CAJ | 학술논문

本文将消费者与商店之间的情感关系定义为消费者的商店情感，并将其引入到自有品牌感知价值和购买意愿的研究之中。在将自有品牌的感知价值分为金钱节省价值和质量价值后，本文探讨商店情感和自有品牌购买程度对感知价值的影响，以及消费者的面子意识对上述影响关系中的调节作用。通过实证研究发现，商店情感和自有品牌购买程度均对金钱节省价值和质量价值有正面作用，面子意识负向调节质量价值对自有品牌购买意愿的影响，但是面子意识在金钱节省价值对自有品牌购买意愿的影响关系中缺乏调节作用。
본문장소비자여상점지간적정감관계정의위소비자적상점정감，병장기인입도자유품패감지개치화구매의원적연구지중。재장자유품패적감지개치분위금전절성개치화질량개치후，본문탐토상점정감화자유품패구매정도대감지개치적영향，이급소비자적면자의식대상술영향관계중적조절작용。통과실증연구발현，상점정감화자유품패구매정도균대금전절성개치화질량개치유정면작용，면자의식부향조절질량개치대자유품패구매의원적영향，단시면자의식재금전절성개치대자유품패구매의원적영향관계중결핍조절작용。
This paper defines the affection relationship between consumers and retailer store, and uses the terra ＂customer-retailer affection＂ to refer to the affectionate bonds. And this paper brings the term of customer-retailer affection to the study about perceived value and purchase intention of store brand. By dividing perceived value into two dimensions： perceived value of money and quality value, this paper explores the effect of customer-retailer affection and the purchase degree for store brands on perceived value, and the moderating effect of consumers＇ mianzi consciousness on the above relationships. The empirical results show that both customer- retailer affection and the purchase degree for store brands have positive effect on perceived value and mianzi consciousness plays a negative moderating role on the relationship between quality value and purchase intention, while mianzi consciousness does not significantly moderate the effect of perceived value of monev on nurchase intention.