回顧台灣的金飾產業發展，在80年代前，消費者對購買金飾品的想法多為「保值」大於「美觀」，且消費年齡層偏高，當時配戴金飾品多為象徵身份地位，較不在意造型和款式。然而自90年代，台灣在經歷所得提高及生活品質改善後，消費年齡層有逐年下降的趨勢。在許多年輕消費者的眼中，金飾品是可展現自我風格和生活品味的裝飾品，且較以往更注重外觀設計和精緻度。故在此情況下，金飾業者為轉型並保有原市場，便開始注重金飾品的造型設計、產品創新及做工精緻度等，也因此將大眾對金飾品有俗氣的印象，漸轉為金飾品是同時具備美感和財富的工藝產品，促使更多人願意花錢購買。
本研究以此思考作為出發點，研究對象為對金飾品具購買意願者，並以推敲概似模型為基礎，將產品屬性、參考群體、涉入程度及購買意願四個變數做探討，以了解消費者對金飾品的訊息處理方式會如何影響購買意願。此外，研究亦探討不同的金飾品涉入程度是否會在各變數間產生干擾效果。本研究透過網路問卷進行抽樣調查，共計回收450份有效問卷，經整理後採用統計軟體SPSS進行敘述性統計分析、信效度分析、變異數分析及迴歸分析等，以驗證研究假說。
研究結果顯示，產品屬性中除了便利性外，審美與獨特性皆對金飾品的購買意願呈顯著正向影響。參考群體中，則是資訊型影響、功利型影響及價值表現型影響皆會顯著正向影響消費者對金飾品的購買意願。而在加入涉入程度後，發現不論產品屬性的高或低，都不會影響消費者對金飾品的購買意願。而以參考群體來看，加入涉入程度後，不論資訊型影響和功利型影響的強或弱，也都不會影響消費者對金飾品的購買意願，唯在價值表現型影響與購買意願間具干擾效果，且對低涉入程度之消費者有較劇烈的負向影響。故根據本研究結果，建議金飾業者在設計金飾品時，應針對外觀、品質及新穎度多作考量，且針對三種不同類型之影響規劃出不同的行銷策略，以提高消費者對金飾品的購買意願。

Looking back at the development of gold accessory industry in Taiwan, before the 1980s, mostly consumers thought that buying gold accessory was to “maintain its value” than “beautify themselves”. At that time, people wore the gold accessory as a symbolic of status, which made them did not care much about its appearance design. However, since the 1990s, Taiwanese income has increased which improves the quality of life. More and more people can afford to buy the gold accessory, and young people become more caring about its design and quality. Therefore, in this situation, the jewelry stores begin to pay attention to the appearance design, innovation and exquisiteness of the gold accessory. From then on, people start to think the gold accessory as a craft product symbolizes beauty and wealth, which prompts more people to purchase it.
Based on elaboration likelihood model, this research object is “the person who has purchase intention of gold accessory”, and it discusses four variables, including product attribute, reference group, involvement and purchase intention, to study how consumers deal with the information will affect the purchase intention. Moreover, this research also discusses whether different degrees of involvement in gold accessory will have an interference effect among these variables. In this research, a total of 450 valid questionnaires are collected, and SPSS is used to do the statistical analysis.
The results show that in addition to convenience, both aesthetic and uniqueness of the product attribute have significant positive influences on purchase intention of gold accessory, and so does reference group. Besides, after entering involvement, the results show that only between value-expressive influence and purchase intention has a significant interference effect. Therefore, based on the results, the jewelry stores should consider the appearance, exquisiteness, quality and novelty when designing the gold accessory. Moreover, they should plan different marketing strategies for three different types of influences to increase potential consumers’ purchase intention.

論文審定書 ……………………………………....………....………………....…… i
誌謝 ..………………………………....………………………….......……......…... ii
摘要 ..………………………………………………………....…………...……..... iii
Abstract ………..…………………………………………………....………......... iv
目錄 ..………………………………………...……………………………….…..... v
圖次 ..…………………………………………....…………...……...…….....….... vi
表次 ..……………………………………………………...……..........…......…... vii
第一章 緒論 .....………………………….........……….................………...….. 01
第一節 研究背景與動機 …..……………………...……………......………....... 01
第二節 研究目的 ......…………………………………………….......……...….. 02
第三節 研究流程 ..……………….......…........................................………..... 02
第四節 研究範圍與限制 ……..……........……….......………….......…………. 03
第二章 文獻探討 ..………………………....……………………………………. 04
第一節 推敲概似模型 ..…………………….......…...…………............………. 04
第二節 產品屬性 ..…………...........………………………………...........……. 06
第三節 參考群體 ..………………………………………………….…..........…. 07
第四節 涉入程度 ..……………………………………………………...........…. 08
第五節 購買意願 ..…………………………………………………...........……. 10
第三章 研究設計 ..………………………………………………....……………. 11
第一節 研究結構 ..………………………………………..........…….....………. 11
第二節 研究模式 ..………………………………………………...........………. 12
第三節 研究方法 ..……………………………………………...........…………. 17
第四章 實證分析 ..………………………………………………………………. 19
第一節 實證資料描述 ……………..………………........…....……......………. 19
第二節 產品屬性對金飾品購買意願之影響 ..………….........…….......…..…. 26
第三節 參考群體對金飾品購買意願之影響 …………………….......…..……. 30
第四節 涉入程度對金飾品購買意願之干擾效果 ..……………….......………. 33
第五節 實證結果彙整 ..………………………………………….......…………. 42
第五章 結論與建議 ..……………………………………...………………....…. 43
第一節 研究結論 ..……………………………………………….......…………. 44
第二節 研究建議 ..……………………………………………….......…………. 48
第三節 管理意涵 ..……………………………………………….……......……. 50
參考文獻 ..………………………………………………….........………………. 52
附錄 正式問卷 ..………..…………………....…..………………………………. 55

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