人造鑽石近年來在市場上大放異彩，人們對於非天然鑽石產品的接受度愈來愈高，國內外的小眾品牌也一一出現。其訴求環保、永續，但卻擁有同等、甚至更勝於天然鑽石的美麗，並以更低廉的價格就能取得。然而目前對於人造鑽石的消費者研究非常稀少，因此本研究想了解台灣消費者及潛在消費者，對於構成人造鑽石購買意圖的相關變數。
本研究以計畫行為理論為基本架構，自變數為環境關注、中介變數為功利價值和享樂價值、應變數為購買意圖，虛榮心和社會價值則為調節變數，試圖探討其在功利價值及享樂價值對購買意圖之間的調節效果。問卷以線上方式進行，蒐集來自臺灣地區之人造鑽石消費者及潛在消費者的回應，一共蒐集475份問卷，有效問卷共406份。確認模型架構皆符合標準要求，再進一步使用統計套裝軟體進行數據分析及假說驗證。
分析結果發現，環境關注與享樂價值為正相關；功利價值、享樂價值與購買意圖為正相關，且享樂價值在環境關注與購買意圖間具有中介效果。部分假說檢定不成立，如環境關注與功利價值關係為正相關；功利價值在環境關注與購買意圖間具有中介效果，虛榮心及社會價值的調節效果之假說也皆不成立。
本研究透過引入環境關注，豐富了計畫行為理論中的因素。針對假說不成立部分，本研究提出消費者首先重視的是人造鑽石的永續性及因而產生的愉悅感，但不一定會反映在功能性之認同上。虛榮心和社會價值在本研究中無調節效果，推測因價值對購買意圖之影響已足夠強烈，其可能通過不同的途徑影響購買意圖。建議現階段業者致力宣傳人造鑽石的綠色無污染的特性，並重視其可為消費者帶來的享樂價值，以此行銷。
本研究彌補了目前人造鑽石消費者行為研究的稀缺，但仍有很長的路要走，亦提出相關研究限制和建議供未來研究人員參考，期望未來的研究更臻完善。

In recent years, synthetic diamonds have gained significant popularity in the market, with increasing consumer acceptance of non-natural diamond products. In addition to well-known brands, numerous niche brands have emerged and promoted synthetic diamonds as environmentally friendly and sustainable, while offering equal or even superior beauty compared to natural diamonds at lower prices. However, consumer research on synthetic diamonds remains scarce. This paper explores the factors that influence Taiwanese consumers' purchase intentions towards synthetic diamonds.
Utilizing the Theory of Planned Behavior, the study uses environmental concern as independent variable, utilitarian value and hedonic value as mediating variables, and purchase intention as dependent variable. Vanity and social value are moderating variables between utilitarian and hedonic values and purchase intention. The data collection of the study was conducted online, targeting consumers and potential consumers of synthetic diamonds in Taiwan. A total of 475 questionnaires were collected, with 406 valid responses. Next, using the statistical methods to confirm that the proposed research model fit well.
The study enriches the Theory of Planned Behavior by introducing environmental concern as an antecedent variable. For the unsupported hypotheses, this study suggests that consumers primarily value the sustainability and resultant pleasure of synthetic diamonds, which may not necessarily reflect in their recognition of the diamonds' functional attributes. Vanity and social value show no moderating effects in this study, possibly because the impact of values on purchase intention was already sufficiently strong, and they might influence purchase intention through different pathways. At current stage, it is recommended that the industries focus on promoting the green and sustainable characteristics of synthetic diamonds. Emphasizing the hedonic value that synthetic diamonds can bring to consumers.
This research fills a gap in the existing research on consumer behavior towards synthetic diamonds, but there’s still a long way to go. It also outlines the limitations of the current research and provides suggestions for future studies, aiming to enhance understanding in the field of synthetic diamonds.

論文審定書 i
誌 謝 ii
中文摘要 iii
Abstract iv
目 錄 v
圖 次 vii
表 次 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 4
第二章 文獻探討 5
第一節 人造鑽石的發展與應用 5
第二節 計畫行為理論 8
第三節 變數介紹 11
第四節 假說推導 18
第三章 研究方法 23
第一節 研究架構 23
第二節 資料蒐集方法與研究樣本 24
第三節 研究假說彙整 28
第四節 變數衡量工具 29
第五節 統計分析方法 37
第四章 實證結果分析 39
第一節 模型檢測 39
第二節 相關分析 41
第三節 假說檢定 41
第五章 結論與建議 61
第一節 研究分析結果 62
第二節 研究意涵 64
第三節 研究限制與未來研究建議 67
參考文獻 68
附錄一：問卷 77

一、英文文獻
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41.
