The Empirical Research on Retailer´s Self-Owned Brand Purchase Intentions

The development of retailer´s self-owned brand develops faster in recent years. More and more consumers choose the products with the private brand. This paper makes an empirical research by taking Watson for example; construct a model of the impact factors of the private brand´s purchase intention, verifies the influence of the store image, brand image; perceive risk, and perception value four variables on the purchase intention of the retailer´s self-owned brand.