Impacts on Jewelry Appraisal Towards Brand Image and E-commerce

• Main Authors: Zhi-Ren, Yeh, 葉智仁
• Other Authors: CHANG,TING-CHANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/tkj6qu

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 106 === In the past, precious metals were bought for its preserved value. Currently, the jewelry has become a symbol of luxury fashion instead of the wealth power. According to the current industry, the average consumers often have difficulty identifying the quality and value of jewelry. Facing the changes in the trend of jewelry industry consumption, brand awareness is the only purchasing indicator. Consumers may be in favor of certain particular brand for future purchase. In the process of trading jewelry, jewelry evaluation has always been carried out by the jewelry operators. The issue of how to conduct jewelry identification is relatively scarce in academia. There are relatively few academic works, such as exploring the business model, marketing strategies of individual companies, empirical analysis of marketing stimulus to brand attitude and spectrum research of jewelry, and discussing the brand image, service quality and customer satisfaction of the jewelry industry. However, no study on the brand image and e-commerce jewelry value is discussed. This study used a method of interviewing to let respondents express their own subjective opinions, their modes of operation and their views on the brand images with the impact of e-commerce on jewelry appraisal.