Aiken, L. S., & West, S. G. (1991). Multiple Regression: Testing and Interpreting Interactions. Newbury Park: Sage.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888–918.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Akram, Umair., Junaid, Muhammad., Zafar, Abaid Ullah., & Li, Zhiwen., & Fan, Mingyue (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational?. Journal of Retailing and Consumer Services, Elsevier. vol. 63(C).
Ahmad, S.N.B., & Juhdi, N. (2010). Consumer’s perception and purchase intentions towards organic food products: Exploring attitude among Malaysian consumers.
Arbuthnot, J., & Lingg, S. (1975). A comparison of French and American environmental behaviors, knowledge, and attitudes. International Journal of Psychology, 10(4), 275–281.
Arthur-Holmes, F., Busia, K. A., Vazquez-Brust, D. A., & Yakovleva, N. (2022). Graduate unemployment, artisanal and small-scale mining, and rural transformation in Ghana: What does the 'educated' youth involvement offer?. Journal of Rural Studies, 95(4), 125-139.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644.
Bansal, P., & Roth, K. (2000). Why companies go green: A model of ecological responsiveness. Academy of Management Journal, 43(4), 717–736.
Barenblitt, A., Payton, A., & Lagomasino, D. (2021). Ghana annual conversion to gold mining 2007-2017 and total conversion up to 2019. Mendeley Data, V2.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2, 159-170.
Bamberg, S. (2003). How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 23(1), 21–32.
Bei, L. T., & Simpson, E. M. (1995). The determinants of consumers’ purchase decisions for recycled products: An application of acquisition-transaction utility theory. In Kardes, F. R., & Sujan, M. (Eds.), Advances in Consumer Research, 22, 257-261.
Becker, L. J. (1978). Joint effect of feedback and goal setting on performance: A field study of residential energy conservation. Journal of Applied Psychology, 63(4), 428–433.
Bishop, D. M., & Frazier, C. E. (1984). The effects of gender on charge reduction. Sociological Quarterly, 25(3), 385-396.
Biswas, A., & Roy, M. (2015). Green products: An exploratory study on the consumer behaviour in emerging economies of the east. Journal of Cleaner Production, 87, 463-468.
Bloch, P. H., & Bruce, G. D. (1984). Product involvement as leisure behavior. In Kinnear, T. C. (Ed.), Advances in Consumer Research, 11, 197-202.
Bloch, P. H., & Richins, M. L. (1992). You look "mahvelous": The pursuit of beauty and the marketing concept. Psychology & Marketing, 9(1), 3–15.
Boksberger, P. E., & Melsen, L. (2011). Perceived value: A critical examination of definitions, concepts and measures for the service industry. Journal of Services Marketing, 25(3), 229-240.
Brandão, A., & Costa, C. (2021). Extending the theory of planned behaviour to understand the effects of barriers towards sustainable fashion consumption. Journal of Retailing and Consumer Services, 60, 102-487.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen and J. S. Long,eds. Testing structural equation models. Newbury Park. CA: Sage, 136-162.
Buerke, A., Straatmann, T., Lin-Hi, N., & Müller, K. (2017). Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior. Review of Managerial Science, 11(4), 959–991.
Cash, T. F., & Brown, T. A. (1987). Body image in anorexia nervosa and bulimia nervosa: A review of the literature. Behavior Modification, 11(4), 487–521.
Caniëls, M. C. J., Lambrechts, W., Platje, J., Motylska-Kuźma, A., & Fortuński, B. (2021). Impressing my friends: The role of social value in green purchasing attitude for youthful consumers. Journal of Cleaner Production, 303, Article 126993.
Chen, Y., & Chang, C. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Eribaum.
Crowley, A. E., Spangenberg, E. R., & Hughes, K. R. (1992). Measuring the hedonic and utilitarian dimensions of attitudes toward product categories. Marketing Letters, 3, 239–249.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.
de Brito, M. P., & Dekker, R. (2004). A framework for reverse logistics. In Dekker, R., Fleischmann, M., Inderfurth, K., & Van Wassenhove, L. N. (Eds.), Reverse Logistics. Springer, Berlin, Heidelberg.
Dickson, P. R., & Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. Journal of Marketing, 54(3), 42-53.
Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12, 87-90.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307-319.
Dunlap, R. E., & Van Liere, K. D. (1978). The “New Environmental Paradigm.” The Journal of Environmental Education, 9(4), 10–19.
Eggert, A., & Ulaga, W. (2002). Customer perceived value: A substitute for satisfaction in business markets? Journal of Business & Industrial Marketing, 17, 107-118.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer behavior. New York: Dreyden Press.
