| Summary: | 碩士 === 淡江大學 === 管理科學學系 === 90 === In recent years,retailers developed PLB which were viewed as a future trend.At present,the retailers in our country have aggressively developing PLB categories of their own.Among the reasons of PLB''s success,we find out the factors including consumer''s price consciousness,perceived risk,perceived price-quality association,price unfairness of national brands,and attitude toward retailers are important to consumer''s purchase intention from literature.
We use LISREL 8.3 to examine the relationships between these perceived variables and consumer''s PLB purchase intention , across eight different product categories.Our findings shows that perceived risk and perceived price unfairness of national bradns are significant antecedents of consumer price consciousness.Additionally,we show that perceived risk and attitude toward retailers have a significant effect on private label purchase in some categories.
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