to
those who prefer a physical store, multi-channel, or have no preference, and then compare
their shopping patterns. Such studies prompt this paper to make the following hypothesis
2 (H2):
136   J. KO ET AL.

H2 There is a difference in recognition of multi-channel attributes for a Dongdaemun-based

fashion brand, according to a consumer’s preferred channel.

4.1.2. Measurement
The survey used in study II is modified accordingly for the purpose of this research, based
on the criteria used in previous studies. Questionnaires largely addressed a Dongdaemun-
based fashion brand’s multi-channel shopping behavior and attributes, and collected par-
ticipants’ general profile information. A total of 30 questionnaires were posed, based on
in-depth interview results and criteria from previous research materials. For multi-channel
shopping orientations, two questionnaires were constructed based on research by Konuş
et al. (2008) and Ju (2014) and then modified accordingly for the purpose of this research.
All questionnaires were assessed using a seven-point Likert scale (1 point: strongly disagree
to 7 points: strongly agree).

4.1.3.  Data collection and analysis

Study II specifically targeted consumers who have experience with a multi-channel to buy a
Dongdaemun-based fashion brand’s product. Given that the Dongdaemun Fashion Market
is located in Seoul, making it difficult for customers in other regions to access its offline
channel, the survey is conducted in Seoul-based universities and in the main areas sell-
ing Dongdaemun-based fashion products. The survey is released to 690 consumers who
have experience of buying a Dongdaemun-based fashion brand using a multi-channel,
and was conducted from 31 October to 13 November 2015. A total of 493 surveys were
selected for our final sample, excluding 150 consumers who had no experience of buying
a Dongdaemun-based fashion brand and 47 consumers who failed to seriously respond
to the survey. SPSS 18.0 was used to conduct a descriptive statistical analysis, exploratory
factor analysis, and reliability test. In addition, a one-way analysis of variance (ANOVA)
was performed to test the hypotheses.

4.2. Results
4.2.1.  Hypotheses test
Among the final selection of 493 participants, there were 168 (34.1%) males and 325 (65.9%)
females. Age-wise, over 20–below 25 included 219 consumers (44.4%), and over 26–below
30 included 123 (24.9%). As for education level, 53 (10.7%) were under high school gradu-
ates, 214 (43.4%) attended college, 174 (35.3%) were college graduates, and 30 (6.1%) were
graduate students. On average, 241 consumers (48.9%) spend more than USD 100–under
USD 300 per month for fashion item purchases, followed by 166 (33.6%) who spend less
than USD 100, 60 (12.2%) who spend over USD 300–under USD 500, and 18 (3.7%) who
spend over USD 500–under USD 700. A closer look at multi-channel consumers reveals
that when shopping for a Dongdaemun-based fashion brand product, 214 (43.4%) utilize
an online and offline channel, followed by 131 (26.6%) who utilize an online and mobile
channel, and 9 (1.8%) who utilize an offline and mobile channel. A total of 139 (28.2%) used
all three online, offline, and mobile channels. Most, or 215 consumers (43.6%), preferred an
online channel, followed by 114 (23.1%) who preferred an offline channel, 93 (18.9%) who
preferred a multi-channel, and 71 (14.4%) who preferred a mobile channel. Exploratory
 JOURNAL OF GLOBAL FASHION MARKETING   137

Table 4. Comparison of multi-channel attributes according to groups by channel utilization.

Variables Groups Mean SD F Post hoc test1
Diversity online·offline usera 5.3341 .90476 11.721*** c＞a, b
online·mobile userb 5.3435 .93250
online·offline·mobile userc 5.7662 .78954
Trendiness online·offline user 5.2967 .90261 8.175*** c＞a, b
online·mobile user 5.3092 .90502
online·offline·mobile user 5.6601 .83080
Economic online·offline user 4.6051 1.13911 9.184*** b, c＞a
online·mobile user 4.9790 1.16025
online·offline·mobile user 5.0989 1.10073
Convenience online·offline user 5.2453 1.15444 11.639*** b, c＞a
online·mobile user 5.6641 1.02177
online·offline·mobile user 5.7626 .99879
Enjoyment online·offline user 4.8318 .99582 4.831** c＞a, b
online·mobile user 4.8534 1.08892
online·offline·mobile user 5.1568 .97676
Informative online·offline user 4.8201 1.02050 5.436** c＞a, b
online·mobile user 4.7939 1.13996
online·offline·mobile user 5.1655 1.09410
Notes:
1
Post hoc test: Duncan.
a
n = 214; bn = 131; cn = 139;
**p < .01; ***p < .001.

