網路電話服務以低廉的通話費率，成功地打入電信市場。為了在激烈的競爭市場中保持良好的競爭力，網路電話的服務品質、服務價值、消費者滿意度以及行為意向等皆是網路電話提供者需關注的焦點。本研究透過相關文獻之探討，架構出一個整合性的架構，對於網路電話服務品質、服務價值、消費者滿意度以及行為意向之關聯性作深入的探討，目的在於藉由實證研究結果探究網路電話之服務品質、服務價值、消費者滿意度與行為意向此四變數間相互影響的強度與方向，讓網路電話服務業者能更加了解網路電話服務消費者的使用需求，進而提供更優質的網路電話服務，同時也能增加企業的經營績效。經過2個月多網路問卷的發放，蒐集到250份有效樣本，透過線性結構方程(SEM)分析後，發現網路電話服務之知覺犧牲對服務價值呈負向顯著影響；網路電話服務之服務品質對消費者滿意度呈正向顯著影響；網路電話服務之服務價值對消費者滿意度呈正向顯著影響；網路電話服務之服務價值對消費者行為意向呈正向顯著影響；網路電話服務之消費者滿意度對消費者行為意向呈正向顯著影響。其中，網路電話服務之服務品質對消費者行為意向呈正向顯著影響的假設雖然不成立，但經由間接效果分析，發現服務品質會透過服務價值或滿意度間接對消費者行為意向產生影響。

Internet Telephony (or Voice over Internet Protocol) enters telecommunication market successfully by low communication tariffs. Service quality, service value, consumer satisfaction, and behavioral intentions have become the priority of service provider in the increasingly intensified competition for customers in the customer-centered era. This study quoted various relevant references and set up an integrated model to explore the relationships among service quality, service value, customer satisfaction, and behavioral intentions of internet telephony in Taiwan. Following, this paper discussed affected directions and intensities among these four variables through empirical study. The purpose of this study is to help internet telephony service providers understand customers more. Then they can supply high quality services and increase business revenue simultaneously. After more than 2 months, there were 250 effective samples collected through online questionnaire. The SEM (Structural Equation Modeling) analyses show: sacrifice negatively affects on service value; service quality positively affects on satisfaction; service value positively affects on satisfaction; service value positively affects on behavioral intentions, and satisfaction positively affects on behavioral intentions. Although the hypothesis that service quality positively affects on behavioral intentions didn’t be supported, we found service quality affects on behavioral intentions indirectly via service value and satisfaction.

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