초록

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Abstract ▼ AI-Helper

The objective of this study is examining regional differentiation of private brand customer. Factors found to influence private brand purchase intention included familiarity with private brand, perceived value, store loyalty, perceived risk, perceived quality variation between national and private b...

The objective of this study is examining regional differentiation of private brand customer. Factors found to influence private brand purchase intention included familiarity with private brand, perceived value, store loyalty, perceived risk, perceived quality variation between national and private brand products. For testing the research model, data were collected in Seoul and Busan. The hypothetical paths included in model are supported. There are regional differentiations in 1) negative relation of perceived quality variation and perceived value, 2) positive relation of familiarity and purchase intention, and 3) positive relation of store royalty and purchase intention.

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