本研究考量國內消費者在特殊節慶的消費特性，藉由「品牌知覺價值」、「保證」、「消費意識」之評估，用以了解目前的消費者，對於影響購買珠寶飾品時的各項因素之重視程度。採取「資料包絡分析法」（Data Envelopment Analysis，DEA），應用於台灣珠寶飾品消費者行為之研究，藉以建立客觀且科學的邏輯模式。研究過程中邀請19位珠寶專家與業者，接受問卷調查取得專家權重分析，並以消費者之評分表作為一般之產出變項，經由DEA中CCR-AR模式，求出「品牌知覺價值」、「保證」和「消費意識」三個影響因素，以及子因素行為績效指標之「效率值」加以歸一化，求出「共同權重」，再將專家與消費者對「品牌知覺價值」、「保證」和「消費意識」三個因素及其子因素分別比較，找出兩者之共同認知。研究結果顯示：消費者在「消費意識」中”消費儀式”對母親節與情人節的重視程度較弱。年齡、職業及學歷的高、低，對於「品牌知覺價值」及「保證」的認知程度並無顯著差異。在整體综合認知中，消費者對「保證」的重視程度較大，而珠寶業者對「消費意識」卻較重視，消費者與珠寶業者看法不一致。

This study focuses on the features of consumers when they purchase jewelry accessory on festivals and holidays. The assessments of ”brand's Perceived Value,””Guarantee,” and ”Consumer Awareness,” enable us to understand more about how much attention the consumers pay to the different separate factors.In the research, Data Envelopment Analysis was applied to study the consumer behavior of the jewelry consumers in Taiwan, with an objective and scientific Logic Model. In order to get the expert Weight Analysis, Nineteen jewelry experts were invited to fill in the questionnaire. Next, according to the consumer's score sheet, general ”Variables” were calculated. With the aid of CCR-AR model of DEA, three factors,” had been figured out. Then, the sub-factor of the performance indicators- ”Efficiency Value” was added and normalized. Then, the result, ”Common Weight,” has come up. Later, there factors of expert and consumer were respectively compared, and then something in common between the two sides was figured out.The results show that regarding the item of Consumer Behavior, consumers pay less attention to Mother's Day and Valentine's Day. There is no significant difference between ”age, profession, and education qualifications,” and ”Brand's Perceived Value and Guarantee.” Regarding the item of Overall Comprehensive Awareness, consumers pay greater attention to ”Guarantee;” on the contrary, the owners of the jewelry store pay more attention to ”consumer Awareness.”