| Summary: | 碩士 === 東海大學 === 國際貿易學系 === 102 === With the increasing number of private brands of retailers, merchandises became more diversified. Numerous retailers launch “affordable and quality” private brands to cater to consumers’ needs, and thus increase their sale figures. Therefore, this phenomenon prompts this study to understand the factors which affect consumers to purchase private brands. The study started with brand familiarity which is accumulated by consumers when they address external information and uses LISREL structural equations to explore how to influence consumers’ perceived risks, perceived values and brand relationship. Next, this study analyzes the effects of the above variables on purchase intention of private brands. Finally, the study uses endorsers to examine whether the effects of perceived risks, perceived values and brand relationship on purchase intention of private brands are moderated. The result shows that brand familiarity significantly has a negative impact on perceived risks but positively affects perceived values and brand relationship. Further result indicates that perceived risks adversely influence purchase intention while perceived values and brand relationship have a significant and positive effect on purchase intention. In the end, endorsers negatively moderated the effect of perceived risks on purchase intention but positively moderated the effects of perceived values and brand relationship on purchase intention.
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