| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 103 === In recent years, there has been growing acceptance of jewelry bouquet, which has long been popular in Europe and America. The main difference between the traditional wedding flower bouquet and jewelry bouquet is that the latter combines jewelry of all kinds of material and creative design from the couple making the bouquet a unique, stun-ning, and memorable wedding spotlight. Nevertheless, whether or not the creative style and innovative feature of the jewelry bouquet can win acceptance from the majority of unmarried women has become an interesting research topic.
Therefore, this research examines the impact of subjective norm, perceived behavioral control and innovativeness on unmarried women’s acceptance of the jewelry bouquet. This research collected 329 valid questionnaires, which were analyzed by using the descriptive statistics analysis, t-test, ANOVA, and regression analysis. The results indicated thatsubjective norm, perceived behavioral control and innovativeness all have significant positive impact on the willingness of adoption while subjective norm was the main contributing factor. Moreover, consumers’willingness to adopt fell between ordinary and willing to use. Ribbon jewelry bouquet was the favorite, followed by gauze jewelry bouquet. The most preferred bouquet style was waterfall with colors that matched the wedding gown; while the accepted prices ranged from NT$1,001 to NT$3,000.
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