A Study on the Influence of Design Evaluation Factors of Commercial Jewelry on Purchase Intention by Consumer Types

This study addresses the persistent “Perception Gap” between designer intentions and consumer interpretations in the commercial jewelry market. The purpose of this study is to classify consumers based on design evaluation factors and empirically identify the key drivers of their purchase intentions. To this end, a survey was conducted with Chinese consumers, utilizing K-Means cluster analysis and multiple regression analysis. The results are as follows: consumers were classified into four distinct types: “Pragmatic Quality Seekers”, “Social Scenario Seekers”, “Aesthetic Connoisseurs”, and “Comprehensive Balanced Seekers”; purchase decisions for the “Pragmatic” group are driven by Craftsmanship and Structure, while the “Social” group is driven solely by symbolic Value; the “Aesthetic” group exhibits non-linear decision-making characteristics based on aesthetic intuition rather than functional factors. This study provides empirical grounds for establishing differentiated design and marketing strategies tailored to the specific decision-making logic of each target segment.