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소매점 자산이 유통업체 브랜드 태도와 구매의도에 미치는 영향

The Effect of Retailer Equity on the Private Brand Attitude and Purchase Intention

이성호|한상린
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2010.01|상품학연구 (Journal of Product Research)|제28권 제1호|pp. 121-134|DOI 10.36345/kacst.2010.28.1.011

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참고문헌

키워드

Purchase intentionRetailer equity소매점 자산소매점 인지소매점 연상지각된 소매점 품질소매점 충성도유통업체 브랜드 태도유통업체 브랜드 구매의도Retailer awarenessRetailer associationsRetailer perceived qualityRetailer loyaltyPrivate brand attitude
주제분류경영학

초록

본 연구는 유통업체 브랜드에 대한 소매점 자산의 영향력에 대해서 설명하고자 하였다. 즉, 소매점 자산의 구성요소인 소매점 인지, 소매점 연상, 지각된 소매점 품질, 소매점 충성도가 유통업체 브랜드에 대한 태도에 미치는 영향과 이러한 태도가 유통업체 브랜드 구매의도에 어떠한 영향을 미치는가를 분석하여 소매점자산의 관리와 유통업체 브랜드 활성화에 대한 마케팅 측면의 중요성을 제시하고 있다. 실증분석을 위해 유통업체 브랜드를 실제로 구매하는 구매자를 대상으로 설문을 통해 데이터를 수집하였으며 소매점 자산 → 유통업체브랜드에 대한 태도 → 유통업체 브랜드 구매의도에 대한 인과적 구성모델에 대해 구조방정식 모델분석으로 검증하였다. 구성모델에 대한 분석결과 소매점 자산을 구성하는 요소 중 소매점 인지를 제외한 나머지 소매점 연상, 지각된 소매점 품질, 소매점 충성도는 모두 유통업체 브랜드에 대한 태도에 긍정적인 영향을 미쳤으며, 그 중 소매점 충성도가 유통업체 브랜드에 대한 태도에 가장 큰 영향을 주는 것으로 분석 결과 나타났다. 또한 추가적으로 매개효과검증을 실시하여 3가지 차원으로 구성된 소매점 자산이 유통업체 브랜드에 대한 구매의도에도 긍정적인 영향을 주고 있음이 입증되었고, 소매점 자산이 유통업체 브랜드에 대한 태도를 매개로 구매의도 영향을 주는 간접효과가 더 큰 것으로 나타났다. 이는 높은 소매점 자산을 가지기 위한 관리와 투자가 소비자로 하여금 유통업체 브랜드에 대한 긍정적인 태도를 형성하는데 영향을 미치고 이렇게 형성된 긍정적인 태도가 유통업체 브랜드에 대한 구매의도를 높일 수 있음을 시사한다.

Abstract

As distribution environment is changing rapidly and competition is intense in the channel of distribution, the importance of private brands and retailer equity is increasing. Consumers also tend to estimate the private brands by retailer’s image or attribute because these private brands are more related to retailers themselves than national brands and retailers do not rely on advertisement too much. Therefore, this study attempts to investigate the impact of retailer equity on private brand. The purpose of this study is to examine how four-dimensional retailer equity constructs affect consumers’ private brand attitude and purchase intention. In addition, this study tries to find out whether retailer equity can be a new antecedent of private brand. For this study, data were gathered from respondents who often buy private brands and analyzed by structural equation modeling. Among the four dimensional retailer equity constructs, three constructs(retailer associations, retailer perceived quality, retailer loyalty) affected consumers’ positive attitude and purchase intention toward private brands. This result means that retailer equity is important extrinsic cue to estimate private brand. Conventional assumption certainly is that loyalty may improve as consumers become familiar with private brands. However several previous researches contended that consumers who have loyalty to retailer tend to purchase more private brands. That is, empirical evidence of the relationship between private brand use and retailer loyalty is not clear. In this study, retailer loyalty has the strongest construct to influence attitude and purchase intention to private brands. The result reveals that retailer loyalty affects consumer’s positive attitude to private brands. In addition, this study using bootstrap methods reveals that consumers’ attitude toward private brands has mediating role between the retailer equity and purchase intention. And to conclude, retailer equity management is an important part of successful private brand management, and retailer equity is an antecedent of private brand evaluation. Therefore, it has more important to improve private brand attitude that retailers enhance retailer equity although private brands’ product development or quality improvement are important.

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