近年來在國內通路日益強大下，各種型態的零售商紛紛投入商店品牌產品的開發與行銷，而消費者對於商店品牌之接受度亦日益提昇。有鑑於此，本研究之目的在於探討商店品牌消費與非商店品卑消費者在人口統計、行為與心理等三個特性上之差異性。本研究結果發現商店品牌消費者與家庭所得呈負相關，但與家庭規模呈正相關，但在教育程度和年齡方面則與非商店品牌消費者沒有明顯差異。店內促銷活動對商店品牌消費者與非商店品牌消費者的影響無明顯差異，但商店品牌的消費者比較不願意花時間去收集店外促銷的活動資訊。商店品牌消費者比非商店品牌消費者較具有價格知覺、財務預算限制，也願意創新及做多樣化的嘗試，但是比較不具有品質知覺、購物樂趣、衝動，不容易成為市場專家，也比較不在乎別人的意見與看法。

　　　　　In recent years, there has been a strong increase of retailers' interest in store brands or private label brands. The motivation has been the growing acceptance of store brands by consumers. The purpose of this research is to examine whether store brand shoppers and non-store brand shoppers differ in their demographic, behavioral, and psychographic characteristics. The test result indicates that store brand shoppers have larger households and lower income than non-store shoppers. Compared with non-store shoppers, store brand shoppers are less out-of-store promotion seekers, less quality conscious, and enjoy shopping less. Store brand shoppers are also less impulsive and mavenistic, and have less motivation to conform than non-store shoppers. However, store brand shoppers are more price conscious, financially constrained, innovative, and variety seekers than non-tore brand shoppers.