本研究從行動通訊服務業者進行分析，探討體驗服務、服務品質對知覺價值及購買意願之影響，以了解消費者在電信業者推動體驗服務及提升服務品質之後是否影響其購買意願。本研究針對直營門市於新北市板橋區已完成體驗服務之消費者做為樣本選擇，進行問卷填答，共計回收324份樣本數，扣除一致性填答13份以及填答缺漏不完整11份，共計回收300份樣本數。問卷調查及分析後，並運用SPSS軟體作為統計分析工具，進行研究假設之檢驗。本研究之結論如下： 1.體驗服務對服務品質具有顯著正向之影響。2.體驗服務及服務品質對知覺價值具有顯著正向之影響。3.體驗服務、服務品質及知覺價值對購買意願具有顯著正向之影響。4.服務品質在體驗服務與知覺價值之間具有部分中介效果。5.服務品質在體驗服務與購買意願不具有中介效果。6.知覺價值在體驗服務與購買意願具有完全中介效果。7.知覺價值在服務品質與購買意願具有完全中介效果。 This study examines the impact of experience services, service quality on perceived value and willingness to buy from mobile operators to see whether consumers influence their purchasing intent after telecom operators promote experience and improve service quality. In order to solve the problem of questionnaire, questionnaire survey and analysis, the SPSS software was used as the statistical analysis tool to study the hypothesis of the study. The conclusions of this study are as follows: 1. Experience service has a significant positive impact on service quality. 2. Experience service and service quality have a significant positive impact on perceived value. 3. Experience service, service quality and perceived value have a significant positive impact on purchase intention. 4. Service quality in the experience of service and perceived value has a part of the intermediary effect. 5. Service quality in the experience of service and purchase intention without intermediary effect. 6. Perceived value in the experience of service and purchase intention with some intermediary effect. 7. Perceived value in the service quality and purchase intention with some intermediary effect.
