僅有百年歷史的台灣，經歷史累積及開放包容各國不同飲食文化，發展出台灣多元豐富烘焙特色，烘焙業發展迄今，年商機高達600億，其相關產品似乎已成為消費者日不可缺的食品之一。除了現行行銷方式外，當消費者心理所有權提高，是否能也影響消費者提高購買意願，本研究以產品多樣化會因為心理所有權而影響購買意願作為研究探討。
本研究藉由自創烘培業，平日販售「餅乾禮盒」產品提供消費者受測，研究對象為購買餅乾禮盒商品或考慮購買之消費者為研究對象，依隨機抽樣電子問卷方式蒐集資料，共發放300份問卷，有效問卷261份，有效問卷率87%。研究發現，產品越多樣化會提高購買意願，產品多樣化與心理所有權亦呈現正相關。但心理所有權對購買意願的中介效果不顯著。購買意願是極複雜的心理活動，產品種類、單價、購買目的等等的不同，皆可能影響心理作用權在其中所扮演的角色輕重，仍需進一步研究探索。
With a history of a few hundreds of years, Taiwan has developed diversified and rich bakery characteristics through the accumulation of history and openness to accommodate different food cultures from various countries. The bakery industry has grown to 60 billion in annual business opportunities, and the related products have become indispensable food for consumers. In addition to the current marketing methods, if consumers' psychological ownership increases, whether they can also affect consumers' purchase intentions. This study explores whether product diversification will affect purchase intentions due to psychological ownership.
This study focus on own bakery industry which sell "biscuits gift box" products to consumers. The research objects are consumers who purchase the biscuit gift box products or are considering buying them. According to the method of randomly sampling electronic questionnaires, a total of 300 copies were distributed, with 261 valid copies and an effective questionnaire rate of 87%. The study found that the more diversified products will increase the purchase intention, the diversification of products and psychological ownership also present a positive correlation. However, the intermediary effect of psychological ownership on purchase intention is not significant. Purchase intention is an extremely complex psychological activity. Differences in product types, unit prices, purchase purposes, etc., may all affect the importance of the role played by psychological ownership, and further research and exploration is needed.
