本研究探討了平板電腦消費者的特性，以及影響消費者購買平板電腦的關鍵因素。本研究的主要目的是要了解顧客在使用平板電腦後的體驗價值、滿意度及忠誠度之間的關係。研究方法主要透過量化的問卷調查，共獲得228份有效問卷。經實證研究發現：(1) 消費者投資報酬、服務優越性和美感價值對顧客忠誠度和滿意度有正向的關係影響；(2) 顧客滿意度對顧客忠誠度有正向的關係影響；(3) 相較iPad-like的使用者，iPad的使用者更願意花錢購買付費應用程式；(4) iPad使用者的滿意度及忠誠度皆顯著高於iPad-like的使用者。

This research investigates the characteristics of tablet PC consumers and the key factors in consumers’ purchasing decisions. The aim of the study is to understand the relationships between customers’ experiential value, satisfaction, and loyalty after using tablet PCs. Empirical data are collected by means of a questionnaire survey, which yields 228 valid responses. The empirical results suggest that: (1) the consumer’s return on investment, service excellence and aesthetics values have positively influences on customer satisfaction and their loyalty; (2) consumers’ satisfaction has a positive influence on their loyalty; (3) iPad users are more willing to buy applications which are not free compared to users of iPad-like tablets; and (4) the customer satisfaction and loyalty scores for the iPad are higher than those for iPad-like tablets.

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