유통업체 브랜드명 제시성이 제품유형에 따라 제품평가에 미치는 영향: 인지욕구와 제품지식의 조절역할 (The Influence of Private Brand Name Suggestiveness on Product Evaluation in Product Type: The Moderating Effects of Need for Cognition and Product Knowledge)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 19권 / 1호 / 65 ~ 99페이지
· 저자명 : 박효현, 정강옥

초록

본 연구에서는 유통업체 브랜드명 제시성이 제품유형별(실용재, 쾌락재)로 제품평가에 미치는 영향과소비자 특성 변수인 인지욕구와 제품지식의 조절효과에 대해 살펴보았다.
연구 1에서는 유통업체 브랜드명 제시성의 효과를 검증하는 차원에서 제품유형의 비교를 통해 유통업체 브랜드명 제시성이 제품평가에 어떤 영향을 미치는지를 살펴보았다. 실험결과, 유통업체 브랜드명제시성은 제품평가에 긍정적인 영향을 미치며 쾌락재보다 실용재에서 유통업체 브랜드명 제시성 효과가 더 긍정적으로 나타났다.
연구 2에서는 연구 1을 확장하여 유통업체 브랜드명 제시성이 제품유형에 따라 제품평가에 미치는 영향이 소비자 특성 변수인 인지욕구와 제품지식에 의한 조절효과가 있는지를 살펴보았다. 실험결과, 인지욕구가 높은 집단에서는 유통업체 브랜드명 제시성의 수준과 관계없이 제품유형 간 제품평가에서는차이가 없었다. 하지만 인지욕구가 낮은 집단에서는 쾌락재보다 실용재에서 제품평가가 더 긍정적으로나타났다. 한편 제품지식이 높은 집단에서는 유통업체 브랜드명 제시성의 수준과 관계없이 제품유형에따른 제품평가 차이가 없었다. 하지만 제품지식이 낮은 집단에서는 쾌락재보다 실용재에서 제품평가가더 긍정적으로 나타났다. 후반부에 연구결과의 시사점과 연구의 한계 및 향후 방향을 제시하였다.

영어초록

While private brands are not new in the retailing industry, in recent year, their market shareshave growing rapidly(Groznik and Heese 2010). The product categories of private brands arespreading from grocery items to household goods, clothing, and even electronic goods(Levyand Weitz 2006). Researches have explored how to respond to and take advantage of privatebrands for consumers. Previous studies related to private brands have mainly focused on theseveral factors to increase the private brand sales. Those factors that affect to the private brandsales are classified into low price, new idea item, positioning, quality management, gold zonedisplay, etc..
Recently, retailers are interested in developing good private brand name. For example,Lottemart changed private brand name called 'Wiselect' which has been used since 2003 to'Choice L' here in Korea. This implies that the retailers are conscious of the importance of thename in private brand product. The decision making of brand name is one of the critical tasksin marketing(Keller, Heckler and Houston 1998), because it is used as a cue when consumerevaluates and purchases the product(Zaichkowsky 1995). Despite the important role of brandname in developing private brand product, little is known about the impact of name on theconsumer response of private brand product.
This paper focused on the impact of suggestive private brand name which is used as a variable to improve the product evaluation of private brand. Suggestive brand name can bedefined as a brand name that conveys relevant attribute or benefit information in the privatebrand product context in this study. We hypothesized that brand name suggestiveness inutilitarian goods than hedonic goods would improve the product evaluation of private brandmore. Also, we examined the moderating effects of consumer characteristic factors such asneed for cognition and product knowledge between private brand name suggestiveness andproduct evaluation.
Hypotheses are as follows.
H1: In the case of high private brand name suggestiveness, utilitarian goods will have morepositive effect on product evaluation than hedonic goods. In low private brand namesuggestiveness, there will be no difference between utilitarian goods and hedonic goods.
H2: In the case of high need for cognition, there will be no difference of product evaluationbetween utilitarian goods and hedonic goods in private brand name suggestiveness. While inlow need for cognition, high private brand name suggestiveness will have more positive effecton product evaluation in utilitarian goods than hedonic goods, but there will be no differenceof product evaluation between utilitarian goods and hedonic goods in low private brand namesuggestiveness.
H3: In the case of high product knowledge, there will be no difference of product evaluationbetween utilitarian goods and hedonic goods in private brand name suggestiveness. While inlow product knowledge, high private brand name suggestiveness will have more positive effecton product evaluation in utilitarian goods than hedonic goods, but there will be no differenceof product evaluation between utilitarian goods and hedonic goods in low private brand namesuggestiveness. The results of this study can be summarized as follows. Firstly, brand name suggestivenesshas a positive influence on product evaluation. Specifically, when utilitarian goods is higherthan hedonic goods, private brand name suggestiveness has more positive impact on productevaluation. Secondly, when need for cognition is high, there is no difference on product evaluationbetween utilitarian and hedonic goods regardless of private brand name suggestiveness. But,when need for cognition is low, private brand name suggestiveness of utilitarian goods showmore positive impact on product evaluation than hedonic goods. However, there is nodifference on product evaluation between utilitarian and hedonic goods when private brandname suggestiveness is low. Thirdly, when product knowledge is high, there is no difference on product evaluationbetween utilitarian goods and hedonic goods irrespective of private brand namesuggestiveness. But, when product knowledge is low, private brand name suggestivenessshows more positive impact on product evaluation in utilitarian goods than in hedonic goods,and if private brand name suggestiveness is low, there is no difference on product evaluationbetween utilitarian goods and hedonic goods. Finally, the implications, limitations and futureresearch directions based on the study results are discussed.

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