蘋果公司於2010年4月正式推出iPad於美國開賣，造成一股熱銷旋風，使得平板電腦搖身一變成為引領時尚潮流的商品，正因為Apple的成功經驗引起業界注意，使其相關電腦開發廠商皆趨之若鶩地跳下來準備分食市場這塊大餅，呈現百家爭鳴的局面，顯見平板電腦商機之龐大。因此，有感於目前網路普及，3C產業崛起，平板商機快速成長，想探討不同類別消費者對涉入程度、知覺價值與購買意願間是否具有其關連性。本研究以中部某科技大學教職員做為研究對象，進行問卷調查。共計發放400份問卷，施測結果共計回收350份問卷，剔除無效樣本40份，有效樣本310份，有效樣本回收率89%。資料回收後進行資料統計分析，其方法包括：敘述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森相關分析與多元逐步迴歸分析。
研究結果發現:
1、涉入程度越高時,對消費者知覺價值有顯著正向影響。
2、當知覺情感性越高時，對於購買意願也就越高。
3、消費者涉入程度越多時，對於購買意願就會提昇。

Apple in April 2010 officially launched the iPad went on sale in the United States, it causes a hot cyclone, making the Tablet PC transformed into a fashionable product, because of Apple''s successful experience in the industry and attention to related computer manufacturers are developing rush to jump to prepare for eating piece of the pie market, showing a contending situation, which shows the enormous opportunities tablet PC. Therefore, realizing the popularity of the current network, 3C industry rise, fast-growing flat-panel business, would like to explore different types of consumer involvement, perceived value and purchase intentions between whether their relevance. In this study, Central University of Technology faculty as an object of study, to conduct surveys. A total of 400 questionnaires, sampling a total recovery of 350 questionnaires results, remove invalid sample 40, the effective sample of 310, the effective sample recovery rate of 89%. Data recovery after the statistical analysis, the method comprising: descriptive statistics, independent sample t test, one way ANOVA, Pearson correlation analysis and multiple regression analysis.
The results showed that:
1.The higher the degree of involvement, consumers have a significant positive
effect on perceived value.
2.When the emotional perception is higher,the purchase intention have higher.
3.More involvement of consumers for a long time,the purchase intention will be
improved.

摘 要......................................................Ⅰ
Abstract .....................................................Ⅱ
謝 誌...................................................... Ⅲ
目 錄...................................................... Ⅳ
表目錄....................................................... Ⅶ
圖目錄....................................................Ⅸ
第一章 緒論...................................................1
1.1 研究背景與動機.......................................1
1.2 研究目的.............................................3
1.3 研究流程.............................................3
第二章 文獻探討...............................................5
2.1 平板電腦.............................................5
2.1.1 平板電腦之歷史沿革..............................5
2.1.2 平板電腦（Tablet PC）定義........................6
2.1.3 平板電腦的型式..................................7
2.1.4 平板電腦作業系統................................10
2.2 涉入程度.............................................13
2.2.1 涉入的定義......................................13
2.2.2 涉入的分類......................................15
2.2.3 涉入程度的衡量..................................19
2.3 知覺價值.............................................21
2.3.1 知覺價值之定義..................................21
2.3.2 知覺價值之衡量..................................26
2.4 購買意願.............................................28
2.4.1 購買意願定義....................................28
2.4.2 購買意願之衡量..................................30
第三章 研究方法...............................................31
