The main purpose of this study is to examine the display proportion of private brand influence on store image. On the other hand, whether the effect have differences in the different channel types or not. The survey is based on the display proportion of private brand and channel type of selected four kinds of retail stores, including the 7-11 convenience store, family mart convenience store, carrefour hypermarket and a.mar hypermarket. The study receive 328 questionnaires. T-test and TWO-WAY ANOVA is using to analyze data. The result of this study shows that proportion of the different re-tailers private brand has significant effects on the Product selectivity and Store atmos-phere, display more of private brand has more significant effects. In addition, under dif-ferent channel types, consumer emphasis on store has significantly different, as for the Product selectivity and discount part, hypermarket markets is better than convenience store. At the part of the interaction effect of the two independent variables, as for the Product selectivity effect, 7-11 convenience store has more than carrefour hypermarket, family mart convenience store and a.mar hypermarket.
