외국계 대형할인점 PB제품에 대한 중국소비자의 지각요인이 구매의도에 미치는 영향에 관한 연구

• 영문명: The Effect of Consumer’ Perception on Their Private Brand Purchase Intention at Foreign Discount Stores in China
• 발행기관: 한국무역연구원
• 저자명: 송영욱(Young-Wook Song) 김용정(Yong-Jeong Kim) 텔렛(Tailaiti Apizi)
• 간행물 정보: 『무역연구』제12권 제3호, 477~497쪽, 전체 21쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2016.06.30

영문 초록

The Chinese economy has been developing rapidly and the distribution industry has been keeping pace as well. With global firms entering the country, primarily large-scale stores from multinational retail companies, it has had to reorganize the distribution market. Thus, there has been intense competition among them. Recently, private label (or store) brands have been rapidly gaining acceptance from consumers in China partly because of the perceived quality and value of these brands. Although academic studies in this area have been increasing, the findings regarding consumer’ perception of private labeled products remain unclear. The purpose of this study is to determine the effects of private brand image, store image, perceived quality and price on purchase intention in terms of perceived value. Survey data were collected from consumers who live in Shanghai and analyzed using PLS. Results show that several factors affect private brand purchase intentions of Chinese consumers and these include private brand image, perceived value and perceived price.

목차

I. 서론

Ⅱ. 문헌연구 및 가설설정

Ⅲ. 연구설계 및 분석방법

Ⅳ. 실증분석결과

Ⅴ. 결론

키워드

Chinese Discount Store Private Brand Purchase Intention