factor analysis revealed 6 factors (entertainment, diversity, economic, convenience, trend-

iness, and informative) and 21 questions. All factors fell within a range of .711–.901, with a
total cumulative variance explained of 60.36%. Regarding reliability, the Cronbach’s alphas
are .816–.906; since all factors are over .7, their consistency was validated (Nunnally &
Bernstein, 1994).
In addition, a one-way ANOVA was conducted to test whether or not there was a dif-
ference in recognizing multi-channel attributes for a Dongdaemun-based fashion brand
according to consumers’ channel utilization. Offline·mobile users only comprise 1.8% of
the total sample. Therefore, this group was excluded and the three remaining groups were
tested for their differences. Test results indicate that there is a difference in recognizing
multi-channel attributes for a Dongdaemun-based fashion brand according to consum-
ers’ channel utilization (p < .001). Therefore, H1 is supported. Since equal variance is not
hypothesized for the one-way ANOVA, a Duncan post hoc test is conducted to compare the
size of each group (see Table 4). The group that uses all three online·offline·mobile channels
considers the attributes of diversity (M = 5.7662, SD = .78954), trendiness (M = 5.6601, SD
= .83080), entertainment (M = 5.1568, SD = .97676), and informative (M = 5.1655, SD =
1.09410) to be more important than do the other two groups. Users of online·offline rated the
attributes of economic and convenience as being less important than did the other groups,
indicating that mobile channel usage can create a difference in recognizing attributes. The
benefits of a mobile channel are that consumers can search for information about a product
or service of interest and purchase it anytime and anywhere. This creates a huge advantage
in terms of convenience. In addition, a mobile channel is very useful when searching for
information and enhancing economic traits.
A one-way ANOVA was used again to assess whether or not there was a difference in
recognizing multi-channel attributes for a Dongdaemun-based fashion brand, based on
consumers’ preferred channel. The results are presented in Table 5. At p < .001, H2 is also
138   J. KO ET AL.

Table 5. Comparison of multi-channel attributes according to groups by channel preference.

Variables Groups Mean SD F Post hoc test†
Diversity online usera 5.2581 .95805 10.886*** c, d＞a, b
offline userb 5.3947 .86404
mobile userc 5.8239 .74809
online·mobile userd 5.7151 .73591
Trendiness online user 5.1791 .91740 14.372*** c, d＞a, b
offline user 5.3224 .86201
mobile user 5.8556 .74482
online·mobile user 5.6640 .83771
Economic online user 4.7733 1.14285 5.700*** c＞a, b, d
offline user 4.6404 1.16552
mobile user 5.3134 1.07131
online·mobile user 4.9920 1.12227
Convenience online user 5.4186 1.11871 14.206*** c＞d＞a, b
offline user 5.1535 1.05832
mobile user 6.1479 .92348
online·mobile user 5.6720 1.00134
Enjoyment online user 4.6837 .95881 12.561*** c＞d＞a, b
offline user 4.9193 1.01936
mobile user 5.4592 .99736
online·mobile user 5.1376 1.01851
Informative online user 4.7837 1.05943 5.041** c, d＞a, b
offline user 4.8026 1.09629
mobile user 5.2817 .99546
online·mobile user 5.0806 1.10407
Notes:
†
Post hoc test: Duncan.
a
n = 215; bn = 114; cn = 71; dn = 93;
**p < .01; ***p < .001.

supported. Additional verification using the Duncan test reveals the highest value for con-
sumers who prefer a mobile channel. In particular, it is valued for its attributes of economic
(M = 5.3134, SD = 1.07131), convenience (M = 6.1479, SD = .92348), and entertainment
(M = 5.4592, SD = .99736). Consumers who prefer online·mobile channels emphasize traits
such as diversity, trendiness, and informative. On the other hand, consumers who prefer
online and offline channels all show a lower recognition for all attributes compared to those
who prefer mobile or online·mobile channels. One explanation for this finding may be
that consumers who prefer online or offline channels have a tendency to favor traditional
channels, as compared to those who like mobile or online·mobile channels. Therefore, the
recognition of multi-channel attributes is lower in general.

