本研究的目的係探討行動加值服務的知覺風險、知覺價格、服務品質、資訊品質、顧客知覺價值、顧客滿意度與行為意向之關係。研究對象為使用過行動加值服務的消費者，共取得383份有效樣本，以結構方程模式(Structural Equation Modeling, SEM)驗證研究模式中之假設關係。 研究發現：1. 顧客知覺價值受知覺風險、知覺價格與服務品質等因素影響，且以知覺價格對顧客滿意度的影響效果最大。2.顧客滿意度受知覺價格、服務品質與資訊品質等因素影響。3.顧客知覺價值對顧客滿意度具有正向影響效果。4.顧客知覺價值與顧客滿意度也將正向影響行為意向 5.服務品質並未對行為意向產生直接影響效果，另以競爭模式來驗證其中介關係。 結果顯示，顧客知覺價值與顧客滿意度是良好的中介變項。表示，服務品質將透過顧客知覺價值與顧客滿意度對行為意向產生間接影響效果。本研究建議，提升顧客知覺價值與滿意度是行動業者在擬定行銷策略的方案中，所必須重視的重要因子。本研究結果將提供予各業者一個參考的方向。 The purpose of this study was to explore the relationship among the perceived risk, perceived price, service quality, information quality, customer perceived value, customer satisfaction and the behavior intention in mobile value-added services. The sample was the consumer who had served the mobile value-added service. A total of 383 subjects joined in responding the questionnaire. Study the assumption relation in the model by the Structural Equation Modeling identification. The overall empirical results supported the proposed hypotheses. This study found: (1) The customer perceived value is subjected to factor influences such as perceived risk, perceived price and service quality, and the influence effect of perceived price to customer satisfaction was the biggest. (2) The customer satisfaction is subjected to factor influences such as perceived price, service quality and information quality. (3) The customer perceived value positively influenced customer satisfaction. (4) The customer perceived value and satisfaction positively influenced behavioral intentions. (5) The relationship between service quality and behavioral intentions was not direct, besides make use of to competition model to identify service quality and behavior intentions of intervening relation. The results indicated that, customer perceived value and customer satisfaction were good intervening variable. In expression, the service quality will penetrate customer perceived value and customer satisfaction has the indirect influence effect to behavior intentions. This research suggestion promoted the customer perceived value and customer satisfaction on the mobile industry in draws up the marketing strategy in the plan as important factor. This research result will provide to a direction of reference of each motion industry.
