隨著國際貿易自由化的開放，產品的製造輸出早已打破疆界的藩籬。產品或專利的擁有者為達有效的管理，已建立其特有的行銷與通路管道，目的乃為獲得最佳利益。可是，因各國物價水準及消費行為的差異，使得產品於各個市場區隔間產生了價格落差，促使灰色市場的形成。另外，網際網路的發展及電子商務的興起，亦為灰色市場的發展提供滋生的土壤，因爲只要你擁有信用卡，即可從世界各地的銷售者那裡訂購你所需之產品。於此情況下，灰色市場的發展日漸倍受重視。然而，現今，灰色市場的商人為享受搭便車之利益，瓜分授權廠商原有之市佔率，其所銷售的商品與日俱增，產品種類亦不勝枚舉。消費者於面對產品充斥的市場環境下，哪些因素影響其至灰色市場的購買意願是一個值得關注的重要課題。因此，本研究茲將探討價格意識，知覺價格-品質關聯、服務品質及購買意願之間的關係，其實證結果如下所述：
（1）當消費者之價格意識越高時，更嚴謹的把關商品之價格，因而到灰色市場之購買意願會更高；
（2）當消費者對於產品之涉入程度不高，知覺價格和知覺品質關聯性越小時，消費者價格意識就會越高；
（3）當消費者知覺價格-品質的關聯性小時，並不會產生較高到灰色市場的購買意願；
（4）當消費者知覺其服務品質較好時，其到灰色市場購買的意願即會較高。此意味著消費者於選擇商品時，服務品質的優劣亦是列入重要考量因素之一。
最後，關於管理意涵及未來研究方向亦被討論於本研究中。

According to the freedom of international trade, the export of products has been opened. In order to manage products and patents effectively, the owners establish specific channel and marketing optimistically, and the main purpose is to gain the best benefit. However, due to standard of prices and consumer behavior are difference between each country, it causes products with the difference of price at each market. Besides, there are all kinds of products in the gray market, the merchants of gray market divvy the benefit of free riding, and destroy the market share of the distributors. We want to further discuss when consumers face all kinds of products at the market what they will choose and what their purchase intention are.
We want to discuss the relationship of the price consciousness, perceived price-quality association, service quality and purchase intention, and we found the results as below,
1.When the consumers’ price consciousness is higher, they have more willing to go to the gray market.
2.When the consumers get involved in the products are less, then their associated with perceived price and perceived quality are less, the price consciousness of consumers will higher.
3.When the consumers associated with perceived price and perceived quality is less, they will not get higher purchase intention.
4.When the consumers perceived the service quality is better, they will get more motivated to go to the gray market. It means when the consumers choose the products, service quality is one of the factor.

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