隨著珠寶市場的競爭日益激烈，消費者對珠寶產品品質和信任的需求持續提高，第三方珠寶鑑定書信任逐漸成為提升珠寶品牌整體形象與珠寶產品購買意願的重要因素。本研究以研究生自身在珠寶產業界的角度來探討第三方珠寶鑑定書信任對珠寶品牌整體形象及珠寶產品購買意願的影響，並檢驗珠寶品牌整體形象在其中的中介作用。研究採用問卷調查法，針對具有珠寶購買經驗的消費者進行分析，透過描述性統計、相關分析及迴歸檢定驗證研究假設。實證結果顯示，第三方珠寶鑑定書信任對珠寶品牌整體形象及珠寶產品購買意願均具有顯著正向影響，珠寶品牌整體形象在信任與購買意願間發揮中介作用。此研究結果提供珠寶業者在市場行銷及品牌塑造上的實務建議，亦為學術界對奢侈品市場信任與購買行為的研究提供貢獻。

This study explores the relationship between trust in third-party jewelry authentication and the purchase intention of jewelry products, with the overall image of jewelry brands serving as a mediating variable. Motivated by the growing challenges of artificial gemstones and counterfeit certificates, this research emphasizes the critical role of third-party authentications in addressing these issues and restoring consumer trust.
Data was collected from 300 valid respondents with jewelry-purchasing experience using a structured survey. The research examines three main aspects: the effect of authentication trust on the overall image of jewelry brands, the influence of authentication trust on purchase intention, and the mediating role of the overall image of jewelry brands in the relationship between trust and purchase intention.
Key findings include:
1. Trust in third-party jewelry authentications showed a significant positive effect on the overall image of jewelry brands.
2. Trust in third-party jewelry authentications showed a significant positive effect on the purchase intention of jewelry products.
3. The overall image of jewelry brands mediates the relationship between trust in third-party authentications and the purchase intention of jewelry products, bridging the gap between authentication trust and consumer behavior.

The results underline the strategic importance of utilizing third-party certifications to strengthen brand credibility, boost consumer confidence, and foster purchase intentions in a competitive jewelry market. These findings provide valuable theoretical insights and practical recommendations for the jewelry industry and related stakeholders.

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三、網路文獻
1. CIBJO. About CIBJO. Retrieved from CIBJO Official Website https://cibjo.org/
2. GIA. (2022). Diamond grading and certification. Gemological Institute of America. Official Website https://www.gia.edu.
3. LINE TODAY. (2019). 【假證書賣珠寶3】假冒公證單位 寶石廠商自印鑑定書. CTWANT. Retrieved January 10, 2025, from https://today.line.me/tw/v2/article/Jr3Vry
4. SSEF. Swiss Gemmological Institute Official Website. https://www.ssef.ch/zh-hant/
5. NGTC 中國國家珠寶玉石首飾檢驗集團有限公司官方網站https://www.ngtc.com.cn/
6. 台灣聯合珠寶玉石鑑定中心 – 林書弘 (2020)。關於珠寶鑑定所與鑑定證書https://www.facebook.com/share/p/1BLHhh1S2G/