近年來在台灣的零售市場，便利商店、量販店、超市及專門店中，商店自行開發的自有品牌商品蔚為風潮。自有品牌基本上是零售業連鎖化、大型化後的產物，其能為廠商帶來可觀的利潤，同時也能對全國性品牌產生制衡，提升零售商的談判籌碼，更重要的是其能為零售商創造差異化的競爭優勢，故行銷人員著實有必要了解消費者對於自有品牌的態度及其購買行為，並藉此為整個行銷操作的依據。過去的研究或調查多僅著重消費者的外部特性，例如人口統計變數，而忽略了消費者的心理特性，再者研究對象也多針對量販或超市體系通路。
本研究想要了解消費者對於便利商店自有品牌的態度的態度為何? 具有哪些特性的消費者會對自有品牌抱持正面的態度? 而哪有人會持負面態度，消費者的特性包括了心理特徵、人口統計變數以及消費者對於商店的印象等等。 因此，本研究採便利商店門口消費者問卷調查的方式，探討人口統計變數、心理統計變數、促銷傾向、商店印象、自有品牌態度、自有品牌購買傾向之間的關係。主要的結論如下:
一、當消費者的價值意識越高時，對於自有品牌的態度也越好。
二、越喜歡促銷的消費者對於自有品牌的態度也會越好，尤其是偏好價格促銷的消費者，接受自有品牌的程度勝於偏好非價格促銷(贈品、競賽活動等促銷方式)的消費者。
三、消費者的商店印象愈好，對於自有品牌的態度也會愈好。
四、人口統計變數中，年齡在消費者對自有品牌態度有顯著差異。年齡愈大對自有品牌態度愈差。
五、自有品牌態度和購買傾向之間有很高的一致性。

In recent years, it is more and more popular to find Private Barnd in Convenience Stores, Hyper Markets, Super Markets and Boutique Stores. Private brand is the naturally outcome of chained retailers with bigger economic scale. It can bring more profits, and at the same time, it can raise the bargaining power of retailers to against the national brands. And most important of all, private barnd would create differentiated competitive adventage for reatilers. Therefore, it is very necessary for reatilers to understand consumers’ attitudes and purchasing intentions for private brand products. Most of the researches in the past were focused on external characteristics, such as demograpghical variables but ingored consumers’ psychological characteristics which usually dominate consumers’ attitudes. And most of the researches were implemented based on Hyper or Super Market channels.
This research wants to know how consumers feel about private barnd products in chained convenience stores, what kind of persons like or dislike private brands. Consumers’ characteristics include psychological characteristics, demographical variables and store image. The research uses questionnaire method in front of convenience stores, and the main purpose of this questionnaire is to analyze the relationship between demographical variables, psychological variables, promotion intentions, store image, private brand attitudes, and private brands’ purchasing intentions. The main research findings are listed as following:
1.When consumers’ value consciousness is higher, their attitude for private brand would also be better.
2.Consumers who have more interests in promotion would have better attitude toward private label, especially the consumers who prefer price discount, their acceptance for private brands will be higher than those who prefer non-price promotion ( ex. Giftaway).
3.Consumers who have better store image will have better attitude toward private barnds accordingly.
4.Consumers’ age has significant differences on the attitude of private brands. To sum it up, when consumers are elder, then they will have worse attitude toward private brands.
5.There are high consistence between attitude and purchasing intention.

中山大學論文研究生學位論文審定書………………………… i
論文提要………………… ii
致謝 …………………… iii
中文摘要 ……………………………iv
英文摘要 ……………………………v
目錄 ……………………………vi
圖目錄 ……………………………viii
表目錄 ……………………………ix
第一章 緒論 ……………………………1
第一節 研究背景與機…………………………1
第二節 研究目的…………………………… 3
第三節 研究範圍………………………………4
第四節 研究流程………………………………5
第二章 相關理論與文獻探討 ……………………………………………… 6
第一節 自有品牌的認知基礎…………………6
第二節 消費者的態度…………………………16
第三節 國內外自有品牌的相關研究…………18
第四節 消費者心理統計變數與自有品牌態度之關係…23
第五節 促銷傾向與自有品牌態度之關係……28
第六節 商店印象與自有品牌態度之關係……31
第七節 人口統計變數與與自有品牌態度之關係…35
第八節 態度與購買傾向之關係……………………38
第三章 研究方法 ……………………………………… 40
第一節 研究架構………………………………… 40
第二節 研究假設………………………………… 41
第三節 研究範圍及對象……………………… 43
第四節 變數之操作性定義………………………44
第五節 資料分析方法……………………………51
第四章 研究結果分析 …………………………………55
第一節 樣本之描述性統計分析…………………55
第二節 信效度分析………………………………58
第三節 人口統計變數在各構面之分佈情形與差異性分析…66
第四節 各構面之相關性檢定……………………69
第五節 心理統計變數、促銷傾向、商店印象、人口統計變數、自有品牌態度與購買傾向之迴歸分析………72
第六節 心理統計變數、促銷傾向、商店印象、人口統計變數、自有品牌態度與購買傾向之複迴歸分析…78
第七節 消費者之集群分析………………………80
第八節 統一超商與全家便利商店之差異分析…83
第五章 結論與建議 …………………………88
第一節 研究結論………………………89
第二節 研究建議……………………………………………92
第三節 研究限制及未來研究建議……98
參考文獻……………………………………100
附錄一 7/E問卷……………………………109
附錄二 全家問卷 ………………………………………………113

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二、網站部份
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2.PLMA (2007) http:www.plma.com, Private Label Management Association.
3.7/E 網站: www.7-11.com.tw
4.全家網站: www.fm.com.tw

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