Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Influence of Brand Type on Consumer Attitude Formation of Private Apparel Brand -A Comparison between Discount Store PB and Home-shopping Premium PB-

상표유형이 유통업체 의류상표에 더한 소비자 태도에 미치는 영향 -할인점 점포상표와 홈쇼핑 프리미엄상표의 비교-

  • 최미영 (한국컬러앤드패션트랜드센터) ;
  • 이은영 (서울대학교 생활과학대학 의류학과)
  • Published : 2006.10.31
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Abstract

As PB market segments into premium market, PBs were drawing attentions in terms of creating profits as well as a means to differentiate building up store identity. The purpose of this study makes a comparative study on the difference of consumer attitude formation process in discount store and home-shopping distribution channel which are recently on the upswing. This paper investigated the consumer's attitude formation on the private apparel brand. Subjects of this study were consumers in their $20s{\sim}40s$ who are main customer groups of PBs. The data were analyzed by Structural Equation Modeling and Multi-Group Analysis of Amos 5.0 to verify the difference of the path between store PB and premium PB. Following are the results of the study. Consumer attitude formation path on PB grades showed statistically noticeable difference. In discount store PB, store evaluation didn't directly influence on consumer attitude formation but showed indirect effect. On the other hand, in home shopping premium PB case, product evaluation directly influenced on consumer attitudes with store evaluation. Hedonic attitude dimension connected with behavioral attitude(purchase intention) revealed difference in path. Also consumer's evaluation on variables in model turned out to be different according to brand grade.

Keywords

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