A Study on the Effect of the Importance of Purchase Attributes on Purchase Intention of MZ Generation PB Products - Focusing on convenience store products. -

This study tried to confirm the impact of the importance of purchasing attributes of domestic PB products on the intention to purchase PB products. The survey subjects distributed 375 copies to consumers with experience in purchasing PB products from April 3, 2023 to April 17, 2023, and used 369 copies for analysis except for six dishonest answers. Frequency analysis, factor analysis, and reliability analysis were conducted using the statistical program SPSS 26.0 to analyze the collected data, and structural models of PLS 4.0 were used for empirical analysis.BR Analysis showed that perceived quality and perceived risk affect PB product preference. In addition, the brand image and perceived quality affect the preference of PB products. In addition, the preference for PB products was found to affect the intention to purchase PB products, but the importance of brand image and price did not affect the preference for PB products. The hypothesis for PB product preference was rejected due to perceived risk importance and tendency to pursue discounts. The hypothesis on PB product preference was also rejected due to the tendency of price importance to pursue discounts. Finally, it was found that the effect of adjusting the importance of prices by generation M and generation Z does not affect preference. Through the results of this study, it was found that PB product image and perceived quality importance are very important variables for consumer preference and purchase intentions, and image and quality are more important variables as PB product purchasing factors than perceived risk importance.