Effect of Retailer Credibility on Attitude to Private Brand and Product Purchase Intention

유통업체 신뢰성이 유통업체 브랜드(PB)에 대한 태도 및 PB상품의 구매의도에 미치는 영향

  • 누립국 (전남대학교 전자상거래협동과정) ;
  • 박만석 (전남대학교 경영학부) ;
  • 고준 (전남대학교 경영학부)
  • Received : 2015.05.29
  • Accepted : 2015.06.29
  • Published : 2015.11.28


The market share of private brand(PB) is growing at a rapid pace. Based on the previous studies, consumers pay more attention to the extrinsic cues when they buy the PB products. This paper proposes an integrated model to examine how the retailer credibility which is one of the important extrinsic cues affects perceived quality variation, value consciousness, attitude to PB, and PB product purchase intention. Also, familiarity with PB is regarded as a moderating variable that can interact with retailer credibility. An analysis of 199 useable questionnaires found that retailer credibility has a significant impact on the attitude to PB, directly and indirectly. Further, the moderating effect of familiarity with PB was significant. For this, we interpret that when consumers are more familiar with the private brand, they tend to have few bias toward the quality of PB. These findings provide several effective strategies for the development of PB, such that retailers must improve consumer's familiarity with PB via various promotions like free samples or testing events. Academic and practical implications of the study findings and future research directions are also discussed.


Retailer Credibility;Perceived Quality Variation;Value Consciousness;Familiarity;Attitude to PB


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