3.1 研究架構與研究假設...................................31
3.2 操作性定義與衡量.....................................35
3.2.1 涉入程度之操作性定義............................35
3.2.2 知覺價值之操作性定義............................36
3.2.3 購買意願之操作性定義............................37
3.3 研究設計.............................................38
3.3.1 研究範圍與對象..................................38
3.3.2 問卷設計........................................38
3.4 預試分析.............................................39
3.4.1 量表預試分析....................................43
3.5 資料統計分析方法.....................................49
第四章 實證分析與討論.........................................53
4.1 樣本分佈情形.........................................54
4.2 研究對象對涉入程度、知覺價值及購買意願之現況分析......55
4.3 涉入程度、知覺價值及購買意願在不同背景變項之差異性分析...................................................57
4.3.1 不同性別之受訪者與各研究變項的差異性分析........57
4.3.2 不同年齡之受訪者與各研究變項的差異性分析........58
4.3.3 不同教育程度之受訪者與各研究變項的差異性分析....60
4.3.4 不同月收入之受訪者與各研究變項的差異性分析......61
4.3.5 小結............................................63
4.4 涉入程度、知覺價值及購買意願間之相關分析..............64
4.5 涉入程度、知覺價值對購買意願預測力之多元逐步迴歸分析..65
4.6 知覺價值對涉入程度與購買意願間之中介檢定............68
4.7 研究結果彙整.........................................69
第五章 結論與建議.............................................71
5.1 結論.................................................71
5.2 管理意涵..............................................74
5.3 研究限制與後續研究建議...............................75
參考文獻......................................................77
附錄一 預試問卷...............................................83
附錄二 正式問卷...............................................88
表2.1 知覺價值 PERVAL 19項問項量表........................28
表3.1 涉入程度之操作性定義及衡量問項.........................35
表3.2 知覺價值之操作性定義及衡量問項.........................36
表3.3 購買意願之操作性定義及衡量問項.........................37
表3.4 前測因素分析可行性評估表...............................41
表3.5 因素負荷量與所需樣本數對照表...........................41
表3.6 信度的判斷依據.........................................43
表3.7 涉入程度構面之項目分析表...............................44
表3.8 知覺價值各構面之項目分析表.............................45
表3.9 知覺價值構面分量表之因素分析...........................47
表3.10購買意願構面之項目分析表...............................48
表3.11涉入程度、知覺價值及購買意願構面之量表信度分析.........49
表3.12相關係數的強度大小與意義...............................51
表4.1 人口統計變項統計表.....................................55
表4.2 受訪者對涉入程度的平均值及標準差.......................55
表4.3 受訪者對知覺價值的平均值及標準差.......................56
表4.4 受訪者對購買意願的平均值及標準差.......................56
表4.5 不同性別之受訪者在各研究變項的差異分析摘要表...........58
表4.6 不同年齡之受訪者在各研究變項的差異分析摘要表...........59
表4.7 不同教育程度之受訪者在各研究變項的差異分析摘要表........60
表4.8 不同月收入之受訪者在各研究變項的差異分析摘要表..........61
表4.9 不同人口統計變項之受訪者對各研究變項差異分析之結果摘要表.....................................................64
表4.10受訪者對於整體架構之相關分析............................64
表4.11受訪者對於各研究變項兩兩間之相關分析....................65
表4.12涉入程度對知覺價值之逐步多元迴歸分析摘要表..............66
表4.13知覺價值對購買意願之逐步多元迴歸分析摘要表..............66
表4.14涉入程度對購買意願之逐步多元迴歸分析摘要表..............67
表4.15平板電腦在涉入程度、知覺價值對購買意願的預測力和聯合解釋度之彙整表..........................................67
表4.16 涉入程度與知覺價值對購買意願之迴歸分析摘要表(β值) .....68
表4.17假設驗證結果表..........................................70
圖1.1 雲端運算和個人終端裝置之簡圖............................1
圖1.2 研究流程................................................4
圖 2.1 GRiDPad（The HYPERLOGOS, 2011）.......................5
圖2.2 蘋果電腦 IPAD..........................................7
圖 2.3 華碩ASUS Eee PC T101MT 雙核心平版電腦.................8
圖2.4 ASUS變型平板電腦......................................8
