本研究據相關文獻萃取出以價格面、品質面與零售商面三種主要的來源為影響私有品牌商品購買行為的因子、包括知覺風險、知覺價格-品質的關聯性、知覺全國性品牌價格之不合理。進一步建構知覺風險、知覺價格-品質的關聯性、知覺全國品牌價格之不合理、價格意識與私有品牌購買意願關係之理論模型，用以驗證私有品牌商品的購買行為。為了建立較為一般化的模式，本研究透過八種不同產品種類，並利用LISREL路徑分析，驗證這些變數與私有品牌購買意願間的關係，對於過去分歧的私有品牌的研究作一綜合性的整理。本研究最後並提出相關的結論與研究涵意供未來研究參考。
This research develop a compressive framework (including the price, quality and distributor dimensions) for understanding the relationship among consumer price consciousness, perceived risk, perceived price-quality association, price unfairness of national brands, and attitude toward retailers. LISREL is applied to examine the relationships between these variables and consumers PLB purchase intention. Our findings shows that perceived risk and perceived price unfairness of national brands are significant antecedents of consumer price consciousness. Additionally, we also show that perceived risk and attitude toward retailers have a significant effect of private label purchase in some categories. Conclusion and further suggestions are also developed.
