Quality is consumers major concern when they purchase private labels.However,special factors which influence consumers quality perception remain underexplored.Based on cue utilization theory and congruity theory,this study investigates the effects of brand signature,manufacturer cues,and category characteristics on consumers purchase intention of private labels.To examine the research hypotheses,we conducted a questionnaire survey on 703 adult consumers who have purchased private label or want to buy private label.The results show that brand name,brand symbol,difficulty of producing,and search vs experience are have positive relationship with purchase intention,while consequence of making a mistake and quality variation are negatively related to purchase intention.The perceived quality partially mediates the relationship between search vs experience and purchase intention.In addition,consumers knowledge moderates the relationship between perceived quality and purchase intention.