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유통업체 브랜드 시장성과에 대한 혁신성 평가 및 제품 지식수준의 역할

The Role of Private Label Brand Innnovativeness and Product Knowledge Level on the Market Performances

박진용|채단비
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2013.04|상품학연구 (Journal of Product Research)|제31권 제2호|pp. 29-46|DOI 10.36345/kacst.2013.31.2.003

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참고문헌

키워드

지각된 가치Perceived ValueSatisfactionStore ImageProduct Knowledge구매빈도점포 이미지구매만족제품 지식수준혁신성 평가구매비율Innovative PBFrequent ShoppingPB Shelf Share
주제분류경영학

초록

연구목적: 최근 할인점들의 재무적 성과가 한계에 이르는 상황에서 유통업체 브랜드의 전략적 변화를 통한 성과 증대의 중요성이 강조되고 있다. 실무적으로 과거 모방적인 유통업체 브랜드 전략을 지양하고 혁신적인 유통업체 브랜드 개발에 대한 투자가 전개되면서, 학문적으로도 이에 대한 검토가 요구되고 있다. 이에 본 연구에서는 소비자들이 유통업체 브랜드에 대해 구매할 때 영향을 미치는 요인으로서, 기존의 연구에서 자주 취급되었던 지각된 가치와 점포 이미지에 새로운 영향요인으로 혁신성 평가를 도입하였다. 또한 유통업체의 시장성과에서도 구매만족, 구매빈도, 그리고 구매비율을 도입하여 성과평가의 현실성을 제고하였다. 동시에 선행요인과 성과요인의 관계에서 유통업체 브랜드 제품 지식수준의 조절효과를 검토하였다. 연구 설계 및 방법론: 연구목적의 달성을 위해 대형 유통업체인 이마트와 홈플러스에서 판매되는 유통업체 브랜드 제품의 이용 경험이 있는 전 연령층의 이용자들을 대상으로 선정하여 몰 인터셉트 방식으로 설문조사를 실시하였으며, 이를 통해 총 320부의 가용한 답변을 최종 분석에 활용했다. 분석 및 연구 결과: 연구 결과, 유통업체 브랜드 평가 선행요인들은 시장성과 요인에 대체로 유의적인 영향을 미치는 것으로 확인되었다. 그러나 지각된 가치와 점포 이미지가 구매비율에 미치는 영향은 유의적이지 않게 나타났다. 그리고 구매비율에 대한 지각된 가치와 점포 이미지의 영향은 제품 지식수준의 조절효과가 있는 것으로 나타났으며, 구매만족과 구매빈도에 대한 혁신성 평가의 영향도 제품 지식수준의 조절효과가 있는 것으로 나타났다. 시사점 및 연구의 한계점: 본 연구는 유통업체 브랜드 시장성과에 대해 보다 현실성 있는 변인들을 포함하였으며 이에 영향을 미치는 요인에 대해 혁신성 평가를 추가했다는 점과 제품 지식수준에 대한 조절효과를 검증했다는 점에서 학술적 의미를 가지고 있다. 실무적으로 본 연구는 유통업체 브랜드 마케팅 관리자에게 유용한 시사점을 제공한다. 향후 연구방향: 향후 연구에서는 유통업체 브랜드 시장성과에 영향을 미치는 다양한 변수들을 활용한 연구모형 및 시장성과를 측정하는 보다 구체적인 변수들을 활용한 연구가 기대된다. 공헌점: 본 연구는 유통업체 브랜드에 대한 제품 지식수준의 검토가 필요함을 제시한다. 또한 기존의 모방적 유통업체 브랜드가 아닌 혁신적 상품의 도입이 필요하다는 점에서 차별점을 갖는다. 특히 이들에 대한 효과를 단순한 만족이 아닌 구매빈도 및 구매비율로써 살펴본 것에 그 중요성이 있다.

Abstract

Purpose: As practitioners are initiating to allocate more resources to develop the innovative PB rather than an imitative one, academicians have to encounter the requests of examining these phenomena. Therefore, this study is adopting the innovation level of PB as a new construct with perceived value and store image that are used as conventional drivers of PB performance. Design/methodology/approach: The market performances consist of satisfaction, frequent shopping, and shelf share of PB. The moderating effects of PB knowledge levels between antecedents of PB evaluation and performances are examined. From the results of 320 individual customers' survey, the effect of antecedents on the PB performances are significant, excluding the relationship between two antecedents(perceived value and store image) and shelf share of PB. Results/findings: There were moderating effects of PB knowledge level on the relationship between two antecedents (perceived value and store image) and shelf share of PB. The moderating effect of PB knowledge level on the innovativeness of PB and two market performances (satisfaction and frequent shopping) were founded. Research implications/limitations: This study includes more realistic variables for PB market performance, and it has an academic significance for adding innovativeness of PB and verifying the moderating effect of PB knowledge level. In practice, this research provides useful suggestions for the PB marketing manager. Future work/research: Future studies are expected to use more specific variables that affect the performance of the PB market research model. Originality/value: The study says it necessary to look through customers' knowledge level of PB. In addition, it says that we should come up with an innovative products other than imitative products which have been used to. What the point is that the study is conducted from the perspective of how often customers buy and how much percent of what they buy as well as from the perspective of how much satisfied they are after buy them.

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