고객의 PB식품 인식 및 점포 선호도가 PB 브랜드 충성도에 미치는 영향 - 대형할인점 PB식품 카테고리를 중심으로 - (Effects of Customer Perceptions of PB Food Products and Store Preference on PB Brand Loyalty - Focused on Food Product Category in Discount Stores-)

서지정보

· 발행기관 : 한국고객만족경영학회
· 수록지 정보 : 고객만족경영연구 / 17권 / 3호 / 1 ~ 24페이지
· 저자명 : 권재우, 이형재

초록

기존의 PB 상품에 관한 많은 연구는 특정 품목만을 대상으로 연구하였으나, PB상품 카테고리별로 소비자들의 PB 상품에 대한 인식과 구매경험 또는 행동은 다를 수 있기 때문에, PB 상품의 영향력이 커진 시장 상황에서 카테고리별 PB상품에 대한 연구는 대형마트 등 유통업체의 관리자에게 주는 전략적 함의가 크다고 할 수 있다. 본 연구는 PB 상품 재구매 의도와 구전의도에 미치는 요인 검증에서, 각 PB상품 호감도를 매개변수로 하고 가격, 품질, 가격대비 품질, 점포 호감도를 독립변인으로 하는 연구모형을 설정하여 고급식품, 일반식품, 가공식품의 식품 카테고리에 적용하여 세부적 상품군에 대한 PB 상품 구매행동을 연구하였다.
연구결과 첫째, 가격은 모든 PB식품에서 PB상품 호감도에 영향을 미치는 요인이 아니었고, 재구매 의도에 미치는 영향에서는 가격은 직접효과만 나타났고, 매개효과는 나타나지 않았다. 이는 PB식품이 저렴한 가격으로 고객에게 소구한다는 전통적인 관점과는 다른 것으로서, 단순한 가격요인은 PB상품 호감도 형성으로 이어지지 않는다는 것을 의미한다.
둘째, 대형마트 호감도가 PB식품 호감도를 경유하는 매개효과는 고급 PB식품에서만 나타났다. 이는 선행연구에서 점포호감도가 구매행동에 영향을 미친다는 연구결과와는 차이가 있는 것으로서 중요하게 취급되어야 한다. 대형마트에 대한 소비자의 호감도가 실제 PB식품 구매행동으로 이어지는 것은 대형마트의 점포 이미지가 중요한 PB 고급식품에 제한적이라는 것을 의미한다.

영어초록

In the existing literature on PB products, most of the research has focused on a specific product. However, customer perceptions, purchase experiences, and purchase behavior may differ across PB products within a category. Research based on PB product category would provide retail managers with significant implications. Thus this research sets up a model for validating the relevant factors that affect PB product repurchase intention and word-of-mouth intention in the category of PB foods. The PB foods category includes ordinary food, premium food, and processed food. In the research model, price, quality, quality adjusted for price, and store preference are analyzed as independent variables. Further PB product preference is also analyzed as a mediating variable.
The results of the research model, firstly, show that price is not a significant factor affecting PB product preference. Price rather influence significantly repurchase intention while price does not influence repurchase intention via mediator of PB product preference. This result is not consistent with the conventional perceptions th at PB products appeal to consumers mainly in terms of low prices. Low prices of PB product does not automatically lead to repurchase intention.
Secondly, as for mediating effect of PB food product preference, discount store preference has effect on repurchase intention only in premium PB food products. This finding has discrepancy with findings of past research that store preference affects customer purchase behavior. The finding should be regarded as important. It suggests that discount store preference leading to PB food products is limited in premium PB food products where store image is highly critical.
Thirdly, in word-of-mouth intention as target of salse promotion, price does not has direct or indirect effect. In other words, mediating effect of PB product preference does not exist in the path from price to word-of-mouth intention. PB food product preference, in case of premium PB food, acts as mediator between store preference and word-of-mouth intention. Yet in case of ordinary PB food and processed PB food product, store preference has direct effect on word-of-mouth intention. This implies that quality in premium PB food products is highly important and suggests a managerial implication that high quality PB food products are more likely to be accepted in case of premium PB food. In other words, in case of premium PB food, quality involvement is high and store preference has a significant effect on word-of-mouth with PB food product preference as mediator. In case of ordinary and processes PB food products, however, discount store preference has a direct effect on word-of-mouth intention, since quality involvement and risk associated with quality is low in those PB food products.

참고자료

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