網際網路已成為國人生活不可或缺的服務，根據TWNIC調查行動上網已成為國人上網方式的主流，2013年底，國內主管機關天價釋出4G執照，預計2014年Q3陸續開台，鄰近的韓國、香港，4G服務已經服務一段時間，在國人殷切期盼下，我國也即將邁入4G服務行列。
本研究以知覺價值模式為基礎，並以消費者觀點，探討未來4G LTE行動上網服務消費者知覺品質、知覺犧牲、知覺價值對購買意願及支付意願之影響。本研究採用網路問卷方式進行調查，有效樣本共計208份，並採用SPSS 12.0套裝軟體執行統計分析，結果分析包含敘述性統計、相關分析與迴歸分析等並藉以瞭解消費者在考慮租用4G LTE行動上網服務時，其知覺品質、知覺價值、購買意願及支付意願間之影響與關聯性。
本研究結果如下：(一)消費者之知覺品質會正向影響其知覺價值，消費者的知覺價值會正向影響其購買意願。 (二)消費者的知覺犧牲對其知覺價值之影響並不顯著，消費者的知覺價值對其支付意願的影響並不顯著。(三)根據本研究統計，消費者支付意願平均數約為新台幣687.9元。(四)此外有22.8%的消費者表示，租用4G LTE上網服務後可能會退租家中的既有寬頻上網服務。

Internet has been an indispensable service, according to the survey of TWNIC, mobile Internet access has become a mainstream in all kinds of Internet access. By the end of 2013, Taiwan’s related authorities released 4G LTE Internet service licenses with high price, and the 4G LTE Internet service is expected to operate in Q3 of 2014. The 4G LTE Internet services has been operating in our neighboring countries, South Korea and Hong Kong, for a long time. Under the people’s expectations, Taiwan will have the 4G LTE Internet service pretty soon.
Based on the perceived value model and consumers’ point of view, this study is to explore the influence of perceived quality, perceived sacrifice, and perceived value on purchase intention, with 4G LTE Internet service as an example. In order to achieve the goal of this study, 208 valid sample questionnaires were obtained, and SPSS 12.0 software was used to carry out proper statistical analysis which including descriptive statistics, correlation analysis and regression analysis that can help to find out the influence and relevance among perceived quality, perceived value, purchase intention and willingness-to-pay while consumers considering renting the 4G LTE Internet service.
The conclusions of this study are as follows: (1) Consumers’ perceived qualities will positively affect their perceived values. The perceived value will also positively affect consumers' willingness-to-pay price. (2) Consumers’ perceived sacrifices do not significantly affect their perceived values and the perceived value does not significantly affect consumers’ willingness-to-pay price. (3) The research statistics shows that the average price of consumers’ willingness-to- pay is about NT $ 687.9. (4)This study also shows that 22.8% of consumers would surrender their home broadband Internet service if they rent 4G LTE Internet service.

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