Channel attributes of traditional market-based fashion brands and consumers’ multi-channel shopping orientation

The paradigm of distribution channels has changed from single to multi-channels with the diffusion of smartphones and mobile equipment, as well as the emergence of new consumption patterns. Considering that Dongdaemun, which represents a brand from a special commercial district, is actively expanding its multi-channel distribution pattern, there is a need to examine which specific attributes are causing brands to change their distribution strategies. This study aims to extract multi-channel attributes of Dongdaemun-based fashion brands and consider the differences recognized by groups based on consumers’ multi-channel shopping orientations. In Study I, a means-end chain theory is applied to conduct in-depth interviews for the purpose of deriving multi-channel attributes of Dongdaemun-based fashion brands. Six multi-channel attributes – 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.