4.2.2.  Summary of results

A summary of our hypothesis test results is set out in Table 6. The analysis reveals that
there is a difference in the recognition of multi-channel attributes for a Dongdaemun-based
fashion brand based on consumers’ utilization of and preference for channels. The use of a
mobile channel plays a significant role in recognizing attributes. In addition, the preference
for a mobile channel generates a high value for all attributes, as compared to other groups.
Driven by a mobile channel’s advantage of being able to search for and purchase a product
or service anytime and anywhere, consumers who use a mobile channel clearly recognize
this multi-channel’s attribute.
 JOURNAL OF GLOBAL FASHION MARKETING   139

Table 6. Summary of hypotheses testing results.

Hypotheses Independent variables Dependent variables Results
H1 Groups by channel utilization Multi-channel attributes
- online·offline usera Diversity c＞a=b
- online·mobile userb Trendiness c＞a=b
- online·offline·mobile userc Economic b=c＞a
Supported
Convenience b=c＞a
Enjoyment c＞a=b
Informative c＞a=b
H2 Groups by channel preference Multi-channel attributes
- online usera Diversity c=d＞a=b
- offline userb Trendiness c=d＞a=b
- mobile userc Economic c＞a=b=d
- online·mobile userd Convenience c＞d＞a=b Supported
Enjoyment c＞d＞a=b
Informative c=d＞a=b

5. Conclusion
The purpose of this research was to identify multi-channel attributes for a Dongdaemun-
based fashion brand, and to analyze whether or not there is a difference in recognizing
these attributes according to consumers’ multi-channel shopping orientations. Our findings
and discussions are as follows. First, a Dongdaemun-based fashion brand’s multi-channel
attributes are identified as diversity, trendiness, economic, convenience, entertainment,
and informative. Most previous studies note that the attributes of economic, trustwor-
thiness, and convenience are important factors for consumers who use multi-channels.
However, our study adds diversity and trendiness, and the values of entertainment and
being informative as derived from the shopping process. These are additional attributes
that a consumer who buys a Dongdaemun-based fashion brand can feel when using a
multi-channel. Dongdaemun-based fashion brand products are quickly introduced to the
latest fashion trends, a unique advantage of its production system. Another benefit is that
consumers can find a variety of styling information online. Such advantages that differ-
entiate Dongdaemun-based fashion brands from other labels are reflected in our study
of multi-channel attributes. In other words, Dongdaemun-based fashion brands with a
multi-channel strategy should not merely focus on providing convenience or trustworthi-
ness. Rather, the goal should be to provide trendy products and various styling informa-
tion, which are Dongdaemun-based fashion brand traits, to effectively use multi-channel
distribution.
Second, a look at multi-channel shopping orientations by group indicates that those who
use a variety of shopping channels have a higher recognition of a Dongdaemun-based fash-
ion brand’s multi-channel attributes. In particular, consumers who use multi- and mobile
channels recognize not only convenience, but also trendiness and variety. A look at group
preferences according to which channel consumers utilize reveals that the application of a
mobile channel creates a big difference in awareness of attributes. The group that uses all
three online, offline, and mobile channels also signal greater awareness of multi-channel
attributes. The investigation into which channel consumers prefer also indicates that those
who favor a mobile channel give a higher value for all attributes, whereas those who pre-
fer just online or offline show the opposite results. Such findings indicate that consumers
who prefer a mobile channel tend to value convenience and immediate gratification as
140   J. KO ET AL.

