隨零售通路蓬勃發展，台灣已成為全球便利商店密度最高的國家。商店私有品牌在西方國家已發展相當成熟，台灣也在大型連鎖通路的帶領下開啟了商店私有品牌的戰國時代。然而，過去商店私有品牌卻飽受價格低廉、品質與品牌知名度不佳的刻板印象所苦，使得消費者購買的滿意度與再購意願再再接受到考驗。因此了解商店私有品牌傾向顧客特質對其滿意度與再購意願議題便成為業者關注的目標。本研究從消費者對外部資訊之處理觀點切入，並將消費者特質進一步區分為價格意識、品牌意識、品質意識以及商店品牌熟悉度，如何透果滿意度的連結進而影響消費者再購意願；最後將產品涉入程度作為干擾變數加以驗證。根據樣本資料顯示，本研究以便利商店消費者為主要研究對象，結果如下：
(1)商店品牌熟悉度對消費者購買私有品牌的影響最大。
(2)價格意識與商店品牌熟悉度越高，購買商店私有品牌的滿意度也會越高。
(3)品牌意識與品質意識越高，購買商店私有品牌的滿意度則越低。
(4)產品涉入程度確實會削弱消費者特質對商店私有品牌購買滿意度的影響。
本研究並根據研究之發現提出相關建議供商店品牌業者參考。

With the booming development of retailing industry, Taiwan has become a country with the highest density of convenient stores all over the world. In western countries, the development of private label products have been highly mature, being aware of this trend, retailing channels in Taiwan also started to develop their own brands one after another, making the competition even harder than ever. However, private labels have suffered from the bad impressions of low price, quality and brand image. And being thought inferior to the national brands. This making it much more important for the retailers to figure out the factors those influence customers’ satisfaction and repurchase intention, while buying private label products. This study focus on the viewpoint of extrinsic cues use by customers, and dividing customer characteristics into price consciousness, brand consciousness, quality consciousness and store brand familiarity. Furthermore, this study also tested the moderating effect of product involvement. The sample of this study is mainly from the customers of convenient stores, and the conclusions are showed as follow：
(1) Store brand familiarity is the most important factor that influents customers’ satisfaction while purchasing private label products.
(2) While purchasing private label products, the higher the price consciousness and store brand familiarity are, the higher the customers’ satisfaction would be lead to.
(3) While purchasing private label products, the higher the brand consciousness and quality consciousness are, the lower the customers’ satisfaction would be lead to.
(4) Product involvement does have a negative moderating effect between customer characteristics and satisfaction.
The conclusions of this study will provide related suggestions to both stores brand and national brand marketers.

目錄：
壹、緒論 1
一、研究背景及動機 1
二、研究目的與貢獻 4
三、研究流程 5
貳、文獻探討與研究假說 6
一、私有品牌 6
二、顧客滿意度 7
三、再購意願 8
四、價格意識 9
五、品牌意識 10
六、品質意識 11
七、商店品牌熟悉度 12
八、產品涉入 13
九、產品涉入的干擾效果 16
參、研究方法 19
一、研究架構 19
二、變數操作型定義與衡量 19
三、問卷設計與抽樣調查 20
四、資料分析法 21
肆、實證結果分析 26
一、樣本敘述性資料分析 26
二、探索性因素分析 27
三、驗證性因素分析 27
四、相關分析 32
五、整體配適度分析 32
六、研究假設驗證分析 33
伍、結論與建議 40
一、結論 40
二、管理意涵 42
三、研究限制與未來發展之建議 43
網路資源： 45
中文參考文獻： 45
英文參考文獻： 45

網路資源：
1.美國私有品牌製造協會PLMA http://www.plmainternational.com
中文參考文獻：
1.李元恕與洪紹芸 (2003)，「消費者特性與商店品牌購買關係之研究」，商管科技季刊，4(2)，205-227。
2.李奇勳 (2008)，「價格意識、品牌意識與熟悉度對商店品牌購買意願之影響」，管理評論，27(3)，27-40。
3.吳青松 (1998)，現代行銷學。台北：智勝文化。
4.馬玉萍 (1994)，「自有品牌在台灣（二）－行銷全球的Aro」，零售市場，185，30-31。
5.野口智雄，劉玫芬譯 (1996)，「價格破壞時代的自營品牌策略」，初版，經濟部國際貿易局。
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