自有品牌在近年來已成為全球消費熱潮，消費者也逐漸提升對自有品牌的購買意願；隨著網路購物的興起，自有品牌產品已不局限於實體店面的販售，像是量販店、便利商店及藥妝店等，而逐漸興起便利性高的虛擬商店販售，像是目前最具規模的購物中心PayEasy。然而，消費者在不同的消費模式及環境下，對於網際網路所販售的自有品牌是否有有別於實體店面。因此，本研究參考過去學者所探討的實體販售自有品牌之文獻，採取最常被提出探討的購物意願因素，用以探討消費者對網路自有品牌之購物意願；而市場上的網路自有品牌因未達到普遍化，因此，在本研究則採用目前較具規模的購物中心PayEasy為研究案例。
研究結果發現，消費者對於PayEasy網路自有品牌與實體消費環境同樣具有明顯的主觀購買意識，而不同於過去易受到正面口碑的影響，但對於產品的正面品牌形象仍是十分的著重；而另個發現消費者對於PayEasy網路自有品牌的網頁設計及內容過於豐富、產品資訊、圖片美化過度，使得無法正面的影響消費者的購買意願。後續的學者及相關產業可參考本研究之建議，提升消費者的購買意願。

In recent years, the private brand has become a global trend as consumers are gradually improve their purchase intention on the basis of private brand; with the advent of online shopping, the product of private brand is not limited sold in physical stores, such as discount stores, convenience stores and drug and cosmetic shops. Instead, with more and more virtual store rise, the current largest shopping center is PayEasy. However, based on different consumption patterns and environment, consumer will decide the private own brand of internet is better than physical store or not. Therefore, this study refers to a few of scholars delving into the related literature of private own brand and summarize the most common shopping factors to explore online private own brand for consumer intention.Because the private brand of internet is not popular as expected, the study tends to adopt the case of PayEasy as conducted research.
According to study result, consumers have the same shopping intention between internet and physical store with respect to PayEasy, rather than word-to-mouth influence, which is a positive news for product brand; As for another issue of too many beautiful website designs, information, or picture, which may affect consumer to buy directly, a bundle of scholars suggest to refer to related recommendation of study, enhancing consumer purchase willingness.

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