오픈마켓/소셜커머스 PB구매에 영향을 미치는 소비자 특성변수 연구

다국어 초록 (Multilingual Abstract)

As internet distribution environment is changing rapidly and competition is more intensive in the channel of distribution, on-line shopping malls have been changed and developed. Among the change, consumers are interested in open market and social commerce. Today these kinds of on-line markets are getting more profits by differentiations from private brands.
This study attempted to investigate the impact of consumers’ individual characteristics on open-market and social commerce private brand. The purpose of this study is to examine how three individual characteristics constructs of consumer related to on-line purchase(variety seeking tendency, consumer innovativeness, e-WOM Information Reliance) affect consumers’ attitude and purchase intention buying private brand of open-market and social commerce. For this study, data were gathered from respondents who buy private brands of open-market and social commerce and analyzed by structural equation model.
All three constructs about individual characteristics(variety seeking tendency, consumer innovativeness, e-WOM Information Reliance) affected consumers’ positive attitude and purchase intention toward private brands. Among the three constructs, the tendency to seek for variety is most important factor to affect attitude and purchase intention.
The results show that management and investment to improve image of open-market and social commerce by various and innovative product assortment make consumers’ positive attitude toward private brands, and then the attitude can improve purchase intention of open-market and social commerce private brand.

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