過往全國性品牌主宰了消費者的生活，但近年來越來越多自有品牌進入零售市場，根據調查，全球自有品牌的銷售成長率均高於製造商品牌；目前台灣較具知名度的民生消費品自有品牌大致有：大賣場、美妝店、便利超商三種主要通路；所謂的自有品牌具有以下三種特性：零售商自行找廠商生產、品牌專屬於零售商、只在零售商專屬通路銷售，自有品牌也因低價格、高價值的特性，獲得消費者青睞。

本研究採用理性行為理論為基礎，加入價格意識與價值意識，以大賣場自有品牌為例，探討消費者購買大賣場自有品牌的意圖與再購行為；同時以發放問卷方式進行調查，問卷分為網路問卷與紙本問卷兩種，網路問卷共計回收117份，紙本問卷發出130份，實際回收116份，經過資料整理與問卷篩選，扣除掉無效問卷9份，有效問卷共224份，問卷的有效回收率為90.69％。

本研究經由線性結構方程模型來驗證消費者對大賣場自有品牌的購買意圖及再購行為，研究結果得到以下證實：
一、高價格意識的消費者，對自有品牌的購買態度呈現正向關係。
二、高價值意識的消費者，對自有品牌的購買態度呈現正向關係。
三、對自有品牌購買態度越好時，會正向影響購買自有品牌的意圖。
四、購買自有品牌的主觀性規範，會正向影響購買自有品牌的意圖。
五、購買自有品牌的意圖會正向影響再購自有品牌的行為。

National brand products are full of the lives of consumers in the past, but more and more private brand products are in the retail market now. According to the survey, the sale grow rate of private brand products is higher than national brand products in the global. There are three famous channels of private brand in Taiwan now: wholesale stores, beauty shops, convenience stores. There are three characteristics of private brand: retail stores look for manufacturers to produce products, the brand is for the retailer’s exclusive own, the private brand products are sold only in the retail stores. Private brand products are liked by consumers because of low price and high quality.

This research adopted framework of “Theory of Reasoned Action”, and adding price consciousness and value consciousness. This study uses private brand products of wholesale stores as example for survey, and it is to explore the buying intention and repurchase behavior of private brand products in wholesale stores. Moreover, the research is based on prior literature to develop research questionnaire. The questionnaire divides two fill out divides two types- online questionnaire and paper questionnaire. There were 117 online questionnaires and 130 paper questionnaires, and paper questionnaires were retrieved 116. By sieving 9 ineffective questionnaires, there were 224 effective questionnaires. The effective response rate is 90.69%.

Structural equation model is applied to examine that consumers’ buying intention and repurchase behavior of private brand products in wholesale stores. The major findings of the research are stated as below:
1.A high price consciousness consumer has positive attitude toward purchasing private brand products.
2.A high value consciousness consumer has positive attitude toward purchasing private brand products.
3.There is positive relation between attitude toward purchasing private brand products and buying intention.
4.There is positive relation between subjective norm of private brand products and buying intention.
5.There is positive relation between buying intention of private brand products and repurchase behavior.

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二、網路資料
1、AC尼爾森
http://tw.nielsen.com/site/index.shtml
2、Private Label Manufacturers Association
http://plma.com/
3、AiMark艾瑪克組織網站（2006）
http://www.aimark.org/
4、大潤發官網
http://www.rt-mart.com.tw/
5、好市多官網
http://www.costco.com.tw/
6、家樂福官網
http://www.carrefour.com.tw/
7、愛買官網
http://www.fe-amart.com.tw/

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