本研究旨在探討消費者是否會受意識覺察和知覺價值的影響，針對過去文獻 不曾同時將意識察覺和知覺價值放在同一個架構下進行探討其對於購買意圖之 關係的研究漏洞進行補足，再加上以心理認知層面的因素-熟悉定律與損失迴避 當作調節變數之分析，提出了完整的分析架構。
整理過去文獻，可以發現意識覺察和知覺價值兩個變項對於購買意圖之間的 關係大致可以分成兩類，一類是「不可分離」的關係，也就是將意識覺察和知覺 價值的涵意當作相同，只要影響其中一個因素就代表同時影響另一個因素，另一 類是「互相獨立」的關係，也就是意識覺察和知覺價值是兩個獨立的變項，也就 是意識覺察和知覺價值兩者因素對購買意圖分別是直接影響的關係，並不具有交 互作用。然而本研究卻認為上述兩種關係類型並不完全正確，正確的關係類型應 該是「共同強化」之關係，也就是意識覺察和知覺價值之間具有交互作用，影響 購買意圖必須同時讓消費者擁有意識覺察以及知覺價值。
本研究共發放 247 份問卷，經資料分析結果顯示，意識覺察對購買意圖具有 顯著的正向影響效果、知覺價值對購買意圖亦具有顯著的正向影響效果，而意識 覺察和知覺價值對購買意圖是「共同強化」之關係具有顯著效果，而非過去大多 數文獻所認為意識覺察和知覺價值對購買意圖為「不可分離」或「互相獨立」之 關係。此外，在知覺價值對購買意圖的關係之間，具有損失迴避的調節效果。

The purpose of this research is to discuss how conscious awareness and perceived value jointly shape the purchase intention of customers. Since it is hardly that any past research discusses conscious awareness and perceived value in structure at the same time, this study tries to fill this gap and provides a complete analytic structure. Furthermore, this study tries to understand whether familiarity and lose aversion has moderating effect or not.
According to the past literatures, the relationship between conscious awareness and perceived value can be roughly divided into two categories. One is inseparability relationship, which considers the meaning of conscious awareness is equivalent to perceived value. Manipulating one factor would also affect the other. The other is the relationship of independence, that is, conscious awareness and perceived value are two independent variables. Manipulating either factor does not affect the influence of the other factor – the likelihood of purchase intention would reveal two simple effects with no interaction. However, this study proposes third view, holding that conscious awareness and perceived value may be neither equivalent nor independent but may instead be mutually reinforcing, that is, there is an interaction between consciousness awareness and perceived value. Enhanced purchase intention requires both having conscious awareness and perceived value.
247 questionnaires were delivered and collected for data analysis. The result proves that conscious awareness has a positive influence on purchase intention and perceived value has a positive influence on purchase intention. Furthermore, conscious awareness and perceived value have mutual reinforcement effect on purchase intention It is compared to the past study which considers conscious awareness and perceived value has inseparability effect or independence effect on purchase intention. Additionally, lose aversion has positive moderating effect between perceived value and purchase intention.

林震岩(2007)多變量分析：SPSS的操作與應用 台北：智勝文化事業有限公司
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