Abstract
This study analyzes factors influencing jewelry design from the perspective of consumer behavior. Through deep interviews and questionnaires, nine factors which influence young women’s consumption of jewelries is identified. DEMATEL method is conducted to point out the determinant factors and picture the relations and interrelationships among these nine factors. Results show that consumers’ personal self-awareness, jewelry aesthetic value and jewelry price are the top three important factors. Meanwhile, factor “value preservation and value-added potential of jewelry”, has the greatest impact on the other factors.
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