平板電腦並非嶄新的產品，但過去一直並未受到市場太多的關注。而這樣的情況在2010年Apple推出的iPad平板電腦後產生了很大的改變。Apple平板電腦甫推出9個月就熱銷千萬台。這股熱潮引起IT與手機等各大公司相繼投入此商品開發，2011年已有近百款電腦上市而掀起一場平板電腦大戰。但就消費者立場來看，選購平板電腦的關鍵因素究竟有哪些？
本研究將以消費者觀點，探討消費者購買APPLE平板電腦的影響因素，以知覺價格、知覺品質、服務品質和知覺價值之間的關係之研究。同時參考學者之研究議題，並依其產業特性。發展本研究問卷之衡量問項並進行前測。其中包含專賣店員工的服務態度、產品知識、軟硬體設施，進行問卷設計及調查。問卷內容共分為「 知覺價格」、「知覺品質」、「服務品質」及「知覺價值」四大部份。
故本研究採取便利抽樣法，將問卷提供以大台北地區為主之顧客。總計發放250份問卷，回收210份，回收率84％，扣除填答不完整、遺漏或不具研究資格之問卷，有效問卷總數120份，有效回收率48.5％。
經本研究研究結果，得到結論如下：
（1）	當產品訂價合理時，對於消費者的知覺價值有顯著的影響
（2）	當服務品質愈高時，對於消費者的知覺價值有顯著的影響
（3）	當產品品質愈高時，對於消費者的知覺價值有顯著的影響

Tablet PC isn’t a new product is the marketing, but it hasn’t got much attention from marketing till Apple iPad launched in 2010 which had been sold around ten million for only nine month. Due to great sales result for Apple iPad, there are hundred Tablet PCs have been launched by many PC/Mobile companies. However, from point of view of comsumer, what is the key factors for customer to choose tablet PCs ?
The research will be made based on the point of view from customer investigate the factors of purcument by the theory of Perceived Price、Perceived Quality、Service Quality and Perceived Value.
  This research adopted convenience sampling for the comsumer of Taipei City, send out 250 questionaries, got back 210, 84% of rate if recovery, rejected non completed, The effective sample is 120, the effective rate of recovery is 48.5%
. The result of this study is found：
(1)	When product’s price is reasonable, will be influencing the customer’s Perceived Value.
(2)	When the service quality is higher, will be influencing the customer’s Perceived Value.
(3)	When the product quality is higher, will be influencing the customer’s Perceived Value

目錄	I
表目錄	III
圖目錄	V
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
第二章 文獻探討	5
第一節  平板電腦的定義與分類	5
第二節  知覺價格	9
第三節  知覺品質	11
第四節  服務品質	13
第五節  知覺價值	22
第三章  研究方法	27
第一節	研究架構與假說	27
第二節	變數操作性定義	29
第三節	問卷設計	31
第四節	抽樣設計	33
第五節	資料統計分析方法	35
第四章  資料分析結果	38
第一節  樣本結構分析	38
第二節  因素分析	41
第三節  研究假說修正	47
第四節  迴歸分析	49
第五節  單因子變異數分析	51
第五章 結論與建議	65
第一節	研究結論	65
第二節	實務建議	68
第三節	研究限制與未來研究方向	69
參考文獻	70
表目錄
表 2-1 SERVQUAL 量表構面及認知的項目 ...................................................... 18
表2-2 PZB 服務品質構面彙總 ......................................................................... 19
表 2-3 國外學者對服務品質定義 ..................................................................... 21
表2-4 知覺價值四個構面 ................................................................................. 24
表3-1 問卷發放與有效回收情況之摘要表 ....................................................... 34
表3-2 因素負荷量選取標準 ............................................................................. 36
表4-1 受訪者之性別分配表 ............................................................................. 38
表4-2 受訪者之年齡分配表 ............................................................................. 39
表4-3 受訪者之職業分配表 ............................................................................. 39
表4-4 受訪者之教育程度分配表 ...................................................................... 40
表4-5 受訪者之人口分配表 ............................................................................. 40
表4-6 受訪者之產品訊息分配表 ...................................................................... 41
表4-7 KMO之判斷標準表 ................................................................................ 43
表4-8 服務品質因素分析之KMO AND BARTLETT'S TEST表 ............................. 43
表4-9 服務品質因素分析之轉軸後因素矩陣表 ............................................... 44
表4-10 相關係數表 .......................................................................................... 49
表4-11 迴歸分析表 .......................................................................................... 50
表4-12 「知覺價格」對人口屬性變數之變異數分析 ........................................ 52
表4-13 「知覺價格」對年齡層之SCHEFFE’S法多重比較 .................................. 53
表4-14 「知覺價格」對教育程度之SCHEFFE’S法多重比較 .............................. 54
表4-15 「快速的應變能力」對人口屬性變數之變異數分析 ............................. 54
表4-16 「快速的應變能力」對年齡層之SCHEFFE’S法多重比較 ...................... 56
表4-17 「貼心與熱忱的服務」對人口屬性變數之變異數分析 ......................... 57
表4-18 「貼心與熱忱的服務」對年齡之SCHEFFE’S法多重比較 ...................... 58
表4-19 「貼心與熱忱的服務」對月收入之SCHEFFE’S法多重比較 ................... 59
表4-20 「知覺品質」對人口屬性變數之變異數分析 ........................................ 60
表4-21 「知覺品質」對年齡之SCHEFFE’S法多重比較 ..................................... 61
表4-22 「知覺品質」對職業之SCHEFFE’S法多重比較 ..................................... 62
表4-23 「知覺品質」對教育程度之SCHEFFE’S法多重比較 .............................. 64
圖目錄
圖2-1服務品質的觀念模型 ................................................................................ 14
圖2-2 SERVQUAL 模式 ........................................................................................ 17
圖2-3 JEFFREY W.MARR 服務品質的衡量 ........................................................... 20
圖2-4顧客傳遞價值的決定因素......................................................................... 26
圖3-1本研究之概念性架構 ............................................... 錯誤! 尚未定義書籤。
圖4-1修正後的研究假說 .................................................................................... 47

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