隨著數位通路渠道的增加，營銷市場愈演愈烈，為使原生廣告能擴大觸及更多消費者，業者逐漸轉而集中於行動端，而行動廣告業也超越了裝置廣告的收入。故此賣方更必須站在提供有效的廣告訊息價值為導向，獲取提高購買的效益。顧客的知覺價值及關係品質為關鍵驅動因素並具有重要意義。許多研究在探討網路購物決策研究中，在心理層面多著重於貨幣方面，並且是交易貨幣，然而客戶不一定從價格最低的網路商店購買。在非貨幣方面(例如:時間、精力)也是購物決策的重要因素，特別是在線上消費是否能節省時間或精力。因此在調節變數上考慮了貨幣(金錢)及非貨幣(時間)，畢竟客戶通常不會記得商品的實際價格，他們認為對他們有意義才會參考更高或更低的價格。特別是在低成本的商品上，顧客會認為時間比金錢更為重要。
本研究架構以Sweeney & Soutar(2001)的知覺價值理論為基礎，並增加關係品質為前因變數，以知覺犧牲中的「貨幣」與「時間性」為調節變數，觀測與前因變數交互作用後，對於購買意圖的關係。研究背景針對使用LINE的一般大眾進行分析，並採取隨機抽樣的方式，共回收175位有效樣本。
結果表明，知覺利益中的情感價值及功能價值；關係品質的滿意度、承諾是增加購買意圖的關鍵因素。研究亦提出相應的建議以供企業參考，避免耗費不必要的資源，以便制定出真正滿足消費者的政策。

With the increase of multiple digital channels, the marketing environment has become intensely. In order to reach more consumers, retailers and marketers gradually devoted on mobile commerce. Besides, the revenue of mobile advertising industry has already outstrips the other traditional ad. In this way, the seller must classify the advertising message and transforming the message into value-oriented to stimulate buying growth. Perceived value and Relationship quality are meaningful factors driving purchase intention as well.
Lots of studies centre on psychological aspects of monetary, especially focus on trading currency when making buying decision online. However, the lowest price is not the necessary reason causing customers to buy on line, whereas saving time or effort these non-monetary terms were also important factors in purchase decisions(such as time or energy). Therefore, this study adds monetary (money) and non-monetary (time) as Moderator factors. After all, consumers’ usually don’t remember the actual price unless it’s meaningful for them, and try to forward to consider higher or lower price as reference. In some situation, time factor is superior to money, especially when buying low-cost commodity online.
The framework is based on Sweeney & Soutar (2001) theoretical, adding relationship quality as independent variable to investigate the relationship between these two independent variable and purchase intention. Data were collected from people who have used LINE as our research background; a random sample of 175 samples was taken.
Finally, the findings showed that two factors of Perceived Value (Emotional value and Function value); Satisfaction and Commitment of Relationship Quality, which have critical values to increase purchase intention have been proven. Furthermore, time factor interactions with Emotional value has positive relationship with purchase intension, while monetary factor has no support was found for the moderating effect. The recommendations thereby as follow for enterprises should take the correct actions instead of unnecessary consumption.

目錄
論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究目的 7
第四節 研究流程 8
第貳章 文獻探討 9
第一節 顧客知覺價值 9
第二節 知覺利益 12
第二節 知覺犧牲 12
第三節 關係品質 14
第四節 知覺價值、關係品質與購買意圖 15
第叁章 研究設計 17
第一節 研究架構與假設 17
第二節 操作型定義與衡量方法 18
第三節 問卷架構 23
第四節 資料分析工具 24
第肆章 資料分析與討論 26
第一節 樣本結構 26
第二節 整體敘述性統計分析 28
第三節 信度分析 38
第四節 效度分析-建構效度 41
第五節 聚歛效度- 因子分析 47
第六節 各構面之效標關聯度-相關分析 48
第七節 購買意圖影響因素分析 54
第八節 時間性之調節干擾程度分析 59
第九節 人口統計變數分析 68
第五章 結論與意涵 82
第一節 結論 82
第二節 管理意涵 84
第三節 研究限制與未來研究建議 84
參考文獻 85
問卷 89

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