브랜드 지위 및 시간적 편익이 브랜드 우위에 미치는 영향: 제품 카테고리 조절효과를 중심으로 (The Influence of Brand Position and Time Benefits on Brand Superiority: The moderating effect of product category)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 19권 / 5호 / 163 ~ 183페이지
· 저자명 : 강인원, 김재혁, 마일환

초록

The delivery service is evolving to focus on information and time value, based on consumer needs. Fresh food distributor ‘MARKET Kurly’ showed a innovative, breakthrough service called ‘Early-morning delivery’, which deliver products at 7 o’clock of today if customers ordered products before 11 p.m. of yesterday. This service makes MARKET Kurly one of the best distributors with great potion of market share in the early-morning delivery service, surpassing large retailers like coupang.
The purpose of this study is to measure the brand superiority of MARKET Kurly, a leading company of early-morning delivery service, with the variables of brand position and time benefit. Also, this study demonstrates the moderating effects of each variable and product category(experience goods, search goods) on brand superiority. For this, correlation analysis and two-way ANOVA were conducted based on questionnaire data for consumers using MARKET Kurly service.
The study shows that brand position and time benefits have a significant effect on brand superiority. Especially, experience goods have a meaningful difference between group with higher brand position and group with lower brand position. On the other hands, search goods has no significant difference. In terms of time benefit, experience goods and search goods have a significant effect on brand superiority, which can be proven that customers prefer to products with closer temporal distance.

영어초록

The delivery service is evolving to focus on information and time value, based on consumer needs. Fresh food distributor ‘MARKET Kurly’ showed a innovative, breakthrough service called ‘Early-morning delivery’, which deliver products at 7 o’clock of today if customers ordered products before 11 p.m. of yesterday. This service makes MARKET Kurly one of the best distributors with great potion of market share in the early-morning delivery service, surpassing large retailers like coupang.
The purpose of this study is to measure the brand superiority of MARKET Kurly, a leading company of early-morning delivery service, with the variables of brand position and time benefit. Also, this study demonstrates the moderating effects of each variable and product category(experience goods, search goods) on brand superiority. For this, correlation analysis and two-way ANOVA were conducted based on questionnaire data for consumers using MARKET Kurly service.
The study shows that brand position and time benefits have a significant effect on brand superiority. Especially, experience goods have a meaningful difference between group with higher brand position and group with lower brand position. On the other hands, search goods has no significant difference. In terms of time benefit, experience goods and search goods have a significant effect on brand superiority, which can be proven that customers prefer to products with closer temporal distance.

참고자료

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