本研究深入探討二十一世紀台灣人之喜餅消費價值與行為，以結婚不超過六年的夫妻共九對進行質性訪談，研究發現喜餅消費行為已有別於五年前相關文獻研究敘述，喜餅認知有別傳統依消費者價值不同呈現多元風貌，消費者之喜餅資訊取得模式轉變，對於品牌認知與觀感已於日常生活中點滴累積；就消費特性將因喜餅價值認知不同之消費者類型分類成三種：偏重喜餅傳統認知導向者、偏重面子表徵導向者、偏重自我表徵導向者，當消費者對於品牌之使用滿意度可延伸並刺激對該品牌周邊商品消費。建議喜餅業者在與消費者間之溝通模式、管道乃至關係之建立衍已產生新的格局模式下，應更致力於品牌價值之建立，落實於整合行銷之創新，重視全方位之服務品質。 This report will discuss the Taiwanese consumer behaviors and their estimation on bride cakes in twenty-first century. It is a qualitative research, which is based on interviewing nine couples who have been married less than six years. This paper states that consumer behaviors on bride cakes have shifted far from the old related researches which were presented five years ago. The traditional awareness of bride cakes has been changed. Now bride cakes are presented in many ways which are followed consumer’s ideas of values. The giving and taking of bride cakes information have been changed. The brand awareness and brand recall have been influenced in the daily life. The consumers are classified into three main types by their knowing of bride-cakes:◎Tradition: consuming behaviors are affected by traditional awareness. ◎Vanity: consuming behaviors are caused by pompous reasons. ◎Selfhood: consuming behaviors are demanded for presenting individualism. Besides, this research presents that satisfaction on the brand would encourage the consuming on related products in the same brand. Therefore, this paper suggests that bride-cakes companies should focus on brand value and service quality more than elderly sales ways.