文章基本信息

标题：Determinants of Private Label’s Purchase Intention in the Korean Market
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作者：Votchik NATALYA ; Jae-Wun CHO ; Jong -Woo LEE 等
期刊名称：Journal of Distribution Science
印刷版ISSN：1738-3110
电子版ISSN：2093-7717
出版年度：2020
卷号：18
期号：10
页码：121-130
DOI：10.15722/jds.18.10.202010.121
语种：English
出版社：Korea Distribution Science Association
摘要：Purpose: In this study we investigate the determinants of private label (PL) purchase intention in South Korea. Private labels are becoming more and more popular in America and European countries. However, there are not enough studies focusing on PL within the South Korean market. Therefore, the present study has been written in order to understand more about consumers’ purchase intention of store brand in the South Korean market. Many characteristics and aspects of consumers and brand’s behavior have been reviewed in order to bring relevant results. Research design, data and methodology: Data was collected using a quantitative survey of Korea retail store’s consumer. We analyzed using multiple regression method to test the hypothesis. We analyzed how and why do consumers have a strong intention to purchase the PL. Results: a) Trust towards retailer influences the PL purchase intention of customers; b) brand awareness has an impact on the PL purchase intention of customers; c) perceived quality has an impact on the PL purchase intention; d) Price-quality relationship influences on the PL purchase intention. However, there is no direct effect of some of the factors of determinant. Conclusion: For private label products in the Korean market, trust in sellers and brand awareness influences the purchase of PL products.
关键词：Private Label Purchase Intention;Brand Awareness;Price Consciousness;Perceived Quality;Consequences Of Making A Purchase Mistake