由本研究結果，建議零售通路業者若想要提高顧客購買意願，可從提供完善舒適的購物環境及建立良好的商店形象，並加強完善的售後服務，以增進顧客購買意願進而提升顧客的回購率。另研究也發現消費者已能接受自有品牌商品，故廠商若能嚴加管控自有品牌商品之品質，將能大大提升自有品牌商品之銷售量。 Lately, it is more and more easier to find private products in the retail environment in Taiwan.Private brands can bring profits, nowadays, consumers are more familiar with private brands;therefore have made significant inroads into retail industry and influenced consumers’ purchase behaviors. The purpose of this study is to investigate the consumer’s purchase intention toeard retail store brands , 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 COSTCO member in COSTCO store of sigi’s retail stores. 1、Perceived brand image of retail store would influence consumer’s purchase intention. 2、Better store image can not only reduce consumer but also promote quality of store brand products. 3、Furthermore consumers who have higher perceived quality would have higher purchase intentions toward retail store brands.
According to the result of the study, it is suggested that the wholesale stores, if want to improve the customer wishes to purchase, can provide better shopping environment and establish a good image of the store, and to provide comprehensive after-sales service, to enhance customer purchase intentions.
Another study also found that consumers have begun to accept its own brand products, Therefore, strictly control the quality of own-brand products will greatly enhance its own brand of sales.