近年來，觸控螢幕手機已經成為手機市場的新趨勢。2007年由 iPhone 所引領的觸控螢幕手機風潮已經快速改變消費者對手機介面的使用習慣，當然也改變新款手機產品的設計走向，國際品牌大廠，都已經逐漸將觸控式螢幕機種當作未來主要發展項目。
本研究以全螢幕觸控式手機為例，探討知覺品質、知覺價值與消費者購買意願的關係。
研究結果顯示全螢幕觸控式手機的知覺品質對知覺價值有顯著的正向關係。知覺價格對知覺價值影響的正向關係較不明顯。知覺價值對購買意願有顯著的正向關係。

In recent years, the touch screen mobile phone has become the new trend on mobile phone market. 2007, the trend which led by the iPhone touch screen mobile phone has rapidly changed the consumer’s habits of usage on the mobile phone interface, of course it changed the design orientation of new mobile phone products as well, the international brand companies have gradually taken the touch screen mobile phone as the primary developmental product.
This study takes the full touch screen mobile phone as an example to explore the relationships between perceived quality, perceived value and consumer purchase intention.
The results of the study show that the perceived quality of full touch screen mobile phone has significant positive correlation to the perceived value. Perceived price has less effect to the perceived value. Perceived value has significant positive correlation to the purchase intention.

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