婚姻禮俗隨著時代的變遷，至今已簡化為「訂婚」與「結婚」兩大儀式。訂婚儀式中代表互訂終生及分享喜悅的喜餅，反而倍受重視。喜餅業者們為獲得更多消費者的青睞，產品不斷推陳出新。儘管市面上的喜餅已琳瑯滿目，卻常耳聞消費族群在選購喜餅時，產生不滿或衝突的情形。因此藉由瞭解消費族群內心真正的需求，開發出讓消費者喜愛的產品，便是產品開發的重要課題。
由於社會的型態的轉變與消費能力的提昇，消費者對產品的需求已不再只是物質上的滿足，更重要的是使用產品時產生的愉悅感受。許多文獻皆指出消費者行為與價值觀密不可分，因此本研究藉由Schwartz價值觀理論的導入，將受測者依價值觀分群，分別為A開放性、B利己性、C保守性、D利他性四類價值觀族群，接著利用魅力工學中的評價構造法進行深度訪談，分別萃取出喜餅吸引四類價值觀族群喜愛的魅力特質分別為何，再運用數量化III類分析四類價值觀族群魅力特質之間的同異性，最後分別制定四類價值觀族群之喜餅設計原則。
研究中發現四類價值觀族群在喜餅喜好上呈現明顯差異，以喜餅魅力特質分為三大類項目，分為簡述如下：(1)在「餅乾類型」的魅力特質上：A與C族群互為對立關係。(2) 在「設計特色」的魅力特質上：A與B族群較為接近、C與D族群較為接近。(3) 在「服務形象」的魅力特質上：B與C族群較為接近。
本研究結論之喜餅設計參考原則，除提供給相關業者參考外；亦適用於客製化喜餅中，利用不同價值觀族群的魅力特質，更精準地得知該族群的喜好，減少設計過程中的溝通時間，期盼產業界得以參考並且設計出符合更多消費族群喜愛的喜餅。

SUMMARY
In this study, the Schwartz theory of values was introduced, and an evaluation grid method was used for the purpose of carrying out in-depth interviews. We extracted the most desirable traits for wedding cake gift boxes for four groups with different ways of valuing things. We then applied the Quantification Theory Type III to the analysis of the similarities and dissimilarities among these traits as they related to these four types of values. Finally, we determine the principles for designing wedding cake gift boxes for the four groups.
It was found in this study that these four groups exhibit obvious differences in regard to their preferences for wedding cake gift boxes. The desirable traits for wedding cake gift boxes are divided into three categories, which are briefly described as follows: (1) the "cookies type”: Groups A and C have an opposite relationship, (2) the "design feature type”: Groups A and B are similar, and Groups C and D are similar, and (3) the "service image type”: Groups B and C are similar.
Keywords: wedding cake gift boxes, theory of values, evaluation grid method

