當網路購物已成常態、大量線上商店互相競爭，為增加品牌認知或是營收，業者便會開始考慮發展自有品牌，如同以往零售商店的狀態。而儘管過往已有許多對自有品牌的研究，其大多建立在實體商店的自有品牌上。然而線上商店在許多層面上和實體商店不同，若發展其自有品牌，勢必需有不同考量。因此本研究藉由探討線上商店的商店形象對零售通路品牌推出之自有品牌商品的知覺價格、知覺品質之影響，以及商店與其自有品牌的契合度對自有品牌商品的知覺品質、知覺風險之影響，還有商品多樣性對知覺風險的影響，了解消費者如何看待線上商店推出自有品牌商品。
本研究透過網路進行問卷調查，回收有效樣本共181份，並以迴歸分析驗證假設後有以下結論：商店形象正向影響知覺價格；商店形象與契合度皆影響知覺品質，且商店形象的影響較契合度大；商店形象與知覺價格顯著影響購買意願。依據以上結果，本研究並提出實務上的建議作為業界發展自有品牌的參考。

When online shopping has become the norm and many online stores are competing with each other, in order to increase brand awareness or revenue, operators may start to consider developing their own brands, just like strategies that brick-and-mortar retail stores would take. And while there has been a lot of research on private labels in the past, most of it has been built on private labels in brick-and-mortar stores. However, online stores are different from brick-and-mortar stores in many ways, and developing their own brands requires different considerations. Therefore, this study explores the influence of the store image of the apparel online store, ZALORA, on the perceived price, perceived quality, and perceived risk of private-label products launched, as well as the degree of fit between the store and its own brand on the perceived quality and perceived risk of private-label products, to understand how consumers view online stores launching private label products.
In this study, a questionnaire survey was conducted through the Internet, and a total of 181 valid samples were received. After running regression analysis testing the proposed hypotheses, the following conclusions were drawn: store image positively affects perceived price; both store image and brand fit affect perceived quality, and store image appears to have stronger influence on brand fit; store image and perceived price significantly affect purchase intention. Based on the above results, this research puts forward practical suggestions for the e-commerce industry for developing its own brand of products.

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