平板電腦並非嶄新的產品，但過去一直並未受到市場太多的關注。而這樣的情況在2010年Apple推出的iPad平板電腦後產生了很大的改變。Apple平板電腦甫推出9個月就熱銷千萬台。這股熱潮引起IT與手機等各大公司相繼投入此商品開發，2011年已有近百款電腦上市而掀起一場平板電腦大戰。但就消費者立場來看，選購平板電腦的關鍵因素究竟有哪些？ 本研究將以消費者觀點，探討消費者購買APPLE平板電腦的影響因素，以知覺價格、知覺品質、服務品質和知覺價值之間的關係之研究。同時參考學者之研究議題，並依其產業特性。發展本研究問卷之衡量問項並進行前測。其中包含專賣店員工的服務態度、產品知識、軟硬體設施，進行問卷設計及調查。問卷內容共分為「 知覺價格」、「知覺品質」、「服務品質」及「知覺價值」四大部份。 故本研究採取便利抽樣法，將問卷提供以大台北地區為主之顧客。總計發放250份問卷，回收210份，回收率84％，扣除填答不完整、遺漏或不具研究資格之問卷，有效問卷總數120份，有效回收率48.5％。 經本研究研究結果，得到結論如下： （1） 當產品訂價合理時，對於消費者的知覺價值有顯著的影響 （2） 當服務品質愈高時，對於消費者的知覺價值有顯著的影響 （3） 當產品品質愈高時，對於消費者的知覺價值有顯著的影響 Tablet PC isn’t a new product is the marketing, but it hasn’t got much attention from marketing till Apple iPad launched in 2010 which had been sold around ten million for only nine month. Due to great sales result for Apple iPad, there are hundred Tablet PCs have been launched by many PC/Mobile companies. However, from point of view of comsumer, what is the key factors for customer to choose tablet PCs ? The research will be made based on the point of view from customer investigate the factors of purcument by the theory of Perceived Price、Perceived Quality、Service Quality and Perceived Value. This research adopted convenience sampling for the comsumer of Taipei City, send out 250 questionaries, got back 210, 84% of rate if recovery, rejected non completed, The effective sample is 120, the effective rate of recovery is 48.5% . The result of this study is found： (1) When product’s price is reasonable, will be influencing the customer’s Perceived Value. (2) When the service quality is higher, will be influencing the customer’s Perceived Value. (3) When the product quality is higher, will be influencing the customer’s Perceived Value
