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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 53, No. 6, pp.1567-1586
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2024
Received 29 Jul 2024 Revised 09 Sep 2024 Accepted 11 Sep 2024
DOI: https://doi.org/10.17287/kmr.2024.53.6.1567

유통업체와 PB브랜드 간 신뢰 전이 메커니즘: 상호 강화 효과와 충성도에 미치는 영향

김현지 ; 정연승
(주저자) 칼빈대학교
(교신저자) 단국대학교
The Trust Transfer Mechanism between Retailers and Private Brands: Mutual Reinforcement Effects and Impact on Loyalty
Hyunji Kim ; Yeon-Sung Jung
(First Author) Calvin University cp195@calvin.ac.kr
(Corresponding Author) Dankook University jys1836@dankook.ac.kr


Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

초록

급격한 유통 환경 변화는 PB브랜드와 유통업체 간의 관계, 특히 소비자 신뢰 형성 메커니즘에 대한 새로운 이해가 필요함을 시사한다. 기존의 연구들은 유통업체에 대한 신뢰가 PB브랜드 신뢰에 미치는 일방향적 영향에 초점을 맞추어 왔으나 최근 PB브랜드의 급속한 성장과 품질 향상은 이러한 신뢰 관계가 양방향으로 작용할 수 있음을 시사한다. 이는 PB브랜드가 단순한 가격 대안이 아닌 독립적인 브랜드로서의 가치를 가질 수 있음을 보여준다. 본 연구에서는 유통업체 신뢰와 PB브랜드 신뢰 간의 상호 전이 메커니즘과 상호 신뢰 구축이 소비자의 충성도에 미치는 영향을 탐구하였다. 온라인 설문을 통한 소비자 응답 분석 결과 유통업체 신뢰와 PB브랜드 신뢰 간 양방향으로 긍정적인 상호 전이 관계가 확인되었다. 또한 PB브랜드 신뢰는 유통업체 신뢰와 PB브랜드 충성도 간의 관계를 완전 매개하는 것으로 나타났다. 본 연구는 신뢰 전이 이론을 확장하고, 유통업체와 PB브랜드 간의 통합적 신뢰 및 충성도 관리 전략 수립에 중요한 시사점을 제공한다.

Abstract

Recent rapid changes in the retail environment suggest the need for a new understanding of the relationship between private brand(PB) and retailers, especially regarding the mechanism of consumer trust formation. While previous studies have focused on the unidirectional impact of retailer trust on PB trust, the recent rapid growth and quality improvement of PB suggest that this trust relationship may operate bidirectionally. This indicates that PB can have value as independent brands rather than merely price alternatives. This study explored the mutual transfer mechanism between retailer trust and PB trust, and the impact of mutual trust building on consumer loyalty. Analysis of consumer responses through an online survey confirmed a positive bidirectional transfer relationship between retailer trust and PB trust. Furthermore, PB trust was found to fully mediate the relationship between retailer trust and PB loyalty. This study extends trust transfer theory and provides important implications for developing integrated trust and loyalty management strategies between retailers and PB.

Keywords:

Retailer Trust, Private Brand Trust, Trust Transfer, Loyalty

키워드:

유통업체 신뢰, PB브랜드 신뢰, 신뢰 전이, 충성도

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∙ 저자 김현지는 현재 칼빈대학교 글로벌문화경영학과 조교수로 재직 중이다. 서울대학교 공과대학을 졸업하고 서울대학교 대학원 경영학과에서 석사 학위를 취득하였다. 미국 Columbia대학교 경영대학원 마케팅 전공 Ph.D. Candidate으로 Master of Science와 Master of Philosophy를 취득하였으며, 칼빈대학교 부임 전에는 (주)제스퍼 네트웍스 등에서 근무하였다. 주요 연구분야는, 유통관리, 플랫폼, 마케팅전략 등이다.

∙ 저자 정연승은 현재 단국대학교 경영경제대학 경영학부 교수로 재직 중이다. 서울대학교 경영대학을 졸업하고 동 대학원에서 석사를 취득하였으며, 연세대학교에서 경영학박사를 취득하였다. 단국대학교 부임 전에는 삼성경제연구소, 현대차, 이노션 등에서 근무하였으며, 한국유통학회장, 한국마케팅관리학회장, 서비스마케팅학회장을 역임하였으며, 현재 한국경영학회 수석부회장으로 있다. 주요연구분야는 유통, 서비스마케팅, 플랫폼, 전자상거래 등이다.