隨著國內大型量販店紛紛引入自有品牌，使消費者對自有品牌的認識也越來越多，自有品牌的產生已逐漸影響社會大眾的消費型態。本研究深入探討消費者購買量販店自有品牌食品時，消費者的社經背景、商店品牌形象及消費者的知覺品質、知覺價值、知覺風險是否會影響其購買意願。於台北、高雄量販店前對消費者發放問卷，有效問卷爲382份。研究結果發現：消費者社經背景會影響其對量販店自有品牌食品的購買意願；量販店的品牌形象越高，消費者對其自有品牌食品的購買意願越高；消費者對量販店自有品牌食品的知覺品質與知覺價值越高及知覺風險越低時，則有越高的購買意願。所得之研究結果將做爲業者建立自有品牌食品之基礎，並提供業者制訂行銷策略之建議。

Nowadays, consumers are more familiar with store brands; store brands therefore have made significant inroads into retail industry and influenced consumers' purchase behaviors. The purpose of this study is to investigate the Consumer's purchase intention toward retail store brands in the food sector and the factors that influence it. This study adopted a survey research design, and total of 382 questionnaires were collected. The results of the study indicated that perceived brand image of retail store would influence consumer's purchase intention. Moreover, consumers who have higher perceived quality, perceived value, and lower perceived risk would have higher purchase intentions toward retail store brands in the food sector.