圖2.5 ASUS滑蓋型平板電腦....................................9
圖2.6 ACER雙螢幕型平板電腦..................................9
圖2.7 Zaichkowsky涉入概念圖................................16
圖2.8 個人涉入量表(Personal Involvement Inventory,PII) ...........20
圖2.9 Zaichkowsky 的個人涉入量表.............................20
圖2.10價格知覺概念性架構圖...................................22
圖2.11知覺價格、知覺品質與知覺價值的觀念性模式...............23
圖2.12價格、品牌名稱與商店名稱對認知價值影響的概念性模型.....24
圖2.13消費者購買決策過程.....................................29
圖3.1 本研究架構圖...........................................31

中文部份
1.方威智（2012）。品牌權益、網站特性、知覺風險與購買意願影響關係之研究。未出版碩士論文，南華大學企業管理研究所，嘉義縣。
2.吳明隆、涂金堂（2006）。SPSS與統計分析應用。台北市：五南出版社。
3.周文賢（2002）。多變量統計分析。台北：智勝出版社。
4.周秀蓉、黃琪淳、陳恰君、嚴素娟、羅詠秦（2008），「休閒體驗與知覺價值對購買意願之影響一以夢時代購物中心為例」，商業現代化學刊，第4卷，第3期，P.29-42。
5.邱皓政（2006）。量化研究與統計分析-SPSS中文視窗版資料分析範例解析。台北：五南。
6.凃金堂(2009)。教育測驗與評量。台北：三民。
7.凃金堂(2012)。量表編製與SPSS。台北：五南。
8.胡欣慧、何玉珍（2008），「消費者對量販店自有品牌食品購買意願之研究」， 餐旅暨家政學刊，第5 卷，第3 期，P.273 -293。
9.徐達光(2003)，消費者心理學，初版，東華書局。
10.秦孝華（2006）。品牌形象與消費者涉入對品牌購買行為影響之研究。未出版碩士論文，國立臺北大學企業管理研究所，臺北市。
11.張淑君（2004）。消費者對通路之信任與保健食品購買意圖之關係：品牌知名度、產品涉入調節效果的驗證。未出版碩士論文，國立東華大學企業管理研究所，花蓮縣。
12.張孝銘（2009）。遊客對海域運動觀光吸引力認知、旅遊體驗、知覺價值與行爲意向之研究。休閒產業管理學刊，2(3)，31-55。
13.陳澤義（2005），服務管理。台北市：華泰文化有限公司。
14.陳秀貞(2006)。平板型電腦之相容式鍵盤控制器和低功率設計與建構。輔仁大學電子工程學系碩士論文，未出版，新北市。
15.陳志一（2007）。顧客知覺價值與顧客滿意度對顧客忠誠度影響之研究：以國立臺灣大學綜合體育館羽球消費者為例。運動教練科學，9，207-218。
16.黃俊英（2004）。行銷學原理。臺北市：華泰文化事業股份有限公司。
17.黃守聰（2004）。產品涉入程度、品牌權益、感性訴求廣告與購買意願關係之研究─以手機為例。未出版碩士論文，大葉大學工業關係研究所，彰化縣。
18.莊立民(2006)，企業倫理，台北市，全華科技。
19.葉俐均（2011）。男性臉部保養品購買涉入對顧客價值與消費者購買決策影響之研究。未出版之碩士論文，淡江大學國際企業學系碩士在職專班。
20.顏大為 (2004)。以平板電腦與無線區域網路為基礎之行動醫囑系統雛形規劃與設計。中國醫藥大學醫務管理研究所碩士論文，未出版，台中市。
21.蕭至惠、蔡進發、陳玟君（2012），「廣告訴求與產品屬性的差異真能左右消費者對廣告效果的知覺」，行銷評論，第9卷，第1期，P.61- 90。
英文部份
1.Antil, J. H. (1984), “Conceptualization and Operationalization of Involvement, ” Advances in Consumer Research, vol.11, no.1, pp.203-209.
2.Baron, R. M. & Kenny, D. A. (1986), The Moderator-Mediator Variable
Distinction in Social Psyhological Research: Conceptual, Strategic, and
Statistical Considerations, Journal of Personality and Social Psychology,
Vol.51, No.6, pp.1173-1182.
3.Biswas, A., “The Moderating Role of Brand Familiarity in Reference Price Perception,” Journal of Business Research. Vol.25, No.3, pp.251-262, 1992.
4.Bloch, P. H. (1982), “Involvement Beyond the Purchase Process: Conceptual Issues and Empirical Investigation,” Advances in Consumer Research, vol.9, no.1, pp.413-417.
5.Cattell, R. B.（1966）, “The Scree Test for the Number of Factors,” Multivariate Behavioral Research, April ,Vol.1, P.245-276.
6.Clark, K. and R. W. Belk (1979), “The Effect of Product Involvement and Task Definition on Anticipated Consumer Effort,” Advances in Consumer Research, Vol.5, no.1, pp.313-318.
7.Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16,297-334.
8.Dodds, W.B., Monroe, K.B. & Dhruv, G. (1991). “Effects of Price, and Store Information on Buyers’ Product Evaluation.” Journal of Marketing Research, 307-318.
9.Dunteman,G.H.(1994).Principal component analysis. In M.S. Lewis -Beck (Ed.), Factor analysis and related techniques(pp.157-245).London: Sage.
10.Engel, J. F., Blackwell, R.D. & Miniard, P.W. (1984). Consumer Behavior, Hwa-Tai Bookstore, Taipei, 1990.
11.Engel, J. F. and Blackwell, R. D. (1984). “Consumer Behavior, ” South- Western College Publishing, pp.687-689.
12.Foster, J., Barkus, E., & Yavorsky, C.(2006). Understanding and using advanced Statistics. Landon:Sage.

