本研究主要是在探討台灣零售商在推出自有品牌產品時，商店形象對消費者購買自有品牌各種類產品時，知覺風險及購買意願的影響。本研究以統一超商做為研究範圍，因為其商店形象良好，且擁有的自有品牌產品種類較為完整，可以較詳盡的比較不同產品之間的差異。
根據本研究資料分析可以得到三個結論：
1. 好的商店形象是發展自有品牌的必備條件。
2. 產品種類是影響自有品牌的關鍵因素。
3. 對不同的產品而言，消費者重視不同的知覺風險。
依據此結論，本研究也提出三項建議，可做為通路商在發展自有品牌時之參考：
1. 商店形象的維護與提升
2. 聚焦於與商店形象連結度高的產品
3. 針對不同自有品牌產品，擬定不同降低風險的行銷策略

This research is focus on how store image affects perceived risks and purchase intention in different private label brand (PLB) products. Because of 7-Eleven’s positive store image and diverse product categories, this research takes 7-Eleven as the example to explore the difference among its PLB products. The conclusions as follow：
1. Positive store image is a necessary condition to develop PLBs.
2. Product category is a success factor to PLBs.
3. Consumers perceive different perceived risks when facing different products.
According to the conclusion, suggestions are as bellow：
1. Keep maintaining and improving store image.
2. Focus on the products which are highly-related to the store image.
3. Managing perceived risk as a marketing strategy in diverse PLB product categories.

致謝詞……………………………………………………………………i
中文摘要…………………………………………………………………ii
Abstract…………………………………………………………………iii
目錄………………………………………………………………………iv
表目錄……………………………………………………………………vi
圖目錄……………………………………………………………………viii
第一章　緒論 …………………………………………………………1
　第一節　研究背景與動機……………………………………………1
　第二節　研究目的……………………………………………………3
第三節 研究流程……………………………………………………4
第二章　文獻探討………………………………………………………5
第一節 自有品牌……………………………………………………5
　第二節　商店形象與知覺風險之關係………………………………8
第三節 知覺風險與購買意願之關係………………………………13
第四節 產品種類對自有品牌之影響………………………………14
第五節 統一超商營運現況…………………………………………16
第三章　研究方法………………………………………………………21
　第一節　研究架構……………………………………………………21
　第二節　研究假設……………………………………………………22
　第三節　研究變數之操作性定義……………………………………23
　第四節 研究範圍及對象……………………………………………26
　第五節　資料分析方法………………………………………………27
　第六節　問卷設計與前測……………………………………………28
第四章 研究分析與討論 ………………………………………………31
第一節 樣本結構分析………………………………………………31
第二節 信度分析……………………………………………………35
第三節 相關分析……………………………………………………35
第四節 研究假說驗證………………………………………………37
第五節 假說彙整與小結……………………………………………43
第五章 結論與建議 ……………………………………………………45
第一節 結論…………………………………………………………45
第二節 研究限制……………………………………………………46
第三節 實務貢獻……………………………………………………47
第四節 未來研究建議………………………………………………48
參考文獻…………………………………………………………………49
附錄一 本研究問卷 ……………………………………………………56

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參考網站
統一超商官網，網址：http://www.7-11.com.tw/
全家便利商店官方網站，網址：
http://www.family.com.tw/enterprise/investor_financial_03.aspx
Money DJ理財網財經知識庫(2011)。統一超商股份有限公司。線上檢索日期：
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http://km.funddj.com/KMDJ/Wiki/WikiViewer.aspx?KeyID=338b1feb-7105-46dd-b12c-09184d67e1fe
顏瓊珍(2010)：統一超 主打自有品牌確保獲利。理財週刊0528期。線上檢索日
期：2011年3月2日。網址：
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