| Summary: | 碩士 === 東海大學 === 國際經營與貿易學系 === 103 === This study reviews the relevant literature and examines the factors of store image, consumer innovativeness, and word of mouth (WoM) reputation that influence consumer perceived risks, attitudes towards private brands, and analyze the influence on purchase intention for private brands. Finally, this study looks at whether the image of the country-of-origin and product type moderates the effects of perceived risk and attitude towards or purchase intention for private brands. The population for this study includes consumers who have actually purchased private brands. A total of 410 questionnaires were distributed with 403 valid questionnaires collected. The study found that store image has a negative influence on perceived risk and a positive influence on consumer attitudes toward private brands. Consumer innovativeness and WoM reputation has a positive influence on attitudes toward private brands, but there were no significant influence on perceived risk. Perceived risk and attitude toward private brands have significant influences on purchase intention. Finally, the image of the country-of-origin and product category has a negative moderating influence on the effect of consumer perceived risk on purchase intention, but has no significant moderating influence on the effect of attitudes towards private brands on purchase intention.
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