本研究以商店形象、消費者創新性及口碑傳播作為前因變數,探討此前因變數如何影響消費者的知覺風險及自有品牌態度,並接著分析知覺風險及自有品牌態度對自有品牌購買意願的影響關係。同時,本研究以來源國形象與商品類別在知覺風險與自有品牌態度對自有品牌購買意願之間的干擾作用。研究母體為實際購買自有品牌之消費者,本研究共發放410份問卷,最後取得403份有效問卷。結果發現商店形象會負向影響知覺風險,並正向影響其消費者對於自有品牌的態度,消費者創新性對自有品牌態度有正向影響。口碑傳播會負向影響知覺風險,並正向影響其消費者對於自有品牌的態度。另一方面,知覺風險與自有品牌態度對購買意願有顯著的影響效果。在干擾作用方面,來源國形象與商品類別會負向干擾消費者的知覺風險對自有品牌購買意願的影響效果。
This study examines the factors of store image, consumer innovativeness, and word of mouth, which influence perceived risks of consumers and attitudes toward private brands. This study then analyzes the influences of perceived risks and attitudes towards private brands, particularly purchase intention. This study also examines the moderating effects of country-of-origin and product type between perceived risks and attitudes toward private brands and purchase intention for private brands. The population for this study included consumers who have purchased from private brands. A total of 403 valid questionnaires were collected out of the 410 questionnaires distributed. This study finds that store image has a negative influence on perceived risks and a positive influence on consumer attitudes toward private brands. Consumer innovativeness has a positive influence on attitudes toward private brands. Word of mouth has a negative influence on perceived risks and a positive influence on consumer attitudes toward private brands. Perceived risks and attitudes toward private brands have significant influences on purchase intention. Finally, country-of-origin and product category have negative moderating influences on the effect of perceived risks on purchase intention.