Journal Search Engine
Search Advanced Search Adode Reader(link)
Download PDF Export Citaion korean bibliography PMC previewer
ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.9 No.3 pp.81-87

A Study on Brand Trust and Product Attribute of the Convenience Store

Chang-Kwon Yoo*, Gi-Pyoung Kim**, Chan-Mi Kwon***
* First Author, Department of Physical Distribution, Daejeon University, Korea. Tel: +82-42-280-2346, E-mail:
** Co-Author, Department of Physical Distribution, Daejeon University, Korea. Tel: +82-42-280-2050, E-mail:
*** Corresponding Author, Department of Physical Distribution, Daejeon University, Korea. Tel: +82-42-280-2050
January 17, 2018. March 5, 2018. March 15, 2018.


Purpose - The perception of the quality of the consumer's distributor's brand(PBs) is generally perceived to be lower than that of the manufacturer's brand(NB), although it is a critical factor in determining the success of PBs. Accordingly, this study examines the characteristics of the convenience store PB products and their correlation with brand trust and purchase intent in the consumers who have had experience purchasing the convenience store PBs to expand the sales variables. Further, this research shows that the marketing strategy is to increase the share of PBs by providing an empirical analysis on the effect of the product attribute factors on the sales volume associated with brand trust, purchase intent, and others.
Research design, data, and methodology - The survey period of this study was approximately three weeks from December 1, 2017 to December 21, 2017. The study samples that were taken from 100 random people extracted. The statistical analysis was carried out with multiple regression analysis using the SPSS statistical package.
Results - The analysis shows that the brand credibility and purchasing intention were statistically significant differences between the private convenience store private brand products. Specifically, brand trust showed a statistically significant relationship the brand images and quality levels, but the perceived value was not affected statistically. Although the intent of the purchase showed a statistically significant relationship the quality level and the perceived value, the brand image was not statistically significant in its relationship.
Conclusions - Overall, it has been established that the perception value does not statistically affect brand trust for convenience store PB products, and that the brand image has no statistically significant effect on the purchase intent. These results are analyzed to be due to the influence of brand in convenience stores themselves rather than brand trust and purchase intentions that affect sales performance, which is the property of private brand food and beverage products, the perceived value of their products. Accordingly, the study found that not only did the marketing performance of the convenience store PB products be improved statistically, but also the cause of the product attributes that were not statistically significant was identified.

JEL Classifications: D3, M21, M31.

편의점 PB상품속성이 브랜드신뢰와 구매의도에 미치는 영향에 관한 실증분석

유창권*, 김기평**, 권찬미***





    1. Ba, S., & Pavlou, P. A.(2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 26(3), 243-268.
    2. Berger, J., Sorensn, A. T., & Rasmussen, S. J.(2010). Positive effects of negative publicity: When negative reviews increase sales. Marketing Science, 29(5), 815-827.
    3. Chaudhuri & Holbrook.(2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, 65, 81-93.
    4. Chen, Z., & Lurie, N. H.(2013). Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth. Journal of Marketing Research, 50(4), 463-476.
    5. Chevalier, J. A., & Mayzlin, D.(2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354.
    6. Choi, S. S., Kim, P. J., & Lee, S. Y.(2011). A Research on Private apparel Brand’s Product Strategy in Discounted Stores. Journal of Distribution Science, 2(2), 25-38.
    7. Clemons, E. K., Gao, G. G., & Hitt, L. M.(2006). When online reviews meet hyper differentiation: A study of the craft beer industry. Journal of Management Information Systems, 23(2), 149-171.
    8. Dimoka, A., Hong, Y., & Pavlou, P. A.(2012). On product uncertainty in online markets: Theory and evidence. MIS Quarterly, 36(2), 395-426.
    9. Doney & Cannon.(1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(2), 31-51.
    10. Keller, K. L.(1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
    11. Lee, J. W., & Cormier, J. F.(2010). Effects of consumers’ demographic profile on mobile commerce adoption. Journal of Distribution Science, 8(1), 5-11.
    12. Margaretha & Rizal Edy Halim (2017). Brand Distribution Service and Its Effect on Customer Value. Journal of Distribution Science, 16(1), 29-36.
    13. Zeithaml, V. A.(1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52. 2-22.