在競爭激烈的零售產業中，台灣大型通路持續增加對自有品牌的投資，企圖透過差異化商品提高顧客黏著度，以及追求毛利的提升。當消費者對通路自有品牌的接受度逐年提升的同時，價格仍是多數消費者主要的購買決策因素。
本研究旨在探討女性消費者對於藥妝通路自有品牌護膚品的態度及偏好，藉由計畫行為理論，將通路商在開發商品過程中可控制之三項因素-產地來源國、產品宣稱、及品牌聯名列為前置變數，研究這三者對於個人的態度、主觀規範及知覺行為控制的影響，進而探討哪些變數會影響顧客購買意願的提高，以及願意支付更多價格。希望研究之驗證結果，能提供並有助於大型藥妝通路對於自有品牌護膚品發展策略之參考，以期達到提高消費者的購買意願，進而極大化通路之銷售業績及毛利。
研究結果顯示，當自有品牌護膚產品的強化透過產地來源國、產品宣稱與品牌聯名的作用，可有效地達到消費者購買意願的提高，並且對於願付價格的提高也同時獲得顯著的正向影響。

In the highly competitive retail industry, Taiwan's large-scale channels continue to increase investment in own brands, attempting to increase customer adhesion through differentiated products, and increasing gross profit. While consumers' acceptance of the channel's own brands has increased year by year, prices are still the main purchasing decision factor for most consumers.
The purpose of the study aims to explore the attitudes and preference of female customers toward the own brand skin care products of the health and beauty retailers. Base on the “Theory of Planned Behavior,” in which three controllable factors, country of origin, product performance claim and co-branding, set as antecedent variables, to study the effects of these three on attitudes, subjective norms, and perceived behavioral control. Further, linking these data to explore how consumer’s willingness and perceive prices can be effectively improved by each controllable factor. It is hoped that the results of the research can provide references of the own brand product development strategies for the large-scale health and beauty retailers, and therefore, to increase consumers' willingness to purchase, thereby maximizing revenue and profit.
Theoretically, the data of study results can be explained that when the own brand skin care products adopted above three controllable factors to strengthen products, actually can stimulate customers’ purchase intension, and increasing the prices customers willing to pay.

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