The Impact of Perceived Quality, Perceived Sacrifice, and Perceived Value on Consumer’s Purchase Intention－An Empirical Study of 4G LTE Internet Service

• Main Authors: Ho-chung Wang, 王和忠
• Other Authors: Hsi-peng Lu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/04927401061780263727

碩士 === 國立臺灣科技大學 === 資訊管理系 === 102 === Internet has been an indispensable service, according to the survey of TWNIC, mobile Internet access has become a mainstream in all kinds of Internet access. By the end of 2013, Taiwan’s related authorities released 4G LTE Internet service licenses with high price, and the 4G LTE Internet service is expected to operate in Q3 of 2014. The 4G LTE Internet services has been operating in our neighboring countries, South Korea and Hong Kong, for a long time. Under the people’s expectations, Taiwan will have the 4G LTE Internet service pretty soon. Based on the perceived value model and consumers’ point of view, this study is to explore the influence of perceived quality, perceived sacrifice, and perceived value on purchase intention, with 4G LTE Internet service as an example. In order to achieve the goal of this study, 208 valid sample questionnaires were obtained, and SPSS 12.0 software was used to carry out proper statistical analysis which including descriptive statistics, correlation analysis and regression analysis that can help to find out the influence and relevance among perceived quality, perceived value, purchase intention and willingness-to-pay while consumers considering renting the 4G LTE Internet service. The conclusions of this study are as follows: (1) Consumers’ perceived qualities will positively affect their perceived values. The perceived value will also positively affect consumers' willingness-to-pay price. (2) Consumers’ perceived sacrifices do not significantly affect their perceived values and the perceived value does not significantly affect consumers’ willingness-to-pay price. (3) The research statistics shows that the average price of consumers’ willingness-to- pay is about NT $ 687.9. (4)This study also shows that 22.8% of consumers would surrender their home broadband Internet service if they rent 4G LTE Internet service.