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브랜드 이미지와 구매의도 간의 영향관계에서 상품 신뢰의 매개효과 검증: PB 쌀을 중심으로

Mediation of Production Trust on Brand Image Influence on Repurchase Intention for PB Rice

이승현|하지영|김덕현|안욱현
한국유통과학회 (Korea Distribution Science Association)|2014.08|유통과학연구 (Journal of Distribution Science)|제12권 제8호|pp. 83-90|DOI 10.15722/jds.12.8.201408.83

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키워드

Purchase IntentionBrand ImagePrivate BrandProduct TrustConsumer Trust.

초록

Purpose - Increasing sales of PB rice products can hinderthe growth of domestic brands of rice, notwithstanding that thegovernment is promoting domestic brands of rice. This analysisevaluated the influencing relationship among the variables of PBimage, product credibility, and purchase intention of consumerswho have never bought PB rice, to know the factors influencingconsumers’ decisions to purchase PB products. Research design, data, and methodology -PBproducts’brand image was analyzed as the factor that has a direct effecton purchase intention. The mediation effect of credibility on PBproducts is also analyzed, in terms of influencing the relationship between PB products’ brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PBproducts from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results- It is proven that brand image has direct effects onthe credibility of the product, and the credibility of product has adirect effect on purchase intention. However, it is revealed thatbrand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of theproduct. Although the customers’ recognition about PB image islow, the result shows that PB products’ external attributes haveeffects on customers’ purchase intention relating to the PBproduct. Therefore, it is important to establish the credibility ofthe PB product more than other products in terms of marketing. Conclusions- The following are the implications of the study. First, in a rice brand promotion, the credibility of the productshould be ensured by a uniform brand image. To ensure thecredibility of a product, the RPC brand and other brands shouldbe unified, and the unified brand image should be applied toevery product. Second, the package must possess a design aswell as contents that could build consumers’ perception of product credibility. Products’ external attributes contribute to theircredibility, which leads the consumers to purchase the products,including those consumers who have never bought PB riceproducts. Therefore, the products’ credibility and sales can bereinforced by applying information about consumers’ considerations when buying the PB rice product in different colors,font sizes, and packaging designs. This study is meaningful intwo ways. First, it seeks to identify an NB revitalization strategyby exploring the purchasing behavior of customers who have noexperience in buying PB rice products. Second, the results ofprevious studies about general brands are considered and applied in this study in order toinvestigate the influencing relationship among different factors of PB products. However,this study is a consumer awareness investigation; therefore, its results onlyhave limited meaning to the relationship between brand imageand purchase intention.

Abstract

Purpose - Increasing sales of PB rice products can hinderthe growth of domestic brands of rice, notwithstanding that thegovernment is promoting domestic brands of rice. This analysisevaluated the influencing relationship among the variables of PBimage, product credibility, and purchase intention of consumerswho have never bought PB rice, to know the factors influencingconsumers’ decisions to purchase PB products. Research design, data, and methodology -PBproducts’brand image was analyzed as the factor that has a direct effecton purchase intention. The mediation effect of credibility on PBproducts is also analyzed, in terms of influencing the relationship between PB products’ brand image and purchase intention. The analysis is performed on consumers that have not purchased a PB product and consumers who have purchased PBproducts from major distributors. Data is collected through questionnaires, from 389 of responders, and the AMOS 19.0 statistics package is used as a statistical tool. Results- It is proven that brand image has direct effects onthe credibility of the product, and the credibility of product has adirect effect on purchase intention. However, it is revealed thatbrand image does not directly affect purchase intention, but that brand image indirectly affects it through the credibility of theproduct. Although the customers’ recognition about PB image islow, the result shows that PB products’ external attributes haveeffects on customers’ purchase intention relating to the PBproduct. Therefore, it is important to establish the credibility ofthe PB product more than other products in terms of marketing. Conclusions- The following are the implications of the study. First, in a rice brand promotion, the credibility of the productshould be ensured by a uniform brand image. To ensure thecredibility of a product, the RPC brand and other brands shouldbe unified, and the unified brand image should be applied toevery product. Second, the package must possess a design aswell as contents that could build consumers’ perception of product credibility. Products’ external attributes contribute to theircredibility, which leads the consumers to purchase the products,including those consumers who have never bought PB riceproducts. Therefore, the products’ credibility and sales can bereinforced by applying information about consumers’ considerations when buying the PB rice product in different colors,font sizes, and packaging designs. This study is meaningful intwo ways. First, it seeks to identify an NB revitalization strategyby exploring the purchasing behavior of customers who have noexperience in buying PB rice products. Second, the results ofprevious studies about general brands are considered and applied in this study in order toinvestigate the influencing relationship among different factors of PB products. However,this study is a consumer awareness investigation; therefore, its results onlyhave limited meaning to the relationship between brand imageand purchase intention.

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