온라인 유통 생태계 프레임워크 개발과 적용방안 (Developing an Online Channel Eco-system Framework and its Applications)

현재의 온라인 유통산업에서는 다양한 경로구성원들이 복잡한 유통기능을 수행하고 있다. 그러나 기존의 온라인 유통경로관련 연구에서는 전통적인 유통경로만이 존재하던 시기에 정립된 유통기능의 일반론을 지금까지 적용하여 실재 온라인 유통업체들이 수행하고 있는 유통기능을 이해하는 것에 한계가 있다. 또한 온라인 유통경로를 다른 형태의 채널이 하나 추가되는 것으로 인식하여 복잡하고 다양한 경로구조를 단순화시켜 표현함으로써 실제 온라인 유통경로를 충분히 표현하지 못하는 한계점이관찰된다. 아울러 전통적인 Vaile, Grether and Cox(1952)의 연구에서 제시된 경로구성원만을 포함함으로써 온라인 유통의 발달로 유통기능을 담당하는 경로구성원이 추가되고 세분화되고 있는 최근의 상황을 충분히 반영하지 못하는 한계를 보인다. 따라서 본 연구는 온라인 유통경로에 대한 이해를 높이기 위해 전통적인 유통기능에서 확장된 7개의 유통기능을 제시하고, 이를 수행하는 경로구성원의 구조를 온라인 유통 생태계로 도식화함으로써 온라인 유통산업의 정책 개발에 활용 가능한 프레임워크를 제공하는 것을 목적으로 한다. 이를 위해 문헌연구왿� 면접, 그리고 서면조사를 통해 첫째, 소비자들의 변화된 서비스 수요(SOD)왿� 그에 따른 서비스 결과물의 변화를 통해 전통적인 유통기능에서 확장된 7개의 유통기능을 제시하고, 둘째, 실제 온라인 유통경로에 참여하고 있는 구성원을 모두 포함하는 현실적인 온라인 유통 생태계의 도식화를 통해 온라인 유통 플랫폼의차별적 진화 과정을 설명하며, 마지막으로 이를 통해 실무적, 정책적 활용 방안을 제시한다.

In the current online distribution industry, there are various channel members, and they perform complex channel functions. However, existing researches on online distribution channels show limited understanding of current channel functions due to the general theory of channel function theories established in the era of offline traditional distribution channels. Furthermore, the online channels are simply treated as adding another type of channel to the exiting traditional channel systems. In the results, previous studies represent the distribution structure as too simple to analyze the actual reality of hybrid channels. In addition, the previous studies adopted only the general types of channel members such as manufacturers, wholesalers, retailers following the traditional study of Vaile, Greater and Cox(1952). This perspective on the members hurdles the appropriate analysis of the new types of channel members in the new online environment.
Therefore, the purpose of this article is to present seven modified channel functions that have been extended from traditional channel functions to enhance understanding of online distribution channel system, and to present the online distribution channel eco-system framework which schematizes the structure and the functions of online distribution channels members. To achieve the purpose of the research, this study used the qualitative research methodology which examined wide range of literature reviews on online channel systems and conducted several in-depth interviews, focus group interviews.
First, this study identify the changes in the online consumer behaviors. The expanded channel functions are presented by deriving changes in consumer service output demand(SOD) through changes in consumers' perceptions and behaviors in the online shopping and identifying the core competitiveness of online retailers to respond to them.
Traditional distribution companies have conducted several channel functions such as physical possession, ownership, promotion, negotiation, financing, risking, ordering, and payment to match service output levelcoincide with consumer’s SOD(Valie, Grether and Cox 1952). However, the characteristics of the Internet, such as non-contact, asynchronicity, unlimited space and time, and access to unlimited information, make online distribution channels show different consumer behaviors from traditional distribution channels in the purchase decision-making process. And this make changes the consumer’s SOD(Park 2002; Talarzyk and Widing 1994; Hoffman and Novak 1997).
In particular, the adoption of online shopping in daily life has led to the emergence of so-called smart consumers with high online self-efficacy, and their perceptions and behaviors of online shopping are observed differently from previous consumers. In terms of perception, smart consumers tend to focus on self-centered consumption, such as pursuing quality of life and sparing no consumption on tastes and experiences, and show a consumption tendency that gives importance to values, such as having fun or conforming to personal values. And convenience-oriented consumption tendencies are observed in favor of convenient and time-saving services. In terms of behavior, it is characterized by comprehensively searching for information using various media and actively participating in corporate decision-making and communication. These characteristics of smart consumers have changed SOD, and companies have developed core competitiveness to meet SOD, and these are developed into seven extended channel functions. Second, The online distribution channels are schematized as an online distribution eco-system framework. As shown in <Figure 1>, this study suggests that the online distribution ecosystem includes channel participants with new channel functions.
Finally, in-depth interviews, focus group interviews, and documentary investigations were conducted to find a practical and policy application implications. The extended channel functions and online distribution eco-system can be used as a basis for understanding the online distribution industry and deriving strategic directions.