因應全球性智慧型手機消費市場趨勢，本研究目的在探討4G手機產品知覺品質、知覺價值、購買意願之關係，以及消費者科技接受度的干擾影響。本研究以臺灣4G手機使用者為調查對象，發放回收392份有效問卷作為統計模型分析樣本。研究結果顯示，知覺品質與知覺價值皆對於消費者購買意願具正向影響，同時知覺品質亦對於知覺價值具正向影響；而消費者科技接受度對於知覺品質與知覺價值間關係之干擾效果並不顯著，但會影響消費者購買意願。亦即，科技接受度高的消費者於選購4G手機時傾向對產品的感受評估給予較佳價值，但4G手機使用者不會因為不同的科技接受度族群而影響對產品評價，可知4G手機的創新具市場接受度潛力與普及性，值得手機及電信業者持續發展相關延伸技術或應用。
This study aims to explore the relationships between perceived quality, perceived value and purchase intention for 4G smartphones, with the considerations of different levels of consumers’ technology acceptance. Through a questionnaire survey in Taiwan, 392 valid samples were collected and analyzed with statistical models. The result sug-gests that both perceived quality and perceived value have positive effects on purchase intention, while the perceived quality also has a positive effect on the perceived value. In addition, the levels of consumers’ technology acceptance have a significant relation-ship with purchase intention, while no significant impact to the relationship between perceived quality and perceived value was found. It is inferred that the innovations and promotions of 4G smartphones have the attractiveness to consumers and significant market potential from wider ranges of users. Further developments and business mod-els for smartphone providers and innovations in the telecommunication industry are en-couraged.
