A Study on the Factors Affecting Perceived Value of PB, Retailer Credibility and PB Purchase Intention

• 영문명: A Study on the Factors Affecting Perceived Value of PB, Retailer Credibility and PB Purchase Intention
• 발행기관: 한국유통과학회
• 저자명: Min-Jung KANG
• 간행물 정보: 『유통과학연구(JDS)』제21권 제2호, 103~110쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose: The high-end and variety of recently released items are driving the growth of the distribution industry, which is the purpose of private brand (PB) products. Because PB shortens the distribution process and lowers marketing expenses, such as those associated with various commercials, more people will buy PB while paying lower retail prices. The goal of this study is to make the case that PB can be positioned successfully by determining the influence and direction of each individual constituent concept on how product and store attributes (perceived price, image of retail store) affect the perceived value of PB and the legitimacy of retailers. Research design, data and methodology: The gathered data were examined using PLS-SEM using Smart PLS 3.0 in order to analyze the research model of this study. Internal consistency was verified to demonstrate the measurement model's dependability, and extensive validity analysis, discriminant validity, and analysis were performed to verify the validity. Conclusion: This researcher attempted to gather diverse understandings and viewpoints on PB trends in addition to understanding the existing state of PB products. It is meant to be a unique and successful plan in the PB Brands' marketing strategy. By understanding the brand's value proposition aspects, it is hoped to determine how PB influences brand attitudes based on the findings of this study.

목차

1. Introduction

2. Literature Review and Hypothesis

3. Methodology

4. Empirical Analysis Results

5. Conclusion

References

키워드

Retail Store's Brand Image PB's Product Assortment Perceived Value of PB Retailer Credibility