在過去，購買貴重金屬，其保值的意義大過於美觀，而隨著時代的改變，珠寶已從財富權勢的象徵，變成奢侈流行時尚的代表，以現行產業狀況來看，普通的消費者通常難以鑑別珠寶首飾的質量和價值，而面對珠寶產業的消費模式逐漸轉變，唯有依靠品牌知名度來給消費者強力的購買指標，未來消費者可能將偏向於品牌購買。
在交易珠寶首飾的過程中會涉及到評估的問題，一直以來，珠寶首飾評估這件事皆由珠寶經營者進行，而如何進行珠寶鑑定，這方面之議題在學術界較為缺乏，本國在珠寶領域的學術著作相對的較少，有探討經營模式、個案公司的行銷策略、行銷刺激對品牌態度的實證分析和珠寶之光譜研究，及探討珠寶行業的品牌形象、服務品質和顧客滿意度之間的關係所提出之行銷策略，但並未對品牌形象及電子商務對珠寶價值的影響。
本研究以深入訪談法，讓受訪者表達自己主觀的意見，詢問受訪者如何經營珠寶店，探討其運行之模式，並詢問受訪者，以公司經營業者的角度來看，他們認為品牌形象、電子商務對珠寶鑑價的實際影響，以此種方法探討品牌形象與電子商務對珠寶價值鑑定之影響。 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.