more important than do traditional online or offline channel users. This indicates a clear
awareness of multi-channel attributes as proposed in this paper. In addition, the results
also confirm previous research related to self-identity and store-use behavior which found
that the meaning attached to an individual’s self-identity can prompt different behavior.
It is this paper’s hope that subsequent studies can explore this topic further (Nuttbrock &
Freudiger, 1991). Utilizing various channels helps to strengthen a brand’s character, thus
creating a synergy effect. It is our suggestion that Dongdaemun-based fashion brands should
organically combine various shopping distribution channels such as retail store, online,
and mobile from a consumer’s point of view to provide a uniform shopping experience.
This research is significant for the following contributions. Academically, the authors
stand out for focusing on Dongdaemun’s multi-channel attributes from a distribution point
of view, whereas existing studies related to the fashion market examine its current status or
strategies to invigorate it. However, a new look from a brand’s point of view became neces-
sary as consumers could encounter items produced by the Dongdaemun Fashion Market
anytime and anywhere with the changes in distribution. This study expands research related
to the Dongdaemun Fashion Market and is significant for becoming a foundation of research
for Dongdaemun-based fashion brands. In addition, this project identifies multi-channel
attributes of a Dongdaemun-based fashion brand that were previously not examined. Earlier
studies on multi-channel attributes were used to generate those for a Dongdaemun-based
fashion brand. These findings are used to examine differences, if any, in awareness of mul-
ti-channel attributes according to consumers’ channel utilization and preferences. Given
that the current distribution market must appeal to consumers who use various channels,
the authors discover attributes that Dongdaemun-based fashion brands must consistently
provide and strengthen as multi-channel distributors.
From a practical point of view, this paper provides a basic strategy to generate synergy
among different channels, rather than competing against one another within the multi-chan-
nel environment. Brands must focus on utilizing channels that can best emphasize a brand’s
characteristics, rather than simply increasing the number of distribution channels. This find-
ing concurs with previous studies asserting that multi-channels must create synergy and work
well together rather than merely increasing the number of channels (Rosenbloom, 2007).
Thus, Dongdaemun-based fashion brands should create a distribution strategy whereby they
use multi-channels to provide consumers with the enjoyment of shopping and differentiated
product information, using a channel’s characteristics and consumers’ shopping tendencies.
However, this study does have the following limitations. First, the research focuses only on
consumers who have experience buying a Dongdaemun-based fashion brand through a mul-
ti-channel to examine their awareness of attributes. Future studies should compare consumers
who only use a single channel versus a multi-channel to examine the difference between both
groups. Second, our study selects a label that best represents Dongdaemun-based fashion
brands and uses a multi-channel distribution strategy, thereby limiting the scope of research
for our project. Yet, there are numerous Dongdaemun-based fashion brands. Therefore, find-
ings cannot be generalized for all Dongdaemun brands. Subsequent research should explore
statistical differences in Dongdaemun-based fashion brands’ size or status.

Disclosure statement
No potential conflict of interest was reported by the authors.
 JOURNAL OF GLOBAL FASHION MARKETING   141

Funding
This work was supported by the National Research Foundation of Korea Grant funded by the Korean
Government (MOE) [grant number NRF-2014S1A2A2028492].

ORCID
Eunju Ko   http://orcid.org/0000-0002-3130-5427

References
Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel
environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing,
19, 12–30.
Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing
the customer experience. International Journal of Electronic Commerce, 18, 97–116.
Degeratu, A. M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional
supermarkets: The effects of brand name, price, and other search attributes. International Journal
of Research in Marketing, 17, 55–78.
Dongdaemun Fashion, Resurrection? (2014, October 9). Fashionbiz. Retrieved January 22, 2016,
from http://www.fashionbiz.co.kr/RE/?cate=2&idx=142476
Encounter of ICT & Retail: Omni-Channel. (2013, September 27). Digieco. Retrieved January 20,
2016, from http://www.digieco.org
Gutman, J. (1991). Exploring the nature of linkages between consequences and values. Journal of
Business Research, 22, 143–148.
Jeong, J. W., & Park, H. S. (2012). The means-end chain of citizens’ complaining behavior : An
application of mec theory and the laddering technique. The Korean Journal of Public Administration,
21, 139–164.
Ju, H. (2014). An exploratory research on online/offline cross-channel shopping behaviors of customers
in multi-channel environment. Unpublished doctoral dissertation, Chung-Ang University, Seoul.
Jung, J. W., Choo, H. J., & Chung, I. H. (2007). Exploratory study on buyer-supplier relationship in
Dongdaemun Market: From buyer perspectives of fashion stores. Journal of Global Scholars of
Marketing Science, 17, 51–75.
Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment.
Journal of Interactive Marketing, 24, 58–70.
Kim, M. Y. (2014). Exploratory study on global marketing strategy for the Dongdaemun fashion
district. Journal of the Korean Society of Costume, 64, 47–61.
Kim, J., & Jeong, H. (2013). The effect of the attributes of the air ticket purchasing channels on channel
preference and intention to use. Journal of Tourism & Leisure Research, 25, 375–390.
Kim, J., & Lee, H. H. (2008). Consumer product search and purchase behaviour using various retail
channels: The role of perceived retail usefulness. International Journal of Consumer Studies, 32,
619–627.
Kim, J., & Lee, H. H. (2011). The impact of shopping orientations on us consumer’s retail channel
choice behavior toward luxury goods purchases. Journal of Global Fashion Marketing, 2, 188–199.
Kim, Y. C., & Oh, D. H. (2005). Customer value measurement using means-end chain and laddering
technique. Yonsei Business Review, 42, 89–109.
Klenosky, D. B., Gengler, C. E., & Mulvey, M. S. (1993). Understanding the factors influencing ski
destination choice: A means-end analytic approach. Journal of Leisure Research, 25, 362–379.
Ko, E., Choo, H., Lee, J. Y., Song, S., & Whang, H. (2013). Triangulated value perspectives of place
marketing: A case of Dongdaemun and the doota shopping mall. Journal of Global Fashion
Marketing, 4, 299–318.
Konuş, U., Verhoef, P. C., & Neslin, S. A. (2008). Multichannel shopper segments and their covariates.
Journal of Retailing, 84, 398–413.
142   J. KO ET AL.

