我國經過這一、二十年的經濟成長與工商業快速發展，使得國民所得不斷提高，這提升了國人生活水準同時也改變國人的消費習慣，使得我國的綜合商品零售業得以快速發展與轉變。從轉變角度來看，從過去傳統的多層次行銷模式，轉變為供應商透過物流中心，直接配送商品到零售商或消費者手上。從發展面來看，根據經濟部統計，零售業年營業額從民國88年的2兆3千億一路攀升，到了95年更突破3兆。過去零售商店內販售的商品幾乎都來自各家不同製造商所生產的商品，本研究稱為「製造商品牌」，不過在這幾年來因市場趨勢已轉變為顧客導向的型態，與零售業者爲了能提高毛利率，零售商自有品牌就由此而生。自有品牌因其知名度沒有知名製造商品牌商品來的響亮，再加上自有品牌伴隨著風險存在，零售商通常會使用各種促銷活動去刺激消費者的購買意願。根據文獻探討發現過去許多學者在探討零售商時，多會去研究零售商的商店形象與購買傾向間的關係，因此本研究欲從消費者的角度，去商店形象與促銷活動對於自有品牌購買傾向的影響，並加入知覺風險的探討，研究知覺風險在這之中所扮演的干擾效果。
本研究將家樂福、大潤發、愛買、屈臣氏與康是美納入研究範圍，並挑選頭髮造型劑與面紙這兩類商品作為研究對象，以網路與紙本問卷進行便利抽樣，並挑選有以上其中一家通路購物經驗的消費者為抽樣對象，使本研究更具代表性。
根據本研究實証結果發現自有品牌的促銷活動對於其購買傾向是有正面且顯著的影響，但商店形象與自有品牌的購買傾向間並無顯著的影響。在知覺風險方面，自有品牌促銷活動對其購買傾向的影響上，知覺風險是有顯著的干擾效果，但在風險較低的商品時，如隨身包面紙，其所受到知覺風險的干擾效果就不顯著。因此，本研究獲得以下結論：零售商發展自有品牌可以透過提升商店形象並搭配促銷活動的方式去進行，並且盡量推出知覺風險較低的商品，如此更能有效地達到發展自有品牌的目的。

As economy grows up and industry expands fast, our national income increases year by year. This leads the improvement of living standard and quality, and changes compatriots’ consuming pattern. In the condition, the retailing industry develops and changes fast. The traditional retailing business model disappears little by little, but a newer one, which suppliers directly distribute products to retailers or consumers, rises and develops. According to the statistics of Ministry of Economy Affairs, the turnover per year of retailing rises from 2,300 billion in 1999 to over 3,000 billion in 2006. However, in the past, retailers only sold products that come from different manufacturers. In the paper, the kind of products is called “ manufacturer’s brand ”. Because the trend of market has become customer-oriented and retailers want to rise the gross profit rate, store brand products appear in recent years. Store brand products are not as famous as manufacturer’s brand products and they usually are thought more risky, so retailers have to do some promotion to stimulate consumers to buy store brand products. By some literatures review, we can find most scholars did researches on the relation between store image and purchase intention when they talked about retailing. Therefore, the research lies in exploring how promotion and store image of retailers influence the purchase intention of store brand products, and how perceived risk moderates the relation from consumers’ viewpoint.
According to the research result, we find promotion of store brand has direct and positive influence on purchase intention. But, store image has no significant influence on purchase intention. On the relation between promotion of store brand and purchase intention, the perceived risk does moderate it significantly. On the other hand, the moderation of perceived risk is not significant when consumers face products with low risk.

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三.　網站部份
1.AC尼爾森 http://www.acnielsen.com.tw/news/20050727.shtml
2.台灣家樂福網站 http://www.carrefour.com.tw
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