Determinants of Private Label’s purchase intention in South Korean market
- 주제(키워드) Private label , purchase intention , trust towards seller , brand awareness , price consciousness , perceived quality , information on packaging , consequences of making a purchase mistake , correlation between price and quality.
- 발행기관 아주대학교
- 지도교수 조재운
- 발행년도 2019
- 학위수여년월 2019. 2
- 학위명 석사
- 학과 및 전공 일반대학원 경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000028289
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
In this study we are going to investigate the determinants of PL purchase intention in South Korea. As a lot of studies have previously shown, recently, Private Labels are becoming more and more popular in America and Europe. However, there are not a lot of 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. We carefully analyzed how and why do consumers have a strong intention to purchase the PL and hope it will help to extend the existing knowledge about private brand purchase intention in South Korea.
more목차
1. Introduction 1
2. Theoretical background 2
2.1 Private label brand 2
2.2 Purchase intention 4
2.3 Trust towards seller 4
2.4 Brand awareness 5
2.5 Perceived quality 6
2.6 Packaging 7
2.7 Price consciousness 9
2.8 Consequences of making a purchasing mistake 10
2.9 Price-quality relationship 11
3. Research model 13
4. Method 14
4.1 Research design 14
4.2 Sampling and data collection 14
4.3 Procedures 14
4.4 Participants characteristics 15
4.5 Measures 15
5. Results 16
5.1 Table 1. Descriptive statistic. 16
5.2 Table 2. ANOVA 17
5.3 Table 3. The result of multiply regression. 18
5.5 Research model 20
6. Conclusion 21
7. Theoretical contribution and limitations 23
8. References 23
9. 초록 27
