腕錶的發明，讓大眾可以隨時精確的掌握時間，不會錯過任何一個重要時光。然而在這個手機比腕錶方便的世代，為什麼消費者還願意購買腕錶？根據2016年香港貿易發展局針對中國腕錶市場的調查顯示，消費者配戴腕錶的主要原因可分為「表現個人品味/形象」、「單純喜歡腕錶」、「配件、裝飾」以及「確認時間」。
由於腕錶市場玲瑯滿目，為了探討消費者選擇腕錶的契機與意圖，本研究參考相關文獻並假設幾項構面進行探討，分別為「品牌意識」、「感知質量」、「品牌喜愛」、「品牌聯想」、「品牌忠誠度」與「品牌購買意圖」，並利用線上問卷系統Survey Cake針對網路腕錶社團及社群軟體使用者進行資料蒐集，最後獲得288份數據，經確認後有效問券為100%，資料蒐集完畢後將其編碼，並利用SPSS統計軟體進行數據分析。
研究結果顯示，「品牌喜愛對品牌忠誠度」、「品牌聯想對品牌忠誠度」以及「品牌忠誠度對品牌購買意圖」有正向的影響力。同時亦得知，「擁有腕錶數量」對於「品牌意識」、「品牌喜愛」、「品牌聯想」、「品牌忠誠度」和「品牌購買意圖」等構面有一定的影響力；而「性別」、「年齡」、「職業」和「腕錶配戴頻率」並不會影響「品牌忠誠度」和「品牌購買意圖」。

The invention of the watches allows people to master the time accurately and without missing any important time. However, in this generation, mobile phones are more convenient than watches, why consumers still willing to buy watches? According to the 2016 Hong Kong Trade Development Council's (HKTDC) survey of Chinese watch market, the main reasons for consumers to wear watches can be divided into "presenting personal taste/image", "Just fondness for watches", "As an accessory, " and "To make sure what time it is".
As the watches market is full of various brands, in order to explore the reasons and intentions of consumers to choose watches, this study refers to the relevant literature and assumes several aspects of the discussion, "brand awareness", "perceived quality", "brand fondness", "brand associations", "brand loyalty" and "brand purchase intention" are discussed in the research. The final results show that “brand fondness” and “brand association” have a positive influence on “brand loyalty” and “brand loyalty” have a positive influence on “brand purchase intention”. It is also known that "the owned quantity of watches" has a certain influence on the facets such as "brand awareness", "brand fondness", "brand association", "brand loyalty" and "brand purchase intention"; "Gender", "age", "occupation" and "watch wearing frequency" do not affect "brand loyalty" and "brand purchase intention"

論文審定書 i
致 謝 ii
摘要 iii
Abstract iv
目 錄 v
圖 目 錄 vii
表 目 錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 品牌意識 4
第二節 感知質量 5
第三節 品牌喜愛 5
第四節 品牌聯想 6
第五節 品牌忠誠度 6
第六節 品牌購買意圖 7
第三章 研究設計 8
第一節 研究架構 8
第二節 操作型定義 9
第三節 問卷架構 11
第四章 資料分析與討論 13
第一節 樣本特性分析 13
第二節 敘述統計分析 18
第三節 信度分析 21
第四節 效度分析 24
第五節 研究構面之相關分析 30
第六節 品牌忠誠度分析 35
第七節 品牌購買意圖分析 37
第八節 人口統計變數分析 40
第五章 結論與建議 49
第一節 研究結論 49
第二節 管理意涵 52
參考文獻 54
附錄：問卷內容 58

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三、 網路
香港貿易發展局 HKTDC，2018，「中國手錶市場概況」，http://china-trade-research.hktdc.com/business-news/article/%E4%B8%AD%E5%9C%8B%E6%B6%88%E8%B2%BB%E5%B8%82%E5%A0%B4/%E4%B8%AD%E5%9C%8B%E6%89%8B%E9%8C%B6%E5%B8%82%E5%A0%B4%E6%A6%82%E6%B3%81/ccm/tc/1/1X000000/1X002MSE.htm