유통업체 상표선호의 선행요인 및 그 성과에 관한 연구

A Study on Antecedent Factors and those Performance of Private Brand Proneness

This study examines the influence of antecedent factors dependence on the private brand's perceived quality, perceived sacrifice, perceived value and the proneness of private brand. A theoretical reasoning depends on information cue theory and means-ends model(Zeithaml, 1988) of perceived value. For this purpose, this study set up the following research objectives ① how do consumers preferring private brand, perceive the private brand's perceived quality, perceived sacrifice and perceived value? ② how do consumers use extrinsic cues to perceive the quality, to perceive the sacrifice and to perceived value? A unit of analysis is consumers who purchase private brand at E-mart(Cheonho, Bundang) in Seoul city, Seongman-si Gyeonggi-do of discount store in Korea. Hypothesis tested by Lisrel's structural equation model and interesting results as follows: First, favorable brand naming among antecedent factors cues is most positively correlated with perceived quality/sacrifice and intrinsic cues is also statistically significant. This fact imply that intrinsic cues ; package, logo, country of origin are very important in the adoption of private brand in Korea. Second, compared with manufacturer's brand, PB's dependent price is positively correlated with perceived quality. This fact imply a assimilation effect between manufacturer's brand and private brand. Finally, perceived quality comes out to be influential to perceived value, while perceived sacrifice to be. A correlation between perceived value and proneness of private brand is satistically significant.