ScholarWorks@숙명여자대학교

초록

In line with the growth of single-person households, double-occupied households, and a full-fledged aging society, convenience stores are responding to changes in the environment in the shortest and shortest format. One notable trend is the expansion of in-house food PBs such as simple home foods. The research on PB has been focused on first-generation PB mainly focused on price and quality, but few studies on third-generation PB, which was planned and fostered by retailers, were developed. This study analyzed whether the convenience store food PB's selection attributes such as brand image and brand trust, which are characteristics of independent brand equity, influence purchase intention and word-of-mouth intention, and also perceived quality and price We examined the effect of perceived value, relative benefit, on purchase intention and word of mouth intention. As a result, brand image, perceived quality, perceived value and brand trust of convenience store food PB have a significant influence on purchase intention. This means that convenience store food PB is recognized as a brand like NB. In addition, purchase intention has a significant effect on word-of-mouth intention, suggesting that spread through word-of-mouth is possible if it is recognized as a favorable brand by millennials, a key target of convenience stores.

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