摘要
本研究的目的是要建構與檢視行動數據傳輸之消費者行為模式，在分析結構上以消費者的認知需求、產品的屬性、價格因素以及購買意向等四個因素作為消費者的行為模式的的潛在變數，然後以線性結構關係模式（LISREL）探討四個潛在變數之間的因果關係。
在模式分析上分為兩個階段方法進行。首先由驗證性因素分析（Confirmatory Factor Analysis）探討影響消費者行為的共同因素（需求認知、產品的屬性、價格因素以及購買意向），也就是潛在變數（latent variables）。第二階段由結構方程模式（Structural Equation Modeling），分析這些潛在變數的預期路徑以及相對支持強度，最後對模式的因果關係模式作假設檢定。預期本文所建構的消費者行為模式可以做為未來第三代行動通訊系統（3G）的消費者行為預測之基礎。

Abstract
The purpose of this paper is attempt to build and test the model of consumer behavior, using data communication on the mobile phone. Despite the explosive growth of 2nd generation mobile system (GSM) and rapidly increasing number of consumers who use media (such as photos or access the website) and try to get information they want.
We adopt four dimensions to build the structural model of consumer behavior, including need for cognition, product attributes, price factors and purchase intention, and define them as unobserved variables in the LISERL. Finally, we perform relative strength in the Path analysis showing causal model.
For model analysis, there are two phase to implement as follows: Firstly, we use Confirmatory Factors Analysis (CFA) to explore the correlation between unobserved (latent) and observed variables. Secondly, the relative relations of four unobserved variables will be confirmed by identification, estimation, test and model-fitting in the Structural Equation Modeling (SEM). We expect that the model of consumer behavior will be appropriately inferred and explain to 3rd mobile communication (3G) in the future.

目錄
第一章 緒論…………………………………1
第一節 研究背景與動機…………………….1
第二節 研究目的與範圍…………………...4
第三節 研究假設…………………………...5
第四節 研究方法與步驟…………………...7
第五節 研究限制…………………………...8
第二章 文獻探討………………………...10
第一節 消費者的認知需求………………..10
第二節 消費者對產品屬性的認知………..12
第三章 消費者對價格的評估……………..19
第四節 消費者的態度與購買意向………..22
第三章 研究方法……………………………26
第一節 研究對象……………………......26
第二節 研究模式的建立……………......30
第三節 變數的操作性定義與衡量…......32
第四章 研究結果…………………….....39
第一節 信度與效度之分析………………..39
第二節 驗證性因素分析…………………..41
第三節 結構方程模式分析………………..50
第五章 結論與建議……………………….61
第一節 結果與討論………………………..61
第二節 未來研究建議……………………..63
參考文獻…………………………………….64
附錄

參考文獻
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