隨著微利時代來臨，自有品牌在國內發展更為普遍，許多零售商紛紛推出自有品牌商品，成為消費者購物選擇之ㄧ。對零售商而言，自有品牌利潤較高，若零售商能夠增加自有品牌商品銷售量，就能夠提高獲利空間。因此，進一步了解影響消費者購買自有品牌商品之因素是很重要的，然而過去的研究，僅著重於消費者心理因素，例如自有品牌態度，卻忽略商品外部線索對於後續購買行為之影響。
由於消費者較常以外部線索評價商品，因此本研究分析商品外部線索中最關鍵的兩個變數－零售商商店形象與自有品牌形象對於消費者評估自有品牌商品購買風險、商品品質以及後續購買行為之影響。此外，本研究也針對商店形象與自有品牌形象所包含之不同因素對於消費者評估自有品牌商品購買風險以及品質不同的影響程度進行探討。
本研究利用便利抽樣方式，針對消費者發放問卷進行統計分析，研究結論如下：
一.零售商商店形象愈好，消費者對於該零售自有品牌形象之看法愈好。
二.零售商商店形象愈好，不僅可以降低消費者自有品牌知覺風險，也可以提升消費者對於該自有品牌商品品質之看法。
三.自有品牌形象愈好，不僅可以降低消費者自有品牌知覺風險，也可以提升消費者對於該自有品牌商品品質之看法。
四.自有品牌商品知覺品質愈好，知覺價值愈高。
五.自有品牌知覺風險與知覺價值會影響消費者購買自有品牌商品意願，當自有品牌商品風險程度愈低或知覺價值愈高，消費者對於自有品牌商品購買意願愈高。
關鍵字：自有品牌、商店形象、品牌形象、知覺風險、知覺品質、購買意願

As the coming of micro-profit period, store brand development becomes more and more popular for retailers, and store brand products turns into another choice for customers. For retailers, store brand can provide higher margin. Therefore it’s important to understand the factors effecting consumers behavior of purchasing store brand products. However, most past researchers focused only on consumer psychological factors like store brand attitude and neglected the extrinsic cues.
Among all the production cues, store image and brand image are most critical. Therefore it is important to analyze how store image and store brand image influence the consumer perceived risks and perceived quality of store brand products. Besides, we also analyze the distinct influences on consumer perceived risks and perceived quality of different components of store image and store brand image.
In order to proceed the analysis, we collect data from consumers of Carrefour and Tesco and analyze the data. The main results are as follows:
1.The better the store image is, the better the store brand image.
2.Better store image can not only reduce consumer but also promote quality of store brand products.
3.Better store brand image can not only reduce consumer perceived risks of store brand products but also promote quality of store brand products.
4.The better the perceived quality of store brand products is, the higher the perceived value of store brand products will be.
5.Perceived risks and perceived value of store brand products can influence the purchasing intention at the same time. The lower the perceived risks of store brand products or the higher perceived value of store brand products is, the higher the purchasing intention of store brand products will be.
Key words：store brand, store image, brand image, perceived risks, perceived quality, purchasing intention

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