本研究旨在探討消費者評選自有品牌消費關鍵因素，經由相關文獻探討彙整並透過德爾菲法、層級分析法來了解消費者對於自有品牌電器購買決策的關鍵因素。本研究採問卷調查，針對持續購買及使用自有品牌家電的民眾，且熱衷推薦他人使用自有品牌商品者為範疇。問卷共發放45 份，回收43 份，無效問卷為3 份，有效問卷為40 份，回收率達95.5%，有效問卷率達88.8%。研究結果顯示，探討價格彈性、商品涉入、服務補救對消費者評選自有品牌消費關鍵因素中，以價格彈性最具關鍵影響構面，商品涉入層面次之。其中前五大主要關鍵評估準則為顧客期望、刺激需求、情緒反應、配銷考量、結果公平。較不具關鍵影響的關鍵因素則為程序公平、互動公平。

The purpose of the research is to understand the key factors of purchasing decisions of consumer perspectives on price in selecting private brand through the use of Delphi method and Analytical Hierarch Process (AHP).It will also implement a literature review method and a compilation of expert opinions in outlining the key factors of consumers buying private brands of air conditioners. The use of an expert questionnaire method will be helpful to create an index that will ultimately be used with AHP to gauge the effectiveness of purchasing decisions. A total of 45 questionnaires were sent to the users who had more than five years experience buying and using private brands of air conditioners. A total of 43 were returned, with 40 valid ones, for a total of a 95.5% return rate, and an 88.8% validity rate. The result of this research showed the most important key is price elasticity. Meanwhile, the prior consideration key factors based on the indexes are as follows：customer expectation, stimulate demand, emotional, distribution consideration, fair result. The less critical indexes are procedural justice and interactional justice.