Lee, D., Kang, T., & Park, D. (2014). The research on PC-based versus mobile device-based shopping
behavior depending on consumer purchase decision process: Focusing on task-technology fit
theory. Entrue Journal of Information Technology, 13, 107–121.
Lee, Y., Park, K., & Heo, S. (2002). A comparison of store attributes: Online versus off-line stores.
Journal of the Korean Society of Clothing and Textiles, 26, 1265–1273.
Lee, S.-H., Park, J.-L., & Noh, Y.-N. (2008). The influence of congruence between fashion brand
image and advertising image on advertisement effects in multi-channels. The Journal of the Korea
Society of Art & Design, 11(4), 1–18.
Mcgoldrick, P. J., & Collins, N. (2007). Multichannel retailing: Profiling the multichannel shopper.
International Review of Retail, Distribution and Consumer Research, 17, 139–158.
Mittal, S., & Muralie, S. (2012). Understanding the purchase behaviour of small car users using means
and end chain theory. Journal of Global Scholars of Marketing Science, 22, 342–355.
Mulvey, M. S., & Olson, J. C. (1994). Exploring the relationships between means-end knowledge and
involvement. Advances in Consumer Research, 21, 51–57.
Nunnally, J. C., & Bernstein, I. (1994). Psychological theory. New York, NY: McGraw-Hill.
Nuttbrock, L., & Freudiger, P. (1991). Identity salience and motherhood: A test of Stryker’s theory.
Social Psychology Quarterly, 54, 146–157.
Park, C. (2001). A comparative study on the consumer behavior between online and offline channels.
Proceedings of the Korea Distribution Association, Fall Conference, Korea, pp. 143–163.
Petison, P., Thongthou, S., & Lekmoung, K. (2012). Customer-oriented new product design using
means-end theory : A case study of a fashion design t-shirt. Journal of Global Fashion Marketing,
3, 187–192.
Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis, and interpretation. Journal
of Advertising Research, 28, 11–31.
Reynolds, T. J., & Olson, J. C. (2001). Understanding consumer decision making: The means-end
approach to marketing and advertising strategy. Mahwah, NJ: Lawrence-Erlbaum.
Reynolds, T. J., & Whitlark, D. B. (1995). Laddering data to communications strategy and advertising
practice. Journal of Advertising Research, July/August, 9–17.
Rosenbloom, B. (2007). Multi-channel strategy in business-to-business markets: Prospects and
problems. Industrial Marketing Management, 36, 4–9.
Shin, H. S., Song, Y. M., & Sung, N. H. (2010). The impact of perception on the difference between
mobile and stationary internet toward the intention to use mobile internet. The Journal of Society
for e-Business Studies, 15, 99–129.
Skytte, H., & Bove, K. (2004). The concept of retailer value: A means-end chain analysis. Agribusiness,
20, 323–345.
Stone, M., Hobbs, M., & Khaleeli, M. (2002). Multichannel customer management: The benefits and
challenges. Journal of Database Marketing, 10, 39–52.
Valette-Florence, P. (1998). A causal analysis of means-end hierarchies in a cross-cultural context:
Methodological refinements. Journal of Business Research, 42, 161–166.
Van Manen, M. (1990). Researching lived experience: Human science for an action sensitive pedagogy.
New York, NY: Suny Press.
Veludo-de-Oliveira, T. M., Akemi, I. A., & Campomar, M. C. (2006). Discussing laddering application
by the means-end chain theory. Qualitative Report, 11, 626–642.
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding
the research-shopper phenomenon. International Journal of Research in Marketing, 24, 129–148.
Wagner, T. (2007). Shopping motivation revised: A means‐end chain analytical perspective.
International Journal of Retail & Distribution Management, 35, 569–582.