通路商自有品牌近年來憑藉高品質及低價格快速成長。自有品牌在缺乏行銷預算的情況下，有賴於網路科技的發展改變了消費者的制定購物決策的方式，消費者開始參考網路評論以輔助購買決策的制定，也因此更容易接觸到自有品牌的資訊。除此之外，網路科技的發展也使消費者更容易分享自己或追蹤他人的生活，促使消費者對自己採用的品牌更加要求。
本研究透過SPSS 21統計軟體進行敘述性統計、信度、效度、迴歸分析，以了解消費者購買自有品牌商品時的考量因素對購買意願的影響為何。另外，考慮到不同年齡層的消費者使用網路科技的方式、熟練程度不盡相同，本研究以網際網路剛發展的Y世代作為年齡分界將消費者分為兩族群，探討此兩群消費者在考量購買自有品牌商品時的考量因素受到網路評論的影響程度是否有所不同，並得到以下結果：
1.自有品牌品質層級對消費者購買意願有正向影響。
2.社會知覺風險對購買意願有正向影響。
3.網路評論採用對購買意願有正向影響。
4.對於40歲以下的消費者，網路評論採用作用於購買意願有正向影響。

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