價格是消費者之購物決策考慮之要素，因此了解及估算消費選擇之價格效果為市場分析及經濟研究之重要課題。本實證研究利用A.C.Nielsen 的家戶消費資料，分析美國消費者於2005-2008 年間對食品雜貨之異質商家型態選擇，並探討價格如何影響消費者之決定。混合多項邏輯模式之迴歸分析結果顯示，相對於一般的消費族群而言，高價特質商家之消費族群對價格認知較無差異。此外，結果亦顯示，不同所得水平的消費群對價格的敏感度不同，相對低收入家戶而言，高所得家戶對價格較不敏感。本實證方法與結果有助於異質偏好消費者對異質商家型態消費選擇之價格效果的了解。

Price is a key to consumer’s shopping decisions. Therefore,understanding and estimating price effect on consumer shopping behavior is constantly of concern in marketing analysis and economic research. This empirical study employed the A.C. Nielsen Homescan Data to examine consumers’ grocery shopping across qualitydifferentiated store formats and the impacts of prices on consumer store format choice decision in a non-coastal U.S. City during 2005-2008.Results from the Mixed Multinomial Logit regression show that the price effect on consumer store format choice varies among formats, and the variation in price effect is smaller among the high-end format’s shoppers than among the general formats’ shoppers. In addition, the results show that the price effect varies among consumers of different income levels,and the richer is less price sensitive compared to the poorer. The method and results from this empirical study provide useful insights for understanding the effect of prices on choosing where to shop in a mar et with preference heterogeneous consumers and quality differentiated retailers.