英文部份

Adler, N. J., & Graham, J. L. (1989). Cross-cultural interaction: the international comparison fallacy Journal of International Business Studies, 515-537.
Brown, M. A. (1976). Values—A necessary but neglected ingredient of motivation on the job. Academy of Management Review, 1(4), 15-23.
Carman, J. M. (1978). Values and consumption patterns: a closed loop. Advances in consumer research, 5(1), 403-407.
Durgee, J., Colarelli, G., & Veryzer, R. W. (1996). Observations: translating values into product wants. Journal of Advertising Research, 36, 90-99.
England, G. W., & Lee, R. (1974). The relationship between managerial values and managerial success in the United States, Japan, India, and Australia. Journal of Applied Psychology, 59(4), 411.
Grunert, S. C., & Juhl, H. J. (1995). Values, environmental attitudes, and buying of organic foods. Journal of economic psychology, 16(1), 39-62.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. The Journal of Marketing, 60-72.
Hong, S., Thong, J. Y., & Tam, K. Y. (2006). Understanding continued information technology usage behavior: A comparison of three models in the context of mobile internet. Decision support systems, 42(3), 1819-1834.
Howard, J. A. (1989). Consumer behavior in marketing strategy: Prentice Hall Englewood Cliffs, NJ.
Kim, J.-O., Forsythe, S., Gu, Q., & Jae Moon, S. (2002). Cross-cultural consumer values, needs and purchase behavior. Journal of Consumer marketing, 19(6), 481-502.
Kluckhohn, F. R., & Strodtbeck, F. L. (1961). Variations in value orientations.
Lai, A. W. (1995). Consumer Values, Product Benefits and Customer Value: A Consumption Behavior Approach. Advances in consumer research, 22(1).
Maslow, A. H. (1943). A theory of human motivation. Psychological review, 50(4), 370.
PERM III, M. (1990). Application of the list of values alternative psychographic assessment scale. Psychological Reports, 66(2), 403-406.
Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behavior and marketing strategy: McGraw-Hill London.
Phinney, J. S., Chavira, V., & Williamson, L. (1992). Acculturation attitudes and self-esteem among high school and college students.
Rokeach, M. (1968). Beliefs, attitudes and values: A theory of organization and change.
Rokeach, M. (1973). The nature of human values (Vol. 438): Free press New York.
Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in experimental social psychology, 25(1), 1-65.
Schwartz, S. H., & Bilsky, W. (1990). Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications. Journal of personality and social psychology, 58(5), 878.
Schwartz, S. H., Melech, G., Lehmann, A., Burgess, S., Harris, M., & Owens, V. (2001). Extending the cross-cultural validity of the theory of basic human values with a different method of measurement. Journal of cross-cultural psychology, 32(5), 519-542.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: theory and applications: South-Western Publishing Company Cincinnati, OH.
Adler, N. J., & Graham, J. L. (1989). Cross-cultural interaction: the international comparison fallacy? Journal of International Business Studies, 515-537.
Carman, J. M. (1978). Values and consumption patterns: a closed loop. Advances in consumer research, 5(1), 403-407.
Durgee, J., Colarelli, G., & Veryzer, R. W. (1996). Observations: translating values into product wants. Journal of Advertising Research, 36, 90-99.
England, G. W., & Lee, R. (1974). The relationship between managerial values and managerial success in the United States, Japan, India, and Australia. Journal of Applied Psychology, 59(4), 411.
Grunert, S. C., & Juhl, H. J. (1995). Values, environmental attitudes, and buying of organic foods. Journal of economic psychology, 16(1), 39-62.
Gutman, J. (1982). A means-end chain model based on consumer categorization processes. The Journal of Marketing, 60-72.
Hong, S., Thong, J. Y., & Tam, K. Y. (2006). Understanding continued information technology usage behavior: A comparison of three models in the context of mobile internet. Decision support systems, 42(3), 1819-1834.
Howard, J. A. (1989). Consumer behavior in marketing strategy: Prentice Hall Englewood Cliffs, NJ.
Kim, J.-O., Forsythe, S., Gu, Q., & Jae Moon, S. (2002). Cross-cultural consumer values, needs and purchase behavior. Journal of Consumer marketing, 19(6), 481-502.
Kluckhohn, F. R., & Strodtbeck, F. L. (1961). Variations in value orientations.
Maslow, A. H. (1943). A theory of human motivation. Psychological review, 50(4), 370.
PERM III, M. (1990). Application of the list of values alternative psychographic assessment scale. Psychological Reports, 66(2), 403-406.
Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behavior and marketing strategy: McGraw-Hill London.
Phinney, J. S., Chavira, V., & Williamson, L. (1992). Acculturation attitudes and self-esteem among high school and college students.
Rokeach, M. (1968). Beliefs, attitudes and values: A theory of organization and change.
Rokeach, M. (1973). The nature of human values (Vol. 438): Free press New York.
Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in experimental social psychology, 25(1), 1-65.
Schwartz, S. H., & Bilsky, W. (1990). Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications. Journal of personality and social psychology, 58(5), 878.
Schwartz, S. H., Melech, G., Lehmann, A., Burgess, S., Harris, M., & Owens, V. (2001). Extending the cross-cultural validity of the theory of basic human values with a different method of measurement. Journal of cross-cultural psychology, 32(5), 519-542.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: theory and applications: South-Western Publishing Company Cincinnati, OH.
Ujigawa, M. (2000). The evolution of preference-based design (Vol. 46).
Vinson, D. E., Scott, J. E., & Lamont, L. M. (1977). The role of personal values in marketing and consumer behavior. The Journal of Marketing, 44-50.
Yankelovich, D. (1981). Searching for self-fulfillment in a world turned upside down. Psychology Today, 15(4), 5-91.
Young, S., & Feigin, B. (1975). Using the benefit chain for improved strategy formulation. The Journal of Marketing, 72-74.

中文部份

王謙. (2012). Schwartz 人類價值觀模式之驗證-以臺灣地區人民為例.
王灝. (1992). 台灣人的生命之禮: 婚嫁的故事.
白滌清. (2007). 消費者行為 台北: 華泰.(Blackwell, RD, Miniard, P. W., & Engel, JF, 2006).
吳佳玲, & 王娟娟. (2013). 台南市連鎖糕餅業服務品質及消費者行為意向調查研究. 台灣首府大學學報(4), 65-83.
吳欣穎. (2003). 文化價值, 消費價值與消費者行為─ 以兩岸大學生手機購買決策為例.
李柏英. (2002). 評價歷程的理論與測量: 探討價值觀與情境關聯的新取向. 應用心理研究(14), 79-116.
姚漢秋. (1991). 台灣婚俗古今談: 臺原出版社.
馬敏元. (2010). 淺談日本新產品開發之感 [心] 技術.
陳瑞隆, & 魏英滿. (2007). 台灣嫁娶禮俗: 世峰出版社初版.
陳壽, & 許嘉璐. (2004). 三國志 (Vol. 4): 漢語大詞典出版社.
彭雯君. (2003). 個人價值觀, 產品屬性, 綠色態度與綠色消費行為關聯性之研究. 國立成功大學企業管理學系碩士論文, 未出版, 台南市.
朝野熙彦. (2001). 魅力工学の実践: 海文堂.
黃怡樺. (2010). 台北市成人的價值觀與倫理消費行為關係研究. 2010 年社區學習國際學術研討會論文集: 社區學習的未來想像.
鄭秀美, & 電通行銷戰略研究會. (1986). 感性消費. 理性消費.
鄭傑仁. (2009). 台灣喜餅禮盒之包裝設計研究-以郭元益為例.
謝文雀. (1998). 行銷管理-亞洲實例.
瞿海源, & 王振寰. (2003). 社會學與台灣社會.