近年來通訊科技的進步，改變了人與人溝通的方式及打破空間的限制，而行動電話的需求增加更加深人們對它的依賴， 因此高度整合及多功能之智慧型手持裝置隨之因應而生並蔚為風潮。鑒於智慧型手機的需求普遍且急遽擴增，本研究特挑選品牌知名度高、實用性強、貼近市場需求且廣獲消費者青睞的iPhone智慧型手機為例，進行探討一般消費者對iPhone之產品知識、產品屬性、蒐尋成本對知覺品質影響的程度，以及分析消費者購買iPhone的意願受知覺品質Perceived Quality影響的程度。 

由於筆者服務於電信業，為期能與工作實務結合，以提供手機廠商未來擬定行銷策略及方向參考。研究結果顯示iPhone產品所具備的服務功能與消費者使用智慧型手機的經驗，會影響消費者決定是否購買iPhone，同時研究顯示消費者的知覺品質受產品知識及產品屬性有顯著正向影響，雖然知覺品質受蒐尋成本的因素影響並不明顯，但仍有其相關性，最後，發現消費者的購買意願也明顯受知覺品質的影響。

依據研究結果，對廠商在發展智慧型手機時及其行銷策略提出下列三項建議：
1. 注重產品屬性提升知覺品質以增加消費者購買意願
2. 推展產品知識提升知覺品質以增加消費者購買意願。
3. 提升服務品質及強化行銷策略。

The ways of communication and barriers of space among people have been greatly changed by latest telecommunication technologies. As consumers become increasingly reliant on mobile phones, highly-integrated and multi-functional smart phones become promising worldwide. The iPhone, one of the most popular smart phones, is taken as an pilot study of how much degree of perceived quality can be influenced by product knowledge, product characteristics and relative searching cost. Furthermore, the degree of how consumer’s willingness to buy for iPhone which are influenced by perceived quality is also analyzed.
The author serves as an employee at a telecommunication company and takes working experience into account to propose marketing strategies for smart phone suppliers in the near future. The results of this study show that functions provided by iPhone and consumer’s usage experience of smart phones will influence consumer’s decision to buy iPhone. In addition, the influences of product knowledge and product attribute upon consumer’s perceived quality are shown to be significantly positive. Although the perceived quality is insignificantly influenced by searching cost, they are still correlated with each other. Finally, it is also found that consumer’s willingness is significantly influenced by perceived quality.
According to the findings in this study, three kinds of marketing strategies for increasing consumer’s buying willingness are suggested to smart phone suppliers as follows:
1. Focus on product attributes in order to improve perceived quality 
2. Promote product knowledge in order to improve perceived quality
3. Improve the quality of services and strengthen the marketing strategies

目  錄
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	4
第三節 研究流程	5
第二章 文獻探討	8
第一節 智慧型手機	8
第二節 產品知識	11
第三節 產品屬性	14
第四節 蒐尋成本	18
第五節 知覺品質	21
第六節 購買意願	25
第七節 產品知識與知覺品質之關聯	28
第八節 產品屬性與知覺品質之相關研究	29
第九節 搜尋成本與知覺品質之相關研究	30
第十節 知覺品質與購買意願之相關研究	31
第三章 研究方法	32
第一節 研究架構	32
第二節 研究假設	33
第三節 研究變數之定義與衡量	34
第四節 問卷設計	36
第五節 統計方法	40
第四章 資料分析	42
第一節 樣本描述	42
第二節 基本敘述統計分析	47
第三節 信度分析	52
第四節 相關分析	53
第五節 迴歸分析	55
第六節 綜合分析	59
第五章 結論與建議	60
第一節 結論	60
第二節 建議	62
第三節 研究限制	66
參考文獻	67
附錄 問卷	71
 
表目錄
表2-1 產品知識的定義彙整	12
表2-2 產品屬性的定義彙整	16
表2-3 搜尋成本的定義彙整	19
表2-4 知覺品質的定義彙整	23
表2-5 購買意願的定義彙整	26
表3-1 產品知識之衡量問項	36
表3-2 產品屬性之衡量問項	37
表3-3 搜尋成本之衡量問項	38
表3-4 知覺品質之衡量問項	39
表3-5 購買意願之衡量問項	39
表4-1 問卷回收統計表	42
表4-2 問卷回收性別及年齡統計表	43
表4-3 問卷回收過去三個月平均每月通信費及目前使用手機年限統計表	45
表4-4 問卷回收新購可能性及願購手機金額統計表	46
表4-5 產品知識構面統計表	47
表4-6 產品屬性構面統計表	48
表4-7 蒐尋成本構面統計表	49
表4-8 知覺品質構面統計表	50
表4-9 購買意願統計表	51
表4-10 相關構面信度統計表	52
表4-11 各研究構面Person相關分析	54
表4-12 產品知識對知覺品質之迴歸分析	55
表4-13 產品屬性對知覺品質之迴歸分析	56
表4-14 搜尋成本對知覺品質之迴歸分析	57
表4-15 知覺品質對購買意願之迴歸分析	58
表4-16 研究假說檢定結果彙整表	59

圖目錄
圖1-1 研究流程	5
圖2-1 iPhone 3	8
圖2-2 iPhone 4	9
圖3-1 研究架構	32

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