본 연구에서는 유통업자 특히 편의점 업체와 제조업자의 콜라보레이션에 따른 콜라보제품 (PB제품)에 대한 소비자반응을 살펴보고자 하였다. 즉 편의점 점포브랜드의 시장지위(선도브랜드/추종브랜드)에 따라 콜라보제품(브랜드-제품 간 지각적합성이 높은 제품과 낮은 제품)에 대한 소비자반응 즉 제품태도 및 구매의도가 달라지는지를 알아보고자 하였다. 연구결과, 점포브랜드의 시장지위도 브랜드-제품 간 지각적합성도 제품태도와 구매의도 모두 상호작용효과가 유의하게 나타났다. 선도브랜드의 경우 브랜드-제품 간 지각적합성이 낮은 콜라보제품이, 추종브랜드의 경우 브랜드-제품 간 지각적합성이 높은 콜라보제품이 더욱 호의적인 제품태도와 구매의도 효과를 보였다. 이러한 연구결과를 통해 이론적, 실무적 함의가 마지막에 논의되었다.
The purpose of this study is to test whether the consumer's reaction to a collaboration product changes depending on the convenience store brands' market position who releases the product and the perceived fit between the brand and the product. It was targeted at convenience stores where competition for collaboration products was fierce, and a preliminary test was conducted to select convenience stores, select brands and products for collaboration products, and measure consumers' perceived fit between brand and product category. Based on the results of the preliminary test, two groups(market position: leading brand/following brand), two collaboration products with high and low perceived fit between product category and brand were designed, and four experimental advertisements were produced to inform the release of the collaboration product, and the dependent variables(product attitudes and purchase intentions) were measured. As a result of the study, it was found that the interaction effect of the store brand's market position and perceived fit was statistically significant for the attitude and the purchase intention of collaboration products. In other words, depending on the market position of the store brand, the attitude and purchase intention were different for each type of collaboration product (perceived fit: high vs. low). Specifically, leading brand showed a more favorable attitude and purchase intention for collaboration products with low perceived fit, and following brand showed a more favorable attitude and purchase intention for collaboration products with high perceived fit. Based on these results, the theoretical and practical implications were discussed at the end.
이론적 논의 및 가설 설정
결론 및 논의