2015年智慧型手機已進入「量平價跌」的成熟期，造就平價手機已成為全球新寵兒，華碩近二年在智慧型手機方面已建立「低價高性價比」的企業形象，但在台灣銷售量仍未達滿意的銷售成績，在全球更是未擠進前十名，如何讓智慧型手機在國內及國際上發光發熱已成為華碩所面臨的最大挑戰。本研究採用問卷調查法蒐集有效問卷256份，透過價格、滿意度及品質等構面，以使用過華碩智慧型手機的台灣消費者為對象，採用PLS進行資料分析，探討其台灣消費者再購買華碩智慧型手機的意願。

研究結果顯示，華碩智慧型手機消費者普遍認為價格、使用滿意度及品質都是消費者願意再購買的原因，其中以知覺品質是消費者願意再購買華碩智慧型手機的主要構面，而知覺品質又以「介面簡單易懂」、「軟體種類多」及「提供快修服務」等是消費者購買的主要原因，「系統穩定性低」是消費者對華碩智慧型手機普遍觀感，未來華碩在產品面應注重品質，高的知覺品質會影響顧客滿意度，進而影響顧客忠誠度及再購意願，在價格面應訂定價格策略來開拓更多元化的通路，最後華碩也須針對女性消費者推出相關新機種及軟體，這樣才能使企業經營上更加長遠。

In 2015, the smartphone entered the mature stage of “stable volume and falling price”, which resulted in the affordable phone becoming the new star globally. Asus has built the corporate image of “low price and high cost-effectiveness” in the field of smartphone in recent years. However, its sales volume in Taiwan still fails to achieve the satisfactory sales performance, and it is still out of the global list of Top Ten. How to make the smartphone shining home and abroad becomes the greatest challenge faced by Asus. The study adopts questionnaire survey to collect 256 valid copies in total. From the dimensions of price, satisfaction and quality, it takes the Taiwan consumers who have ever used Asus smartphone as the subjects, to conduct data analysis with PLS. It aims to explore intention of consumers in Taiwan to re-purchase Asus smartphone.

The study results show the users of Asus smartphone generally think the prices, usage satisfaction and quality are all the reasons for the consumer to re-purchase. Wherein, the perceived quality is the major dimension for the consumers to re-purchase Asus smartphone, under which “easy-to-understand interface”, “a variety of software applications” and “provision of quick repair service” are the major reasons for purchase. They generally agree on “low system stability” of Asus smartphone. In the future, Asus should focus on improving quality. High perceived quality will affect the customer satisfaction and further influence the customer loyalty and re-purchase intention. In terms of price, it should make price strategy to expand more diversified channels. Finally, Asus should also develop relate new models and software applications for females exclusively, which will help to achieve sustainable corporate operation.

主目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	3
第三節 研究流程	4
第二章 文獻探討	7
第一節 智慧型手機	7
第二節 知覺價格	11
第三節 使用滿意度	15
第四節 知覺品質	17
第五節 再購意願	19
第六節 知覺價格、使用滿意度、知覺品質與再購意願的關係	21
第三章 研究方法與設計	24
第一節 研究架構	24
第二節 研究對象	25
第三節 問卷設計與修正	25
第四節 資料分析與方法	32
第四章 研究結果與分析	34
第一節 問卷回收情形	34
第二節 樣本結構分析	34
第三節 敘述性統計分析	37
第四節 信效度分析	39
第五節 路徑係數及解釋力(R Square)	45
第六節 人口統計變數構面分析	47
第七節 假設檢定結果	62
第五章 研究討論	64
第六章 研究結論與建議	69
第一節 研究結論與建議	69
第二節 管理意涵與貢獻	71
第三節 研究限制與後續研究建議	72
參考文獻	74
附    錄	83
表1-1：2015、2016年台灣智慧型手機銷售量(年/月)	2
表2-1：國內外研究對智慧型手機之定義彙整	8
表2-2：智慧型手機之相關研究	9
表2-3：國內外學者對知覺價格之定義	12
表2-4：國內外學者對滿意度之定義	15
表2-5：國內外學者對知覺品質之定義	18
表2-6：國內外學者對再購意願之定義	20
表2-7：國外學者對知覺價格、使用滿意度、知覺品質及再購意願之定義	22
表3-1：知覺價格操作性定義與衡量變項	26
表3-2：使用滿意度操作性定義與衡量變項	28
表3-3：知覺品質操作性定義與衡量變項	29
表3-4：再購意願操作性定義與衡量變項	31
表4-1：樣本基本資料	35
表4-2：敘述性統計分析彙整表	37
表4-3：構面平均變異萃取、組合信度、Cronbach's α	40
表4-4：構面平均數、因素負荷量、T-value	41
表4-5：構面相關係數與平均變異萃取平方根	43
表4-6：交叉負荷矩陣	43
表4-7：構面解釋力(R Square)	47
表4-8：假設檢定結果-性別	50
表4-9：假設檢定結果-婚姻	54
表4-10：假設檢定結果-就業	56
表4-11：平均標準差檢定-年齡	57
表4-12：效應項檢定-年齡	58
表4-13：多變量檢定-年齡	59
表4-14：平均標準差檢定-教育程度	59
表4-15：效應項檢定-教育程度	59
表4-16：多變量檢定-教育程度	60
表4-17：平均標準差檢定-工作行業別	60
表4-18：效應項檢定-工作行業別	61
表4-19：多變量檢定-工作行業別	61
表4-20：假設檢定結果	63
圖1-1：研究流程圖	6
圖3-1：研究架構	24
圖4-1：構面相關路徑係數圖	46
圖4-2：構面關係圖-性別(男)	49
圖4-3：構面關係圖-性別(女)	50
圖4-4：構面關係圖-婚姻(未婚)	52
圖4-5：構面關係圖-婚姻(已婚)	53
圖4-6：構面關係圖-非就業	55
圖4-7：構面關係圖-就業	56

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