유통업자상표의 구매의도에 영향을 미치는 요인에 관한 연구: 제조업자상표와의 상대적 차이를 중심으로 = A Study on Factors Affecting Purchase Intention of Store Brands: Focusing on Relative Difference

다국어 초록 (Multilingual Abstract)

Factors affecting purchase intention of store brands have been investigated. National brands may work as the reference products for store brands. Therefore, this paper hypothesized that perceived price difference and perceived quality difference between the store brand and the national brand affect purchase intention of the store brand through relative value. Other factors such as store image, store brand familarity, and price sensitivity are included in the model. Consumers in Ulsan city were surveyed at the entrances of two big discount stores. The products researched are food and clothing. The model was estimated by using structural equation modeling. The results show that perceived price difference and perceived quality difference are not significant in the total data of clothing and food but that they are significant in clothing. Relative value affects purchase intention of the store brand greater than other factors

국문 초록 (Abstract)

본 연구는 유통업자상표의 구매의도에 영향을 미치는 요인들을 조사하였다. 제조업자상표는 유통업자상표의 준거제품으로 작용할 가능성이 있다. 따라서 본 연구는 제조업자상표와 유통업자상표간의 지각된 가격차이와 품질차이가 상대적 가치를 통하여 유통업자상표의 구매의도에 영향을 미치는 것으로 가설을 설정하였다. 또한 유통업자상표의 구매의도와 관련이 있는 점포 이미지, 가격민감도, 그리고 유통업자상표 친숙성 등이 모형에 추가적으로 포함되었다. 울산의 두 대형 마트 앞에서 소비자들이 편의적으로 추출되었으며 연구 제품은 의류와 식료품이다. 구조방정식 모형을 사용하여 모형을 추정하였다. 연구결과 의류와 식료품을 통합한 자료에서 가격차이와 품질차이는 상대적 가치에 영향을 미치지 않는 것으로 나타났다. 그러나 의류에서는 품질차이가 상대적 가치에 영향을 미치는 것으로 나타났다. 상대적 가치는 두 제품 모두에서 유통업자상표의 구매의도에 가장 큰 영향을 미치는 것으로 나타났다.

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36 한국경제신문, "2010년 10월 19일자, 2010년 6월 1일자"