這幾年在台灣的量販店、超市、便利商店以及專門店中，越來越容易看見商店自行開發的產品，並且掛上商店自己的品牌，也就是所謂的自有品牌。自有品牌基本上是零售業連鎖化、大型化之後的產物，因其能為廠商帶來可觀的利潤，故行銷人員實在有必要了解消費者對於自有品牌的態度以及其購買行為。過去的研究或調查多僅著重消費者的外部特性，例如人口統計變數，而忽略了消費者的心理特性。其實後者常會主導消費者對事物的態度，如果能夠充分了解消費者的態度，將可提供廠商寶貴的策略性建議。
本研究想要了解消費者對於自有品牌的態度到底如何，具有哪些特性的消費者會對自有品牌抱持正面的態度，而哪些人會持負面態度，消費者的特性包括了心理特徵和人口統計變數。此外，消費者對某項事物產生態度之後，有可能會因為某些因素，例如產品類別不同，而影響到實際的購買行為。因此，本研究採商店門口消費者問卷調查的方式，探討人口統計變數、心理統計變數、促銷傾向、自有品牌態度、自有品牌購買傾向、產品種類之間的關係。主要結論如下：
一、當消費者價格意識與價值意識越高，對於自有品牌的態度也越好。
二、當消費者的價格—品質意識與品牌忠誠度越高，對於自有品牌的態度會越差。
三、越喜歡促銷的消費者對自有品牌的態度也會越好，尤其是偏好非價格促銷(贈品、競賽活動等促銷方式)的消費者，接受自有品牌的程度勝過偏好價格促銷的消費者。
四、人口統計變數中，年齡和收入在消費者對自有品牌態度有顯著差異。年齡越大對自有品牌態度越好；家庭收入越高的消費者對自有品牌態度越差。
五、人口統計變數的確會經由心理變數以及促銷傾向間接對自有品牌態度造成影響。
六、自有品牌的態度和購買傾向之間有很高的一致性，尤其當消費者購買的產品屬於便利品且價格低於全國性品牌時，態度與購買傾向的關係更加強烈。
七、消費者購買自有品牌的標準仍然以價格作為主要指標，最可能購買的是便利低價品，其餘依次為選購低價品、便利高價品、選購高價品。

Lately, it is more and more easier to find private products in wholesale stores, supermarkets, convenient stores, and expert stores. These products are usually named by stores’ brand, so they are the so-called “private brands”. Private brands are the products when retailers change to chain stores or become bigger ones than before. Private brands can bring large profits, so marketers need to understand consumers’ attitudes and buying intentions for private brands. The researches in the past were focused on external characteristics, but ignored consumers’ psychological characteristics. In fact, the later one usually dominants consumers’ attitudes. If we can understand the consumers’ attitudes, we can give useful suggestions to retailers.
This research wants to know how consumers feel about private brands, what kind of persons like or dislike private brands. Furthermore, consumers’ attitudes may be changed because of different product categories and then influence consumers’ purchasing intentions. This research uses questionnaire method in front of stores to analyze the relationships between demographical variables, psychological variables, promotion intentions, private brands attitudes, private brands’ purchasing intentions and product categories. The main results are the followings:
1. When consumers’ price consciousness and value consciousness are getting higher, their attitudes to private brands would also be getting better.
2. If consumers’ price-quality perception and brand loyalty are getting higher, they would have negative attitudes to private brands.
3. The people who like promotions especially non-price promotions (ex. gifts) would have positive attitudes to private brands.
4. Consumers’ ages and incomes have significant differences on private brands’ attitudes. Totally to say, consumers are getting older, and they have better attitudes to private brands; consumers have more incomes would have worse attitudes to private brands.
5. Demographical variables indeed influence attitudes through psychological variables and promotion intentions.
6. There are high consistence between attitude and purchasing intention, especially when product category is low-price convenience.
7. Consumers still use price as main index when they decide whether to buy private brands. The category they are most willing to buy is low-price convenience, low-price selective product, high-price convenience and high-price selective product.

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