低價促銷是傳統自有品牌擴大佔有率及提高銷售率的策略，但伴隨現代人價值知覺逐漸提升，價格不再是自有品牌的優勢，品質的提升、外在因素、情境因素等，都會影響消費者對自有品牌的購買意願。因此本研究針對價格、產品種類和涉入性對消費者購買意願的影響進行探討。主要研究目的如下：
一、探討自有品牌產品價格對消費者購買意願之影響
二、探討產品種類對消費者購買意願之影響
三、探討消費者在產品價格、產品種類、和產品涉入性的交互作用產生的情境下，其購買意願之情形。
本研究以實驗設計之方法，進行2(自有品牌產品價格：等同知名品牌、知名品牌之半價)x2(自有品牌產品種類：便利品、選購品)x2(涉入程度：高涉入、低涉入)的實驗設計。以南部有在量販店購物經驗之消費者為對象，產品以衣物柔軟精和床頭音響分別代表便利品與選購品，並透過變異數分析等資料分析工具驗證所提出之假說，探討產品價格、產品種類及涉入性的交互作用對消費者購買意願之影響。經過分析實驗所得結果得到以下結論：
一、 產品價格對購買意願有顯著影響。
二、 產品種類對購買意願有顯著影響。
三、 涉入程度對產品價格和消費者購買意願之關係具有顯著影響。
四、 涉入程度對產品種類和消費者購買意願之關係具有顯著影響。

Low price promotion is the traditional strategy to raise the market share and sales volume. But the value perception of the people now has been raised little by little. Low price is no more the advantage of private brand, quality improvement, external factors, situational factors et., they all affect the consumer purchase intention. Therefore this research is to be aimed at how the product price, product category, and involvement to affect the consumer purchase intention in private brand. The main objectives are as followed:
1. To understand the product price influence on purchase intention or not.
2. To understand the product category influence on purchase intention or not.
3. To understand the purchase intention under the mutual reciprocal effect of the price, category and involvement.

In this research, we investigate what kinds of effects, including main and interactive effects, the product price (equal to national brand or half to national brand), product category (convenient goods or shopping goods), involvement (high or low) would have on purchase intention. According to ANOVA analysis, we have some findings as follows:
1. Different product price have influences on purchase intention.
2. Different product categories have influences on purchase intention.
3. Different involvements have influence on the relationship price to purchase intention.
4. Different involvement have influence on the relationship category to purchase intention.

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