消費者行為意向滿意為企業獲利來源指標，新產品服務知覺品質、企業形象、服 務等候有助於長期關係交換的維持；此意謂顧客滿意中，消費者知覺、價值在交換過 程中扮演之角色，但過去卻缺乏電信產業整合的研究，本研究提出整合架構，將服務 等候構念納入，以新產品服務知覺品質為前因變數、連結消費者行為意向與價值概念， 以台灣區曾接受電信新產品服務之消費者有效回收樣本1，277份為實證研究，探討各 構念對消費者的影響效果，根據結構方程模式研究結果顯示，電信新產品服務知覺品 質與知覺價值不顯著，但新產品服務知覺品質顯著影響消費者行為意向；企業形象與 消費者行為意向無顯著相關，知覺價值顯著影響消費者行為意向，知覺價值在消費者 行為意向間具有中介效果。本研究主要學理貢獻在於將「服務等候」構念納入，整合、 建構台灣區電信產業消費者行為意向模式。對行銷研究關注價值策略新發現：在環境 遽變的電信科技產業，傳統的「企業形象」已不再積極影響消費者之選擇，消費者重 視實質費率「利益」、「得」的「直接效果」，服務等候影響消費者行為意向，仍需 透過業者内部「服務延遲控制」與1艮務彌補」間接效果來滿足。本研究結果可提供 現存各電信業者推出新產品行銷策略參考。

This study is to explore the relationships among customer's perceived in the new tele-com product services perceived quality, waiting experience, corporation image and perceived value in telecom industry Taiwan. Preoccupation quality of performance with the ^benefit aspect* in the process of market exchange and negligence of the 'sacrifice price aspect' has been a major flow in pervious studies on the amtecedent affects of customers satisfaction. There is also an unfortunate lack of research integrating the antecedent and consequences effects of customer's behavioral intentions to account for the relationship of the two new product con-structs-perceived quality, waiting experievce, corporation image, and customber's perceiv-eedvalue.The findings and suggestions of this study are as follows: Our proposed model integration new product service quality perceptions, perceived value ? waiting experience etc. Total of 1,277 samples examined in the study. What is demonstrated is that the affect of customer's behavioral intentions on perceived quality, waiting experience, perceived value is the most robut. With the fast telecom industy environment changes have resulted in the changes and transformation, Corporate image no affects on the customers behavioral intentions. This study analysis showed that, if the telecom corporation operators were willing to promoto their services quality perception. They should improve customer's satisfaction in M control over delay'1 and ^'service compensation" dimension in waiting experience; Our findings: From the telecom customer's samples indicate that they place more stress on the aspect of "giving” or "benefits" in the real transactions, traditional corporation image no longer affects of they choice behavioral