過去顧客價值與購買意圖的相關研究，多從顧客知覺價值、知覺風險與人口統計變數等方面進行探討。這些研究雖有助於了解消費者產品購買的決策過程與考慮因素，但某種程度上仍無法有效詮釋消費者的購買意圖與行為。故本研究主要目的，在從心理學與社會學的角度，針對顧客價值認知與購買意圖進行關連性探討。藉由個人價值觀、社會階層意識、規範性評估、顧客價值認知之整合性研究，本研究針對購買意圖影響因素進行系統性的探討。
在樣本回收方面，本研究採人員調查法，共發放250份問卷，有效回收樣本242份，有效回收率為97%。本研究並進一步藉由因素分析、迴歸分析、集群分析、區別分析與變異數分析針對研究假設進行驗證。研究結果顯示個人價值觀、社會階層意識、規範性評估對於顧客價值認知皆有正向顯著影響。同時，社會階層意識、規範性評估與顧客價值認知對於購買意圖皆有正向顯著影響。本研究並發現不同年齡層、職業別、月收入與家庭人口數的消費者其顧客價值認知存有顯著的差異。

In the studies of customer value and buying intension, most prior researches explore the issue from the perceived value, perceived risk and demographic variable. These researches are helpful for understanding the decision process of consumers and the factors that affect their decision. However, to a certain extent, it can not fully explain the buying intension and behavior of customers. The primary goal of this research is to discuss the relationship between customer value and buying intension from the perspective of psychology and sociology. By integrating the constructs of personal value, social class perception, normative evaluation and customer value, the study explores the factors that affect buying intension.
In sampling collection, the research uses the person interview survey. In total, 250 questionnaires were sent out and 242 effective questionnaires were returned with effective recovery rate 97%. Factor analysis, regression analysis, cluster analysis, discriminate analysis and analysis of variance are used to examine the hypotheses furthermore. The results of the research show that personal value, social class perception and normative evaluation have positive effect on customer value. Social class perception, normative evaluation and customer value have significant influence on buying intension. In addition, the findings also indicate that the customer value is significant different in different age, reputation, income and family members.

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