Store brands or private labels have become an important contributor to retail merchandise and help to build store loyalty. This study develops a theoretical model to examine the impacts of consumer level factors and retail service quality on purchasing intention of store brands. The current research utilizes a linear structure relationship (LISREL) model and conducts a consumer survey for five hypermarket chain stores in southern Taiwan to test our six hypotheses. Results indicate that retail service quality has impacts on consumers' quality perception and purchasing intention of store brands. Price consciousness is also found to have an effect on purchasing intention of store brands. Managerial implications of these results are discussed.