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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose: In this study we investigate the determinants of private label (PL) purchase intention in South Korea. Private labels are becoming more and more popular in America and European countries. However, there are not enough studies focusing on PL within the South Korean market. Therefore, the present study has been written in order to understand more about consumers’ purchase intention of store brand in the South Korean market. Many characteristics and aspects of consumers and brand’s behavior have been reviewed in order to bring relevant results. Research design, data and methodology: Data was collected using a quantitative survey of Korea retail store’s consumer. We analyzed using multiple regression method to test the hypothesis. We analyzed how and why do consumers have a strong intention to purchase the PL. Results: a) Trust towards retailer influences the PL purchase intention of customers; b) brand awareness has an impact on the PL purchase intention of customers; c) perceived quality has an impact on the PL purchase intention; d) Price-quality relationship influences on the PL purchase intention. However, there is no direct effect of some of the factors of determinant. Conclusion: For private label products in the Korean market, trust in sellers and brand awareness influences the purchase of PL products.
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참고문헌 (31)
참고문헌 신청
Aaker, D. A. / 1990 / Consumer evaluations of brand extensions / Journal of marketing 54(1):27~41
Ailawadi, Kusum, K. L. / 2001 / Pursuing the value-conscious consumer’s store brands versus national brand promotions / Journal of Marketing 65:71~89
Ampuero, O. / 2006 / Consumer perceptions of product packaging / Journal of consumer marketing 23(2):100~112
Baltas, G. / 2007 / Consumer characteristics and demand for store brands / International Journal of Retail &Distribution Management 35(5):328~341
Bao, Y. / 2011 / Motivating purchase of private brands : Effects of store image, product signatureness, and quality variation / Journal of Business Research 64(2):220~226
Ailawadi, Kusum, K. L. / 2001 / Pursuing the value-conscious consumer’s store brands versus national brand promotions / Journal of Marketing 65:71~89
Ampuero, O. / 2006 / Consumer perceptions of product packaging / Journal of consumer marketing 23(2):100~112
Baltas, G. / 2007 / Consumer characteristics and demand for store brands / International Journal of Retail &Distribution Management 35(5):328~341
Bao, Y. / 2011 / Motivating purchase of private brands : Effects of store image, product signatureness, and quality variation / Journal of Business Research 64(2):220~226
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