隨著零售商自有品牌日益趨增，商品也越來越多元化。許多零售商紛紛推出「物美價廉」的自有品牌商品來迎合消費者的需求，且增加銷售額，因而促使本研究想進一步了解影響消費者購買自有品牌商品之因素。本研究利用LISREL結構方程從消費者處理外部資訊所累積的品牌熟悉度切入，探討如何影響消費者的知覺風險、知覺價值與品牌關係。接著分析上述之變數對自有品牌商品購買意願的影響，最後以廣告代言人來檢驗是否干擾知覺風險、知覺價值與品牌關係對自有品牌商品購買意願。本研究結果發現品牌熟悉度顯著負向影響知覺風險，且顯著正向影響知覺價值和品牌關係。進一步研究結果發現知覺風險負向影響購買意願，而知覺價值和品牌關係則顯著正向影響購買意願。最後，廣告代言人負向干擾消費者的知覺風險對商品購買意願的影響，而正向干擾消費者的知覺價值對商品購買意願及品牌關係對商品購買意願的影響效果。 With the increasing number of private brands of retailers, merchandises became more diversified. Numerous retailers launch “affordable and quality” private brands to cater to consumers’ needs, and thus increase their sale figures. Therefore, this phenomenon prompts this study to understand the factors which affect consumers to purchase private brands. The study started with brand familiarity which is accumulated by consumers when they address external information and uses LISREL structural equations to explore how to influence consumers’ perceived risks, perceived values and brand relationship. Next, this study analyzes the effects of the above variables on purchase intention of private brands. Finally, the study uses endorsers to examine whether the effects of perceived risks, perceived values and brand relationship on purchase intention of private brands are moderated. The result shows that brand familiarity significantly has a negative impact on perceived risks but positively affects perceived values and brand relationship. Further result indicates that perceived risks adversely influence purchase intention while perceived values and brand relationship have a significant and positive effect on purchase intention. In the end, endorsers negatively moderated the effect of perceived risks on purchase intention but positively moderated the effects of perceived values and brand relationship on purchase intention.
