價格敏感度指個別消費者面對價格變動時的感覺和反應程度，倘若消費者的價格敏感度愈低，代表消費者愈不在意價格上漲的幅度，進而可以提高企業之獲利能力。
本研究價格敏感度的主要目的，是要能找出更好的行銷方式來改變消費者的價格敏感度，並分析消費者價格敏感度之接受度，藉此建立市場區隔，也提出在探討品牌的價值與消費者價格敏感度之間的關係。
本研究以結構式問卷進行研究資料蒐集，並使用階層迴歸分析，研究結果分析顯示，品牌情感依附與價格敏感度呈現負向關係；性別在品牌情感依附與價格敏感度之間不具有干擾效果。
因此，依據本研究結果發現企業經營者之行銷策略必須更能體會消費者的偏好與喜愛，精準地找出消費者的潛在隱性需要，掌握消費者的剛性需求。本研究限制主要針對親自選購手機之消費族群為抽樣對象，是以僅使用一支手機且親自購買的消費族群為研究對象，故較不適合將結果套用至其他商品類。
Price sensitivity refers to how individual consumers feel and react to price changes. The lower the price sensitivity, the less concerned consumers are about the range in price increases, which can in turn improve the profitability of companies.
The main purpose of this study on price sensitivity is to find out better marketing methods to change and to analyze the acceptance of consumers price sensitivity, thereby establishing market segmentation and proposing to explore the relationship between brand value and consumer price sensitivity.
This research uses a structured questionnaire to collect research data and uses hierarchical regression analysis. The analysis of the research results shows that brand emotional attachment and price sensitivity are negatively related; gender has no interference between brand emotional attachment and price sensitivity.
Therefore, according to the results of this research, it is found that the marketing strategy of businesses must be able to relate and understand the preferences of consumers; in able to accurately find out the potential hidden needs of and grasp the primary needs of consumers. The main sampling object for this study is the consumer groups who purchase mobile phones in person. As a result, this research is limited to its findings and will be less suitable to apply the results to other commodity categories.
