Taiwan's private brand market is highly competitive. Has become the retailers products weapon. Cause consumers have more choice on private brand products. But now private brand at a low price will be able to win the hearts of consumers. Retailer private brand compete against each other the results are in exchange for the consumers do not believe. The minds of consumers persist in the cheap does not mean good product. Forcing consumers to regain confidence, must be created from a private brand value. The purpose of this study is to investigate the relationship between its private brand equity and Consumer purchase intention. Consumer purchase intention is often affected by the impact of perceived value.
The data used for this study were collected through random sampling. Range in Taipei shops or shopping malls nearby, and part of the online questionnaires. In total of 390 questionnaires were distributed and 339 successful copies returned, that is 86.92% of return-in rate.
This study found that: (1)The retailer's private brand equity significantly impact consumer purchase intention. (2)The retailer's private brand equity significantly affect consumer perceived value. (3)The perceived value is the intermediary effect of the retailer's private brand equity and consumer purchase intention. Finally, the results of this study provide the basis of the retailers as a reference.
