중국할인점 유통업체상표의 재구매의도에 영향을 미치는 요인에 관한 연구

The objective of this study is to propose a research model and to conduct an empirical study on the Chinese customers' repurchase intention of private brand. This study delves into such constructs as perceived quality, perceived risk, store image, private brand image, familiarity, and quality variation. For empirical analysis, the data were collected from 298 consumers who purchased the private brand at discount stores in Shanghai. The results of this study are summarized as follows. First, private brand image, store image are significant antecedents of perceived quality and perceived quality is a determinant factor on Chinese customers' repurchase intention of private brand. Second, both familiarity of private brand and the variation between national brand and private brand have the significant influence on the perceived risk. Finally, the perceived risk has the negative influence on the repurchase intention, but the perceived quality did not have the negative influence on the perceived risk.