因景氣提升，精品購買增加，精品珠寶在五年間複合成長率是產業中最高，因此本研究以品牌聯盟策略中的聯合品牌為研究基礎，探討消費者對於精品珠寶品牌之聯合品牌的品牌評價對於購買意願的影響，納入知覺配適度為調節變項，以虛擬環境探討購買意願。本研究利用實驗設計與便利抽樣方式發放問卷再以SPSS檢測迴歸，結果發現：（1）精品珠寶品牌聯名時皆會提升消費者購買意願，（2）透過知覺配適度情境操弄，顯示兩個聯合品牌之品牌概念一致性高時顧客有較高購買意願，（3）兩者產品類別相似度較低時顧客可能會感興趣有較高購買意願，（4）若考量聯合品牌價值及品質則接受產品類別相似度較高的聯合品牌，根據結果提出理論及實務意涵及建議供日後參考。

With economic prosperity rising, Taiwanese purchasing intention for luxury goods increase gradually. This study aims to use co-branding strategy to investigate consumer's brand evaluation with its purchase intention. Besides, this study explores the perceived fit of the co-branding as a moderator.
This study utilized a experimental method, using a convenience sampling method of the questionnaire, and used software SPSS 22.0 to progress the regression analysis. The result indicated that: (1) boutique jewelry brand with co-branding will enhance the purchase intention; (2) takes perceived fit of the co-branding into consideration, the results showed that the brand concept consistency is higher when consumers have a higher purchase intention; (3) if product feature un-similarity, consumers may feel interest and thus have a higher purchase intention; (4) However when consumers are consider its value and quality, they are willing to accept products in category of high similarity of co-branding, This study also provided theoretical and, practical implications, and suggestions for future research reference.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究範圍 6
第五節 研究流程 8
第二章 文獻探討 10
第一節 精品珠寶產業 10
第二節 聯合品牌 12
第三節 品牌評價 16
第四節 知覺配適度 20
第五節 購買意願 22
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假說推演 26
第三節 研究變數的操作型定義與衡量 28
第四節 問卷設計及資料蒐集方法 32
第五節 資料分析方法 33
第四章 研究結果 35
第一節 敘述性統計分析 35
第二節 信度與效度分析 49
第三節 T檢定及變異數分析 53
第四節 相關分析 58
第五節 迴歸分析 60
第六節 研究結果 63
第五章 結論與建議 65
第一節 結論 65
第二節 管理意涵 67
第三節 研究限制及未來研究建議 69
第六章 參考文獻 70
第一節 中文部分 70
第二節 英文部分 71
第三節 網路資料 77
附錄 79

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