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The Korea Contents Association (한국콘텐츠학회)
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Effect of Retailer Credibility on Attitude to Private Brand and Product Purchase Intention

유통업체 신뢰성이 유통업체 브랜드(PB)에 대한 태도 및 PB상품의 구매의도에 미치는 영향

  • 누립국 (전남대학교 전자상거래협동과정) ;
  • 박만석 (전남대학교 경영학부) ;
  • 고준 (전남대학교 경영학부)
  • Received : 2015.05.29
  • Accepted : 2015.06.29
  • Published : 2015.11.28
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Abstract

The market share of private brand(PB) is growing at a rapid pace. Based on the previous studies, consumers pay more attention to the extrinsic cues when they buy the PB products. This paper proposes an integrated model to examine how the retailer credibility which is one of the important extrinsic cues affects perceived quality variation, value consciousness, attitude to PB, and PB product purchase intention. Also, familiarity with PB is regarded as a moderating variable that can interact with retailer credibility. An analysis of 199 useable questionnaires found that retailer credibility has a significant impact on the attitude to PB, directly and indirectly. Further, the moderating effect of familiarity with PB was significant. For this, we interpret that when consumers are more familiar with the private brand, they tend to have few bias toward the quality of PB. These findings provide several effective strategies for the development of PB, such that retailers must improve consumer's familiarity with PB via various promotions like free samples or testing events. Academic and practical implications of the study findings and future research directions are also discussed.

유통업체 브랜드(Private Brand; PB) 상품의 시장점유율이 빠른 속도로 증가하고 있다. 선행연구에 따르면, 소비자는 유통업체 브랜드를 평가할 때 외재적 단서를 많이 고려하는 경향이 있다. 본 연구는 외재적 단서 중의 중요한 요소인 유통업체 신뢰성이 지각된 품질차이, 가치의식, 유통업체 브랜드에 대한 태도와 상품의 구매의도에 어떻게 영향을 미치는지를 검증한다. 또한 유통업체 브랜드에 대한 친숙성을 이러한 관계들에서의 조절변수로 고려한다. 총 199부의 유효한 설문지를 수집하여 실증분석 결과, 유통업체 신뢰성이 유통업체 브랜드에 대한 태도에 대해 직접적으로 정(+)의 영향을 미침은 물론, 지각된 품질차이와 가치의식에 대한 영향을 통하여 간접적으로도 정(+)의 영향을 미쳤다. 한편, 본 연구에서는 유통업체 브랜드에 대한 친숙성의 조절효과가 유의하였는데, 소비자가 유통업체 브랜드에 친숙하게 되면 유통업체 브랜드 상품의 품질에 대해 적은 편견을 갖는 것으로 해석된다. 이러한 연구결과는 유통업체 입장에서 점포에서의 다양한 판매촉진 활동, 예를 들면, 무료 샘플과 시음 기회 제공을 통해 소비자의 유통업체 브랜드 상품에 대한 친숙성을 높여야 함을 시사한다. 분석결과에 따른 학술적, 실무적 시사점과 함께 향후연구방향이 논의된다.

Keywords

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