因全球零售業競爭日益激烈，加上經濟不景氣和消費者對花費審慎態度的影響下，自有品牌成為大型零售業者新的保護利潤策略，自有品牌將代表零售業者掌握通路權力的象徵，而國內相關研究仍僅限於在通路特性、商店印象或品牌權益等議題，較少以消費者觀點來探討自有品牌。而本研究重點在探討影響消費者對自有品牌態度與購買行為之相關因素構面，分別以價格知覺、交易促銷傾向與心理構念三種相關因素進行討論。本研究發現自有品牌態度是預測購買金額最有效之變項，並再利用集群分析將消費者區分出四種集群：分別為重視促銷活動導向群、自有品牌導向群、自有品牌與促銷漠視群及潛在自有品牌購買群，並進一步發現不同的消費者集群在自有品牌態度評估與購買金額具有顯著差異，最後本文依研究結果，提出對學界與業界之建議。

The purpose of this research is to discuss the factors and their interrelations, which may influence the consumers' attitudes toward the private brands. Literature review has led to three latently related constructs: price perceptions, promotion, and psychological constructs. The research discovered that private brand attitude is the most effective indicative variable in estimating the purchase amount. Through the cluster analysis, the consumers are segregated into four segments: promotion-orientated group, private brand-orientated group, careless of private brand and promotion group, and private brand potential group. It is further discovered that significant differences also exist in the private brand attitude evaluation and purchase amount of different consumption segments. Finally, the results have implications for both retail managers and researchers.