現今台灣的通路商投注許多心力，致力於發展自有品牌商品，除了跟品牌製造商互相競爭外，通路商彼此間的競爭儼然已達白熱化，此外民眾的消費習性也逐漸在改變，追求商品品質以及企業本身的正面形象，更成為未來的重要消費趨勢。因此本研究以通路商的「企業聲譽」、門市之「店鋪形象」、「認知價值」與「商品性質」以及消費者之「顧客創新」程度為研究自有品牌態度之自變數，逐一探討其影響性，並選擇台灣超商龍頭企業7-11便利商店為目標企業，進行研究。
研究結果發現以7-11為研究對象之自有品牌態度具有中介效果，能提高消費者的購買意願，此外企業聲譽、店鋪形象、商品性質、顧客創新以及認知價值，均對自有品牌態度有顯著的正向影響效果，當中較為特殊的是顧客創新變數，與本研究之假設不同，顯示了追求新穎商品的消費者對於自有品牌商品越來越能接受，因此通路商除了建立自身良好形象與加強商品品質管理之外，對於商品的研發與創新更需注重，以吸引更多消費者，提升其購買意願。

Nowadays, many retailers in Taiwan make lots of efforts to develop their private label products. In addition to competing with the manufacturer brand, retailers themselves have made this market become highly competitive. Furthermore, people’s consumption habits have changed gradually, for example, pursuing for merchandise quality and the positive firm image become the important trend. Therefore, this research has focused on the role of private label attitude, using retailers’ “Corporate Reputation”, “Store Image”, “Perceived Value, “Product Signatureness”, and consumers’ “Innovativeness” as the independent variables in this framework. Also, choose the convenient store-7-11 as the research objective retailer to analyze the impact of different variables respectively.
The results show that the private label attitude of 7-11 has fully mediated effect and it can increase consumers’ purchase intention as well. What’s more, all the independent variable including “Corporate Reputation”, “Store Image”, “Perceived Value, “Product Signatureness”, and “Innovativeness” have positive significant impacts on private label attitude. However, the effect of “Innovativeness” is different from my original hypothesis, which means that people who like novel products tend to accept private label product gradually. Therefore, retailers should not only build their positive image and improve the quality but also need to be attentive to the innovativeness of products so as to attract more consumers and increase their purchase intention.

The research is completed via questionnaires surveys to consumers in Taiwan. A total of 450 questionnaires surveys were sent out and 439 valid ones were returned. The final response rate is 97.5%. The hierarchical regression analysis was used to verify all hypotheses.

The findings can be summarized as following.

(1) Corporate reputation is positively associated with customers’ private label attitude.
(2) Store image is positively associated with customers’ private label attitude.
(3) Product signatureness is positively associated with customers’ private label attitude.
(4) Innovativeness is positively associated with customers’ private label attitude.
(5) Perceived value is positively associated with customers’ private label attitude.
(6) Customers’ private label attitude is positively associated with purchase intention.

一、 網站
1. 統一超商網站：http://www.7-11.com.tw/
2. 2014 Kantar worldpanel：http://www.kantarworldpanel.com/tw
3. 30雜誌：http://www.30.com.tw/article_content_13644.html
二、 中文文獻
1. 吳萬益(2000)，企業研究方法，華泰文化
2. 朱國光、李奇樺(2008)，影響消費者對自有品牌態度與購買行為相關因素之研究，台灣企業績效學刊，第2卷第1期，pp.93-117
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