Feiereisen, S., Broderick, A. J., & Douglas, S. P. (2009). The effect and moderation of gender identity congruity: Utilizing "real women" advertising images. Psychology and Marketing, 26(9), 813-843.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. MA: Addison-Wesley.
Frazier, P. A., Tix, A. P., & Barron, K. E. (2004). Testing moderator and mediator effects in counseling psychology research. Journal of Counseling Psychology, 51(1), 115-134.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74, 331-352.
Guilford, J. P. (1965). Fundamental statistics in psychology and education. New York: McGraw-Hill.
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254-1263.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. University of Kansas, KS.
Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336-354.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.
Honkanen, P., & Verplanken, B. (2004). Understanding attitudes towards genetically modified food: The role of values and attitude strength. Journal of Consumer Policy, 27, 401–420.
Hung, K., Chen, A. H., Peng, N., Hackley, C., Tiwsakul, R. A., & Chou, C. (2011). Antecedents of luxury brand purchase intention. Journal of Product & Brand Management, 20(6), 457-467.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.
Kapferer, J. N. (1997). Managing luxury brands. Journal of Brand Management, 4, 251–259.
Kardes, F. R., Posavac, S. S., & Cronley, M. L. (2004). Consumer inference: A review of processes, bases, and judgment contexts. Journal of Consumer Psychology, 14(3), 230-256.
Kim, Y., & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. ACR North American Advances.
Klinger, E. (1971). Structure and functions of fantasy. Wiley-Interscience.
Kotler, P. (1999). Marketing management: Analysis, planning, implementation and control (9th ed.). Prentice Hall College Inc.
Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Prentice Hall, Upper Saddle River.
Lasch, C. (1978). The culture of narcissism: American life in an age of diminishing expectations. New York: Norton.
Laurance, W. (2004). The perils of payoff: Corruption as a threat to global biodiversity. Trends in Ecology & Evolution, 19(8), 399–401.
Lee, M. D. P. (2008). A review of the theories of corporate social responsibility: Its evolutionary path and the road ahead. International Journal of Management Reviews, 10, 53-73.
Long, M. M., & Schiffman, L. G. (2000). Consumption values and relationships: Segmenting the market for frequency programs. Journal of Consumer Marketing, 17(3), 214–232.
Lyman, S. M. (1978). The seven deadly sins: Society and evil. New York: St. Martin's.
Mandel, N., Petrova, P. K., & Cialdini, R. B. (2006). Images of success and the preference for luxury brands. Journal of Consumer Psychology, 16(1), 57-69.
McGregor, R. (1974). Art and the aesthetic. The Journal of Aesthetics and Art Criticism, 32(4), 549–559.
Michaud, C., & Llerena, D. (2011). Green consumer behavior: An experimental analysis of willingness to pay for remanufactured products. Business Strategy and the Environment, 20(6), 408-420.
Mostafa, M. M. (2006). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology & Marketing, 24, 455-473.
Netemeyer, R. G., Boles, J. S., & McMurrian, R. (1996). Development and validation of work-family conflict and family-work conflict scales. Journal of Applied Psychology, 81, 400-410.
Nielsen, A. E., & Thomsen, C. (2011). Sustainable development: The role of network communication. Corporate Social Responsibility and Environmental Management, 18(1), 1–10.
Nunnally, J. C. (1967). Psychometric theory. New York: McGraw-Hill.
Ottman, J. A. (1998). Green marketing: Opportunity for innovation. NTC-McGraw-Hill, New York.
Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10-11), 1160-1166.
Ozen, H., & Engizek, N. (2014). Shopping online without thinking: Being emotional or rational? Asia Pacific Journal of Marketing and Logistics, 26(1), 78-93.
Peattie, K. (1993). Green marketing. Pitman Publishing, London.
Peattie, K. (2010). Green consumption: Behavior and norms. Annual Review of Environment and Resources, 35, 195-228.
Peter, R. D., & Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. Journal of Marketing, 54(3), 42-53.
Richins, M. L. (1994). Valuing things: The public and private meanings of possessions. Journal of Consumer Research, 21(3), 504-521.
Scarpi, D., Pizzi, G., & Visentin, M. (2014). Shopping for fun or shopping to buy: Is it different online and offline? Journal of Retailing and Consumer Services, 21(3), 258-267.
Schechter, L. (1984). A normative conception of value. Progressive Grocer Executive Report, 12-14.
Schiffman, G., & Kanuk, L. (2000). Consumer behavior. Prentice Hall, Englewood Cliff.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Shrout, P. E., & Bolger, N. (2002). Mediation in experimental and nonexperimental studies: New procedures and recommendations. Psychological Methods, 7(4), 422-445.