13.Grewal, D., Monroe, K.B. & Krishnan, R. (1998)”. The Effects of Price Comparison Advertising on Buyers’ Perceptions of Acquisition Value and Transaction Value.” Journal of Marketing, 62, 46–59.
14.Hair, F. Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis: A Global Perspective. 7th ed. New York: Macmillan, 125.19.
15.Hanna, N. and R. Wozniak (2001), Consumer Behavior: An Applied Approach, Prentice-Hall, Inc.
16.Houston, M. J. and M. L. Rothschild (1978), “Conceptual and Methodological Perspectives in Involvement,” Research Frontiers in Marketing: Dialogues and Directions, pp.184-187
17.kaiser, H.(1960).The application of electronic computers to factor analysis.Educational and Psychological Measurement, 20, 141-151.
18.Kaiser, H. F. and J. Rice（1974）, “Little Jiffy Mark IV. ” Educational and Psychological Measurement, Vol.34,spring, P.111-117.
19.Krugman, H. E. (1965), “The Impact of Television Advertising: Learning Without Involvement” Public Opinion Quarterly, vol.29, no.3, pp.349-356.
20.Mclver,J.P.,& Carmines,E.G.(1981). Unidimensional scaling. Beverly Hills,CA:sage.
21.McQuarrie, Edward, F. & Michael, M. (1992). A revised product involvement inventory: improved usability and validity. Advances in Consumer Research, 19,108-115.
22.Monroe, K. B. & Krishnan, R. (1985). “The Effect of Price on Subjective Product Evaluations.” In Perceived Quality,. Jacoby, J. & Olson, J. ed..Lexington, MA: Lexington Books: 209-32.
23.Monroe, K. B. (1990). Pricing: Making Profitable Decisions, 2nd ed.New York: McGraw-Hill.
24.Morwitz, V.G., and Schmittlein, D., “Using segmentation to improve sales forecasts based on purchase intent: Which ‘intenders’ actually buy,” Journal of Marketing Research, Vol.29, No.4, pp.391-405, 1992.

25.Parasuraman, A., and Grewal, D., “The Impact of Technology on the Quality- Value-Loyalty Chain: A Research Agenda,” Journal of the Academy of Marketing Science, Vol.28, No.4, pp.168-174, 2000.
26.Petrick, J.F., “Development of a multi-dimensional scale for measuring theperceived value of a service,” Journal of Leisure Research, Vol.4, No.2., pp.119-134, 2002.
27.Ridhins, M. L. and P. H. Bloch (1986), “After the New Wears Off: The Temporal Context of Product Involvement,” Journal of Consumer Research. Vol.13, no.2, pp.280-285.
28.Rao, A. R. & Monroe, K. B. (1989). The effect of price, brand name and store name on buyer’s subjective product assessments: An intergrative review. Journal of Marketing Research, 26, 351-357.
29.Schiffman, L. G. and L. L. Kanuk.（2000）, Consumer Behavior, 7th ed., Prentice Hall, Inc. Vol.1 , No. 2 , P. 239-340.
30.Sherif, M. and H. Cantril (1947), The Psychology of Ego Involvements, Social Attitudes and Identifications, Champman & Hall.
31.Sheth, J.N., Newman, B.I. and Gross, B.L., “Why we buy what we buy: a theory of consumption value,” Journal of Business Research, 22（2）, 159-170, 1991.
32.Summers, T. A. & B. D. Belleau.（2006）.Predicting Purchase Intention of a Controversial Luxury Apparel Product. Journal of Fashion Marketing and Management, 10（4）, 405－419.
33.Sweeney, J.C., and Soutar, G.N., “Consumer perceived value: The development of a multiple item scale,” Journal of retailing, Vol.77, No.2, pp. 203-220, 2001.
34.Taylor, Mark B. (1981). “Product Involvement Concept: An Advertising Planning Point of View,” Attitude Research Plays for High Stakes, p. 94-99.
35.Tyebjee, T. T. (1979), “Response Time, Conflict, and Involvement in Brand Choice,” Journal of Consumer Research, vol.6, no.3, pp.295-304.
36.Zaichkowsky, J. L. (1985), ”Measuring the Involvement Construct,” Journal of Consumer Research, vol.12, no.3, pp.341-352.
37.Zaichkowsky, J. L. (1986), Conceptualizing Involvement, Journal of Advertising, Vol. 15, pp. 4-14.
38.Zaichkowsky, J. L. (1994), Research Notes: The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising, Journal of Advertising, Vol. 23, (December), pp. 59-70.
39.Zeithaml, V. A. (1988). “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”. Journal of Marketing, 52,2-22.