The aims of this study were to identify the dimensions of both store and PB apparel product attributes at large discount stores, and to empirically examine the effects of each dimension of store and PB apparel product attributes on satisfaction with PB apparel products and on repurchase intension. Questionnaires were given to 264 large discount store customers, who have experienced buying PB apparel products at large discount stores. The results were as follows. First, purchased PB items and image, improvement of PB apparel products showed differences by gender. Second, the dimensions for store attributes were categorized as convenient of shopping environment, product quality, customer service, advertising reach, convenient location, and reasonable prices. The PB apparel product attributes were categorized as material handling management, quality, fashion ability, and brand power. Third, generally, both store and PB apparel product attributes at large discount stores are significantly related to PB apparel satisfaction and repurchase intention. PB satisfaction and repurchase intention of males were partly affected by store attributes and PB apparel product attributes. PB satisfaction and repurchasing intention of females, however, were partly affected by only PB apparel product attributes, not store attributes.

본 연구는 우리나라의 대형할인마트 이용자의 쇼핑 성향에 따른 가드닝용품의 이용실태와 만족도를 알아 보기 위하여 대구·경북 지역을 중심으로 최대 소매 업태인 이마트, 홈플러스, 롯데마트를 선정하여 2011년 2월 1일부터 3월 30일의 기간 동안 총 364부의 설문 자료를 수집·분석하였다. 대형할인마트 이용자들의 소 비특성을 파악 하고자 쇼핑성향의 요인분석을 실시한 결과 유행 추구형 쇼핑성향, 친환경적 쇼핑성향, 쾌락 형 쇼핑성형, 경제적 쇼핑성향 4가지 요인이 분석 되 었다. 전반적으로 가드닝 용품의 구매경험이 높았고, 구매횟수는 월 1∼2회, 평균 구매금액은 월 3∼5만원, 구매상품의 종류는 화분이 가장 높게 나타났다. 조사대 상자의 대형할인마트 쇼핑성향에 따라 구매경험은 유 행 추구형 쇼핑성향 72.6%로 높았고 구매횟수는 유행 추구형, 쾌락형, 경제추구형의 40%이상이 월1∼2회, 친환경적 쇼핑성향이 38.1%가 월 5∼6회 정도 구매하 였다. 월 평균 구매금액은 친환경적 쇼핑성향 42.9%, 유행추구형 32.8%가 월 3∼5만원 구매하는 것으로 나 타났고, 쾌락형은 37.2%가 월 1∼3만원, 경제적 쇼핑 성향은 37.1%가 1만원 미만 구매하였다. 가드닝 용품 은 유행 추구형, 쾌락형 쇼핑성향을 지닌 소비자들은 화분, 친환경적 쇼핑성향의 경우 채소씨앗, 경제적 쇼 핑성향은 식물세트를 가장 선호하는 경향을 보였다. 대 형할인마트 내 가드닝 용품에 대한 만족도 및 재 구 매 의도는 평균이상으로 나타났으며, 다양성의 한계가 가장 큰 불만요소인 것으로 나타났다.

Purpose - This study attempted to identify the value promotion clues that may operate as a consumer’s motive, by shedding new light on consumer value and by reconstructing each variable analyzed through the means–end chain (MEC) theory. Research design, data, and methodology - In this study, 202 copies of effective questionnaires using the data of Yang and Ju (2012) were subjected to correlation, regression, and SEM. Results - All store selection attributes were verified as having a positive influence on the relationship quality. Although the store selection attributes were verified as exerting a positive influence on the relationship quality, according to the verification result of the mediating effect, consumer value was verified to be influenced only by the relationship quality instead of by the store selection attributes. Conclusion - As a result of path analysis on the proposed model after modification, it was verified that only product factor had a statistically significant positive influence and that social value was completely mediating between relationship quality and emotional value. It may be highlighted that the MEC theory concept would be applicable to the cause-and-effect relationship model.