隨著科技的進步，各式各樣的智慧型產品紛紛出籠，如運動手環或智慧型手錶，而從手機的智慧化開始，各種相關APP的陸續開發及應用更進一步影響人們的生活型態。到了2013年越來越多的大廠像是Google、Samsung、Sony、LG、Apple等等紛紛投入智慧型手錶的開發與研究，智慧型手錶的發展潛力由此可見一般。本研究將透過知覺價值(功能價值、享樂價值、知覺犧牲、象徵價值)之四構面，與態度來探討消費者對智慧型手錶的購買意圖。
本研究採用網路問卷進行隨機抽樣，以SPSS22.0版及Lisrel8.7版作為本研究之分析工具。最後透過結構方程模型分析驗證假說，得出以下結論：
一、在台灣的智慧型手錶市場中，功能價值及象徵價值透過態度對購買意圖有著關鍵性的影響力。
二、在台灣的智慧型手錶市場中，智慧型手錶的價值面都需經由態度加以中介，才能影響購買意圖。

With the progress of science and technology, a wide range of intelligent products have come out, such as sports bracelet or smart watches, and from the wisdom of mobile phones began, all kinds of related APP gradually developed, but also gradually into people's lives is to further affect the human life style.

In 2013, more and more technology manufacturers like Google, Samsung, Sony, LG, Apple, and so on, all of them have invested in smart watches this product, it seems that also shows the development of smart watches.

The purpose of this study will be through the perceived value (functional value, hedonic value, perceived sacrifice, symbolic value) of these four facets, and attitude to explore the consumer's intention let them to purchase the smart watches.

This study collects data from online questionnaire, where random samples are selected. Lisrel 8.7 and SPSS 22.0 are applied to analyze the data. Through employing structural equation modeling to test the hypotheses, results are gathered as below:

(1)In Taiwan's smart watch market, the functional value and symbolic value through the attitude of the purchase intention has a critical influence.
(2)In Taiwan's smart watch market, the wisdom of the value of the watch face through the attitude to be mediated in order to affect the purchase intention.

目錄	I
表目錄	III
圖目錄	V
第一章	緒論	1
第一節	研究背景	1
第二節	研究動機	3
第三節	研究目的	4
第四節	研究範圍及對象 4
第五節	研究流程	5
第二章	文獻探討	6
第一節	穿戴式裝置之定義與智慧型手錶發展史	6
第二節	知覺價值與衡量構面 11
第三節	態度	22
第四節	購買意圖	25
第三章	研究設計	30
第一節	觀念架構	30
第二節	研究假說	31
第三節	研究變數之操作性定義及衡量 34
第四節	研究設計	40
第五節	資料分析方法	41
第四章	資料分析與結果	45
第一節	敘述性統計分析	45
第二節	構面之信度分析	55
第三節	結構方程式模型分析 56
第五章	結論與發現 67
第一節	研究結論	67
第二節	研究發現	68
第三節	研究限制與未來建議 69
參考文獻	70
附錄 研究問卷 85

表目錄
表 2-1穿戴式裝置定義之彙整表 6
表 2-2智慧型手錶發展史	8
表 2-3知覺價值定義之整理	12
表 2-4知覺價值衡量構面之整理 18
表 2-5 本研究採用之相關學者定義整理 21
表 2-6態度相關研究之整理	23
表 2-7購買意圖定義之整理	26
表 2-8購買意圖相關研究整理 28
表 3-1研究假說整理表	33
表 3-2功能價值之操作性定義與衡量	34
表 3- 3享樂價值之操作性定義與衡量	35
表 3-4知覺犧牲之操作性定義與衡量	36
表 3-5象徵價值之操作性定義與衡量	37
表 3-6態度之操作性定義與衡量	38
表 3-7購買意圖之操作性定義與衡量	39
表 3-8購買意圖之操作性定義與衡量	40
表 3-9 Lisrel之參數符號定義	43
表 3-10整體模式之配適度指標	44
表 4-1整體有效樣本之性別分佈情形	45
表 4-2整體有效樣本之年齡分佈情形	46
表 4-3整體有效樣本之教育程度分佈情形 47
表 4-4整體有效樣本之居住所在地分佈情形 47
表 4-5整體有效樣本之婚姻狀況分佈情形 48
表 4-6整體有效樣本之職業分佈情形	48
表 4-7整體有效樣本之可支配所得分佈情形 49
表 4-8整體有效樣本之智慧型手錶品牌調查分佈情形 50
表 4-9整體有效樣本之智慧型手錶品牌調查分佈情形 51
表 4-10整體有效樣本曾經使用之智慧型手錶品牌調查分佈情形 52
表 4-11整體有效樣本主要使用之智慧型手錶品牌調查分佈情形 53
表 4-12整體有效樣本之智慧型手錶使用功能調查分佈情形	54
表 4-13研究變項之構面信度分析表	55
表 4-14結構方程式之參數說明	58
表 4-15整體模式之配適度衡量結果	60
表 4-16整體衡量模式之評估	61
表 4-17整體樣本假說驗證結果 63
表 4-18整體路徑效果分析	66

圖目錄
圖 1-1 2014年智慧型手錶前十名出貨廠商及數量 2
圖 1-2 2015年全球智慧型手錶出貨量	2
圖 1-3 研究流程圖 5
圖 2-1 態度架構圖	22
圖 3-1 本研究之觀念架構	30
圖 4-1 分析步驟圖	56
圖 4-2 本研究之整體線性結構圖 57
圖 4-3 本研究之結構路徑關係圖 65

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