Solomon, M. R. (1985). The psychology of fashion. Lexington, MA: Heath.
Statista. (2019). Diamond market share of lab-grown diamonds worldwide from 2016 to 2030.
Stern, P. C., & Dietz, T. (1994). The value basis of environmental concern. Journal of Social Issues, 50(3), 65–84.
Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558–575.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Why do people buy organic food? The moderating role of environmental concerns and trust. Journal of Retailing and Consumer Services, 57, 102247.
Van Liere, K. D., & Dunlap, R. E. (1980). The social bases of environmental concern: A review of hypotheses, explanations and empirical evidence. The Public Opinion Quarterly, 44(2), 181-197.
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310–320.
Wang, Y., & Hazen, B. T. (2016). Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 181(PB), 460-469.
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651.
Wu, J. F., & Chang, Y. P. (2016). Multichannel integration quality, online perceived value and online purchase intention: A perspective of land-based retailers. Internet Research, 26(5), 1228–1248.
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739.
Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: Green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20-31.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
Zimmer, M. R., Stafford, T. F., & Stafford, M. R. (1994). Green issues: Dimensions of environmental concern. Journal of Business Research, 30(1), 63–74.
Zhang, L., Cude, B. J., & Zhao, H. (2020). Determinants of Chinese consumers’ purchase intentions for luxury goods. International Journal of Market Research, 62(3), 369–385.


二、中文文獻
王宣惠(2012)。綠色價值對有機商品購買行為影響之研究。淡江大學碩士論文。華藝線上圖書館。
王業竣、郭芳智、張世其(2014)。消費者油電混合車知覺價值對購買意願影響之研究。管理資訊計算，3(特刊)，304-317。
朱一心(2012)。探討環保產品之購買意圖-資訊呈現、認知風險、環境關注與社會價值。資訊管理研究所碩士論文。臺灣博碩士論文知識加值系統。
吳明隆(2009)。結構方程模式 AMOS 的操作與應用。台北:五南圖書出版股份有限公司。
吳萬益、盧筱筠、余佩穎、侯鳳雄(2013)。人格特質與環保意識對消費者綠色產品之價值、態度及行為形成之研究：3M階層模式之應用。管理評論。32(1)，1-15。
黃武良(2014)。人造鑽石的合成及應用。科學發展。493, 54-64。
許仁弘、鄭向農(2022)。人造鑽石發展近況之觀察。經濟前瞻。202, 61-66。
張威龍(2004)。台灣區大專學生虛榮特性、物質主義及價格知覺關係之研究。管理學報。21(5), 629-651.
張裕仁(2012)。探討消費價值理論對購買意願之影響-以精品眼鏡為例。逢甲大學經營管理碩士在職專班碩士論文。臺灣博碩士論文知識加值系統。
許士軍(1987)。新加坡消費者對不同來源地產品之知覺及態度。管理評論, 6, 5-23。
陳協勝、蔡璧卉(2010)。精品特質、衝動性特性、虛榮心對精品購買意願影響之研究。行銷評論, 7(4), 447-470。
蔡璧卉(2006)。精品特質, 衝動性購買特性, 虛榮心對精品購買意願影響之研究。樹德科技大學經營管理研究所碩士論文。臺灣博碩士論文知識加值系統。
蔡白井(2023)。高價值人工鑽石生產及行銷策略研究。臺灣大學工業工程學研究所碩士論文。臺灣博碩士論文知識加值系統。
潘雅仙(2012)。消費者虛榮特性與知覺價值對購買意圖影響之研究：以醫學美容療程個案探討。臺北大學企業管理學系學位論文。臺灣博碩士論文知識加值系統。
魏斯凱(2022)。天然鑽石與實驗室生長鑽石的比較分析。中山大學兩岸高階主管經營管理碩士在職專班碩士論文。臺灣博碩士論文知識加值系統。
鉅亨網新聞中心(2023)。面對人造鑽石強力挑戰 分析師估天然鑽可能自高點挫40%。鉅亨網。https://news.cnyes.com/news/id/5232586
JOY COLORi 未來鑽石(2024)。鑽石淨度等級如何分辨？淨度等級表知識、挑選重點指南。JOY COLORi 未來鑽石官方網站。https://www.joycolori.com/brand/column/how-to-choose-clarity/.
JOY COLORi 未來鑽石(2021)。培育鑽石、莫桑鑽蘇聯鑽、鋯石……你還分不清楚嗎？。JOY COLORi 未來鑽石官方網站。https://www.joycolori.com/brand/column/true-diamond/