近年來網路的興起，使得線上遊戲、線上音樂、影片等多媒體視聽娛樂應用日益普及，個人電腦功能亦隨之多樣化、高效能、低價格，消費者在購買電腦產品時，需花費更多的時間了解其功能間的差異，提高了選購時的不確定性的，而電腦產品的持續低價策略，亦可能使消費者對電腦價值的判斷及價格的認知產生變化；經本研究利用結構方程式模式(SEM)加以比較驗證，結果發現消費者在購買跨國品牌個人電腦時，透過高規避不確定性，其價格認知與價值認知均有正向影響。
根據上述結果，本研究建議個人電腦廠商應對不同的電腦產品，分別訂出合理的價位，並提高產品品質，使消費者能在花費數萬元購買電腦時，不需花費太多的搜尋、時間成本，降低其風險意識，以安心購買符合其需求的產品。並且改變以往純粹強調運算速度、硬體容量、配備升級等價值，朝向整合通訊、網路與影音功能等具整體效能之產品發展。
後續可再依不同消費者之收入、族群，分析其對電腦價格偏好，及電腦品牌知名度、信任度、忠誠度、價值感對購買意願之影響等方向進行研究。

The blooming of the network in recent years caused the popularity of the on-line game, the on-line music, the movie and the multimedia entertainment day by day. When the function of the personal computer come with its diversification, high efficiency and low price, consumer must spend more time to understand its functional difference which enhanced the uncertainty while selecting a computer, however, the continually low price strategy also possibly influence the consumer on the value judgment and price cogni-tion.By using Structural Equation Modeling (SEM) as an instrument to verify this re-search, the result discovered that consumer when purchase a multi-national brand per-sonal computer, the uncertainty avoidance has a positive impact to perceived price and perceived value.
According to the above result, this research suggested that the personal computer manufacturer should set up a reasonable price range based on various of the computer product and to enhance the product quality, to enable the consumer does not have to spend too much time on searching when purchase a computer, and to reduce the time cost and risk consciousness. Furthermore, to change the traditional personal computer value of the operating speed, hardware capacity and equipment upgrade toward the de-velopment on integer efficacy for the integrated communication, the network and the multimedia function.
The further study was based on the consumer income and ethnic group to analyze the preference of the computer price, and to study the aspect on how a well known, credible and valuable computer influence consumer’s purchase desire.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． x
第一章　　研究背景與動機．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．．． 1
　　第二節　　研究目的與問題．．．．．．．．．．．．． 3
　　第三節　　研究範圍．．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．．． 5
　　第一節　　價格認知．．．．．．．．．．．．．．．． 5
　　第二節　　價值認知．．．．．．．．．．．．．．．． 11
　　第三節　　價格認知與價值認知．．．．．．．．．．． 15
　　第四節　　規避不確定性．．．．．．．．．．．．．． 17
　　第五節　　其他影響消費者價值認知之因素．．．．． 22
第三章　　研究方法．．．．．．．．．．．．．．．．．． 23
　　第一節　　研究架構．．．．．．．．．．．．．．．． 23
　　第二節　　操作性定義與衡量工具．．．．．．．．．． 23
　　第三節　　研究假設．．．．．．．．．．．．．．．． 29
　　第四節　　樣本與資料收集．．．．．．．．．．．．． 31
　　第五節　　資料分析方法．．．．．．．．．．．．．． 31
第四章　　研究方法．．．．．．．．．．．．．．．．．． 34
　　第一節　　資料回收與描述性統計分析．．．．．．．． 37
　　第二節　　因素分析、信度、差異性分析與相關分析．． 42
　　第三節　　結構方程模式整體模型分析．．．．．．．． 45
第五章　　研究方法．．．．．．．．．．．．．．．．． 54
　　第一節　　研究結論．．．．．．．．．．．．．．． 54
　　第二節　　管理上意涵．．．．．．．．．．．．．． 56
　　第三節　　研究限制與未來研究方向．．．．．．．． 57
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 59
附錄　　研究問卷．．．．．．．．．．．．．．．．．．． 71

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