近年來，零售通路商在經營自有品牌越來越積極，除自有品牌利潤較高外，消費者對自有品牌接受度也越來越高，自有品牌已逐漸影響社會大眾的消費型態，因此在量販店零售商內自有品牌與製造商品牌的競爭也漸趨白熱化。本研究主要探討自有品牌與製造商品牌在不同的促銷方式下對「消費者態度」、「購買意願」及「商品印象」之影響關係，利用發放問卷的方式，進行實證探討，期望研究結論對零售商業者與製造商業者之經營有所貢獻。

本研究採用便利抽樣法，以大台北地區為主之顧客為研究調查對象。並於2012年1月至2012年2月進行問卷調查。總計發放360問卷，回收問卷數為345份，回收率95.56%，扣除填答不完整、遺漏或資料有效信度低的問卷，實際有效問卷總數320份，有效回收率88.89%。
	
研究結果主要如下:
一、自有品牌與製造商品牌在價格與非價格促銷不同組合方式下對消費者態度有顯著差異。
二、自有品牌與製造商品牌在價格與非價格促銷不同組合方式下對購買意願有顯著差異。
三、自有品牌與製造商品牌在價格與非價格促銷不同組合方式下對商品印象有顯著差異。

由本研究結果，建議零售通路業者在經營自有品牌這方面可多以價格促銷方式進行，並強化量販店業者自有商品的擺設地點及宣傳DM海報上的促銷方式，將可增加消費者對自有品牌商品之購買意願。另較不建議製造商品牌業者推出太多促銷活動，以免讓消費者懷疑其是否為劣質品影響消費者觀感外，亦傷害商品印象外也會對降低購買意願，故建議製造商品牌業者能夠多以強化產品品質來提高客戶購買意願。

Lately, it is more and more active in the management of the private brand at the retailer. Private brands can bring profits, nowadays, consumers are more familiar with private brands. The private brand already gradually influenced consumers’ purchase behaviors. Therefore in the hypermarket retailer the private brand and the manufacturer brand competition also tends to be the superheating. The purpose of this study is to investigate the consumer attitudes , purchase intention  and product image in the private brand and the manufacturer brand by different promotion way , the factors that influence it. In the hope to offer contribution to the development of the wholesale business.

This study adopted a survey research design, were collected Taipei area customer primarily for research investigation object.
1、The private brand and the manufacturer brand have the remarkable difference in the price with the non-price promotion different combination way under to the consumer attitudes.
2、The private brand and the manufacturer brand have the remarkable difference in the price with the non-price promotion different combination way under to the purchase intention.
3、The private brand and the manufacturer brand have the remarkable difference in the price with the non-price promotion different combination way under to the product image.

    According to the result of the study, it is suggested that the wholesale stores, to improve the customer wishes to purchase by price promotion way; on the side, to promote the location of the private product and the promotion way of the D.M and show bill. Another study also found that the manufacturing industry use too many promotion to be able to let consumer suspected whether it is low quality to affect the consumer impression, and to injure the product image and reduce the purchase wish. Therefore the suggestion manufacturer brand can strengthen the product quality to enhance the customer purchase wish.

第一章 緒論	1
第一節  研究動機與背景	1
第二節  研究目的	4
第二章  文獻探討	5
第一節  促銷活動	5
第二節  品牌及自有品牌	9
第三節  消費者態度	15
第四節  購買意願	16
第五節  商品印象	18
第三章  研究方法	20
第一節  研究架構與假說	20
第二節  研究變數操作性定義	22
第三節  問卷設計	25
第四節  抽樣設計	27
第五節  資料統計分析方法	28
第四章  資料分析結果	29
第一節  樣本結構分析	29
第二節  單因子變異數分析	33
第五章 研究結論與建議	42
第一節  研究結論	42
第二節  實務建議	46
第三節  研究限制與後續研究建議	49
參考文獻	51
中文部份	51
英文部分	53
網路部份	58
附錄：研究問卷	59

表目錄
表 2-1 各學者對促銷活動之定義 ................................ ................................ ................ 5
表 2-2量販店自有品牌整理表 ................................ ................................ .................. 11
表 2-3 各學者對自有品牌論點 ................................ ................................ .................. 12
表 3-1 消費者態度之 操作性定義表 ................................ ................................ ............ 23
表 3-2 購買意願之 操作性定義表 ................................ ................................ ............... 24
表 3-3 商品印象之操作性定義表 ................................ ................................ ............. 24
表 3-4 問卷發放與回收情形 ................................ ................................ .................... 27
表 4-1 受訪者之性別分配表 ................................ ................................ .................... 29
表 4-2 受訪者之 年齡 分配表 ................................ ................................ .................... 30
表 4-3 受訪者之職業類別結構分配表 ................................ ................................ .... 30
表 4-4受訪者之教育程度結構分配表 ................................ ................................ ...... 31
表 4-5 受訪者之平均月所得分配表 ................................ ................................ ........ 32
表 4-6 促銷情境 類型 ................................ ................................ ................................ 33
表 4-7 不同促銷情境類型對「 消費者態度」描述性統計量表 ............................ 33
表 4-8 不同促銷情境類型對「 消費者態度」ANOVA ANOVA ANOVA表 ................................ ..... 34
表 4-9 不同促銷情境類型 多重比較 對「 消費者態度」 SCHEFFECHEFFE CHEFFECHEFFECHEFFE表 ..................... 35
表 4-10 不同促銷情境類型對「購買意願」描述性統計量表 .............................. 36
表 4-11 不同促銷情境類型對「 購買意願」ANOVA ANOVA ANOVA表 ................................ ....... 36
表 4-12 不同促銷情境類型多重比較對「購買意願」 SCHEFFECHEFFE CHEFFECHEFFECHEFFE表 ....................... 37
表 4-13 不同促銷情境類型對「商品印象」描述性統計量表 ................................ 38
表 4-14 不同促銷情境類型對「商品印象」 ANOVA ANOVA ANOVA表 ................................ ....... 38
表 4-15 不同促銷情境類型多重比較對「商品印象」 SCHEFFECHEFFE CHEFFECHEFFECHEFFE表 ....................... 39
表 4-16 假說分析結果彙整表 ................................ ................................ .................... 41

VI
圖目錄
圖 3-1 1 研究架構 ………………………………………………………………… .20

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網路部份
1.	台灣家樂福網站 http://www.carrefour.com.tw/ 
2.	臺灣AC尼爾森市場調查機構網 http://tw.cn.nielsen.com/site/index.shtml
3.	美國自有商品協會 (Private Label Management Associarion, PLMA) http://www.plma.com/
4.	美國行銷協會 (American Marketing Association, AMA) http://www.ama.org.com/