【中文摘要】 目前，中国珠宝行业仍然处于一种分散竞争的状态，以全球珠宝巨鳄戴比尔斯为代表的外商、几大港资品牌珠宝企业、以及新近崛起的若干国内珠宝厂商，在市场中都未占据绝对优势。中国珠宝行业已进入以塑造企业形象为特征的品牌化发展阶段，亟待通过资源整合出现大型的企业集团，以发挥规模效应。在产品结构方面则由钻石、铂金和镶嵌饰品呈现出三足鼎立之势，黄金饰品的销量则有下降趋势。珠宝作为奢侈消费品的一个代表，近几年的销售业绩一直保持着快速发展的势头，随着人们生活水准和消费理念的转变，人们对珠宝的需求会越来越大。但是珠宝产品在销售者和购买者之间通常拥有不对称讯息，造成了消费者对珠宝购买还有疑虑。因此如何在竞争中把握商机，如何制定有效的珠宝行销方案增强顾客的购买意愿已成为国内珠宝商普遍关注的焦点。 知觉价值之研究已受到学者及实务界广泛的重视，但是把知觉价值应用在珠宝领域的研究却很少。本文将以消费者行为相关理论和讯号理论(signal theory)为基础，通过问卷调查，采用单因素和多因素的分析方法对珠宝知觉价值与消费者购买愿意的关系进行研究。一方面考虑珠宝的品质、价格、品牌、保证及服务对消费者购买行为之影响，另一方...更多面从消费者自身的消费条件层面，分别研究了不同消费背景的消费者的购买意愿与珠宝知觉价值中的品质、价格、品牌、保证及服务之间的关系。 为扩大研究结果的适用性，本研究将以一般消费大众为研究对象，在台湾省范围内，以人员调查的方式针对具有购买珠宝意愿的成年人进行了问卷调查。论文按照发现问题——分析问题——解决问题的思路主要研究了三个方面的内容。 1、知觉、知觉价值及购买意愿等相关理论的研究应用。包括相关知觉的认识，珠宝知觉价值的理论研究，影响购买意愿的知觉因素的研究。 知觉是个体选择、组织、及诠释刺激，并赋予其意义的历程。因消费者依据知觉结果制定决策，而非客观事实，所以，行销人员应尽可能了解消费者的知觉世界。消费者所知觉的绝大多数刺激，是高于意识水准之上，但亦可能在低于意识水准的情况下，知觉到相当微弱的刺激。消费者基于自己的期望、动机，与刺激本身等因素，由环境中选择欲知觉的刺激。 Monroe and Krishnan(1985)认为消费者的偏好或选择决定于他们如何评估所获产品的品质(利益)和相对付出的成本或牺牲；亦即消费者的知觉价值(perceived value)代表他们自产品所获得的知觉品质(或利益)相对于价格支出所知觉的牺牲二者间的权衡，即 

【英文摘要】 At present, jewelry of China is still dispersive. Domestic jewel business including of foreign merchant, on behalf of DeBeers, a few of Hong Kong jewelry business, and new jewelry merchants don't occupy extremely outstanding. Jewelry of China hope to disappear huge group by resource integration, to scale effect. On the side of product instructure, three of diamond, platinum and beset accessories are opposite. Selling of gold accessories discreates. at the same time ,the producing and consumption of jewelry accessories also develop to two directs. Drawing into new management concepts, designing new style, and adopting new producing skills are the require of market, are also the path of winning in the contrary of 21th..As the developing of market economy, traditional keeping value function is gradually substituted by taste, fashion and enjoy.Jewel as luxury consumption, sale achievement is keeping developing fast. The elements is relating theories, it studies the relation of feeling valu...e and buying inclination for jewel. On the hand of advisement is influence to quality, price, brand, guarantee and service for buying action, on the other hand, studying is the raltiong of quality ,price ,brand , guarantee and service. Through questionnaire investigation, collecting relating data, using many statistics analysis and demonstration study methods, some concrete study achievements.Study brings up the feasibility advice through finding question ------analyzequestion------resolve question, the study object is the masses. Study scale is Taiwan area withmore developing economy. By personal investigation method, investigation object is adult with inclination for jewel to exalt the outside validity of study result.There are three sides of content:One is study applied of relating theories feeling ,feeling value and conclination . Including knowing relating feeling ,theory study of jewel feeling value,study of influence inclination.Felling is a process of choosing ,organization and explaining exciting,and giving meaning.Because consumers make decision by feeling ,not object facts, salesmen should know their feeling as possible. Consumers feeling are almostly above consciousness ,also low ,consumers choose the feeling exciting among the conditions based on their expectation, motives and exciting. 

【中文关键词】 珠宝; 知觉; 知觉价值; 购买愿意; 讯号理论; 效度
【英文关键词】 jewel; perception; perceived value; buying inclination; signal theory; validity