近年來零售商紛紛投入發展自有品牌，期望能與競爭對手產生差異化效果，以建立零售商之商店權益與商店忠誠度。本研究驗證自有品牌對商店權益及對商店忠誠度是否具正向影響，並探討自有品牌與商店忠誠度及商店權益之間的關係，以確認是否透過建立商店忠誠度可強化建立商店權益。同時衡量全國性品牌對商店忠誠與商店權益之影響，以確認自有品牌之影響力是否大於全國性品牌。針對家樂福量販店之消費者進行問卷調查，結果顯示，消費者之零售商自有品牌態度對商店權益與商店忠誠度具有正向之影響，而商店忠誠度於消費者之零售商自有品牌態度和商店權益之間扮演著部分中介的角色，透過商店忠誠度的建立將有助於零售商自有品牌對商店權益影響之增強。此外，對於商店忠誠度與商店權益之影響，自有品牌大於全國性品牌。

In recent years, retailers have invested in developing private brands, hoping to differentiate themselves from their competitors and establish store equity and loyalty. This study tested and verified whether private brands positively influence store equity and loyalty. We examined the relationships between private brands and both store loyalty and equity to confirm whether establishing store loyalty can reinforce store equity. Additionally, this study measured the influence of national brands on both store loyalty and equity to verify whether private brands exert greater influence than national brands do. Questionnaires were administered to consumers of Carrefour hypermarket. The results indicate that the attitudes of consumers toward the private brands of retailers had a positive influence on store equity and loyalty. Store loyalty also played a partial mediator between consumer attitudes toward the private brands of retailers and store equity. Establishing store loyalty was beneficial to strengthening the influence of the private brands of retailers on store equity. In addition, the influence of private brands on both store loyalty and equity was greater than that of national brands.