Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumer Attitude Formation on Private Apparel Brand

유통업체 의류 상표에 대한 소비자 태도 형성

  • 최미영 (한국컬러앤드패션트랜드센터) ;
  • 이은영 (서울대학교 의류학과)
  • Published : 2006.08.31
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Abstract

The strength of the PB(Private Brand) is that it can eliminate intermediary in the distribution channel and thoroughly control the quality under its own name. This study has developed traditional studies on private brand proneness in approaching data processing and empirical point of view of a consumer's attitude buildup process on PB through 'recognition-attitude-action(behavioral attitude)'. The subjects of this study are consumers in their $20s{\sim}40s$ who are main customer groups of PBs. A screening process has taken place to select consumers with purchasing experiences of retailor PBs. The data is analyzed by 'Structural Equation Modeling' of Amos 5.0 to verify consumer attitude formation model on private apparel brand. The results generated from this study are as follows: First, the proposed consumer attitude model on private apparel brand consists of store evaluation, experiential product evaluation, cognitive product evaluation, hedonic attitude, utilitarian attitude and purchase intention. Second, not only positively influence on utilitarian attitude but hedonic attitude can arouse positive emotional reaction of a consumer. Third, the store evaluation is ahead of the product evaluation because PB is more related to the image of a store. The influence of the store on PB is relatively stronger when compared with NB.

Keywords

References

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