本研究主要探討台中地區量販店消費者行為，使用問卷調查法，以量販店服務品質、自有品牌製造商形象與購物環境等因素，研究自有品牌知覺價值影響消費者對自有品牌商品的購買意願。本研究針對台中地區量販店隨機抽樣抽取賣場，發放問卷350 份，扣除無效問卷，有效問卷為283 份，研究結果發現服務品質、知覺價值與購買意願之關係皆呈現顯著的正向影響，量販店購物環境對知覺價值也具有顯著的正向影響，自有品牌製造商形象對知覺價值和購買意願則無顯著的正向影響，在人口統計變數方面與各變數也具有顯著差異。 根據研究結果顯示，服務品質與購物環境因素對於量販店的營運依舊佔有很重要的因素，而量販店購物環境也會影響消費者的知覺價值，最後知覺價值也會影響自有品牌的購買意願。 This study discusses the consumer behavior in hypermarkets in Taichung, adopting questionnaire survey based on factors such as service quality of hypermarkets, image of the private brand manufacturers, and shopping environment to study how perceived value of private brand influence consumers’ purchase intention. The research randomly selects hypermarkets in Taichung, distributing 350 questionnaires, 283 of which are valid questionnaires excluding invalid ones. The results show that there’s significant positive influence between service quality, perceived value and purchase intention. The environment of the hypermarkets has significant positive influence on perceived value as well while the image of private brand manufacturers has no significant positive influence on perceived value and purchase intention. In addition, demographic variables also have significant difference on every variable. According to the research results, service quality and shopping environment still have great impact on the management of hypermarkets, and the shopping environment of hypermarkets would also influence consumers’perceived value while the perceived value would influence the purchase intention of the private brand as well.
