Unveiling the Power of Private Label Charm in Distribution: How Cues Shape Korean and Chinese Consumers' Consumption Value and Repurchase Intentions

• 영문명: Unveiling the Power of Private Label Charm in Distribution: How Cues Shape Korean and Chinese Consumers' Consumption Value and Repurchase Intentions
• 발행기관: 한국유통과학회
• 저자명: Hao-Yue BAI Jung-Hee KIM
• 간행물 정보: 『유통과학연구(JDS)』제22권 제8호, 87~98쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.08.31

국문 초록

Purpose: This study aimed to examine the influence of private label cues, including store image, product design, price promotion, and origin image, on consumers repurchase intention by mediating consumption value from a distribution perspective. Additionally, it explored nationality's moderating role in the relationship between consumption value and repurchase intention. Research design, data and methodology: Drawing on the SOR model, data were collected from 246 consumers who had purchased private-label products in the past month. Structural equation modeling analysis was employed to test hypotheses using AMOS and SPSS. Results: Findings revealed that cues significantly impact consumers' perception of consumption value, influencing repurchase intention. Price promotion directly affected repurchase intention, while other cues indirectly influenced it through consumption value mediation. Nationality moderated the relationship between consumption value and repurchase intention, with Korean consumers showing a higher propensity to repurchase than Chinese consumers. Conclusions: Theoretical implications of the study contributed to understanding consumer behavior by confirming the impact of private label cues, elucidating their differential effects on repurchase intention, and integrating theoretical frameworks. Managerial implications underscored the significance of leveraging cues to enhance consumption value perceptions, tailoring marketing strategies to accommodate cultural nuances, and utilizing cues to bolster consumer repurchase intentions, ultimately enhancing distribution channel effectiveness.

목차

1. Introduction

2. Literature Review

3. Research Methodology

4. Results

5. Discussion and Conclusion

References

키워드

Consumption Value Cues Distribution Science Nationality Private Label Repurchase Intention