의류제품의 유통업자상표 선호에 대한 영향요인 = Influential Factors on Customers' Proneness Model of Private Brand Apparel

다국어 초록 (Multilingual Abstract)

The purpose of this study is to propose a model of private brands proneness form-ation considering the six private brands proneness-related variables simultaneously. Since the theoretical framework is based on previous research in various areas, it serves as an integrative one. Data were collected via intercept surveys conducted at nine regional branches of two major department stores situated in Seoul. Participants(n=1,120), who had previously purchased womens private brand apparel, were asked to complete a questionnaire during two weeks from March 15, 1999 to March 28, 1999. LISREL and SPSS PC^+ were used to test the model and analyze its variables. The fitness of the model show the reasonable fit between all indices(RMSR=.036, GFI=.99, AGFI=.92, and NFI=.95). The proposed model supports all the hypothesized relationships, Private brands proneness increases as perceived money value of products, familiarity, positive store image of private brands, and satisfaction of individuals differentiated needs increase. Furthermore, perceived money value of products increase as perceived risk of private brand purchase and perceived quality variation between private brand products and manufacturer`s products decrease.