本研究基於消費者的知覺價值觀點，目的在於探討消費者對於行動加值服務的付 費意願。本研究探用問卷調查法，調查對象為台灣地區七大行動加值服務業者的現有 用戶。本研究共發出400份問卷，回收333份，扣除11份填寫不完整的無效問卷， 有效回收322份，有效回收率達80.5%。研究結果顯示，消費者對行動加值服務的知 覺利益會正向影響知覺價值；消費者對行動加值服務的知覺犧牲會負向影響知覺價值； 消費者對行動加值服務的知覺價值會正向影響付費意願。此外，本研究亦發現消費者 性別、年齡、月收入以及月手機費用對整體模式並無顯著差異影響，但經由進一步分 析卻發現，消費者性別、年齡、月收入以及月手機費用會顯著影響「知覺利益—知覺 價值」的徑路係數；消費者月收入以及月手機費用會顯著影響「知覺犧牲—知覺價值」 的徑路係數。

This study presents the viewpoint of perceived value to investigate the willingness to pay for mobile value-added services. The proposed model was empirically tested using data collected form a survey of mobile value-added service consumers. The structural equation modeling technique was used to evaluate the causal model and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model. Our findings indicated that perceived benefit has a direct effect on perceived value; perceived sacrifice has a direct effect on perceived value; and perceived value has a direct effect on Willing-ness to Pay.