摘要
本研究旨在探討以價格觀點探討消費者評選自有品牌消費關鍵因素之研究，經由相關文獻探討彙整並透過德爾菲法(Delphi method)、層級分析法(Analytical Hierarchy Process, AHP)來了解消費者對於自有品牌電器購買決策的關鍵因素。
本研究採問卷調查，針對持續購買及使用自有品牌家電的民眾，且熱衷推薦他人使用自有品牌商品者為範疇。問卷共發放45份，回收43份，無效問卷為3份，有效問卷為40份，回收率達95.5%，有效問卷率達88.8%。
研究結果顯示，探討價格彈性、商品涉入、服務補救對消費者評選自有品牌消費關鍵因素中，以價格彈性最具關鍵影響構面，商品涉入層面次之。其中前五大主要關鍵評估準則為顧客期望、刺激需求、情緒反應、配銷考量、結果公平。較不具關鍵因素則為程序公平、互動公平。
關鍵字：自有品牌、認知失調、社會交換、公平理論、層級分析法。
ABSTRACT
The purpose of the research is to understand the key factors of purchasing decision of consumers in perspectives on price in selecting private brand through the use of Analytical Hierarch Process (AHP).It will also implement a literature review method and a compilation of expert opinion in outlining the key factors of the consumer buying electrical appliances in private brand.
The use of an expert questionnaire method will be helpful to create an index that will ultimately be used with AHP gauge the effectiveness of purchasing decision. A total of 45 questionnaires were sent to the users who had more than five years experience buying and using electrical appliances in private brand. A total of 43 were returned，with 40 valid ones，for a total of 95.5% return rate, and 88.8% validity rate.
The result of this research showed the most important key is the price elasticity. Meanwhile，the prior consideration key factors is based on the indexes are as follows：customer expectations， stimulate demand， emotional， distribution considerations，fair result. The less critical indexes are procedural justice, interactional justice.
Keywords: Private Brand; Cognitive Dissonance; Social Exchange Theory; Justice Theory; Analytical Hierarchy Process
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