隨著科技逐漸日新月異，消費性電子產品已經在我們的生活中扮演重要的角色。為了解決愈來愈多樣化的消費性電子產品所帶來的攜帶性的問題，許多消費性電子產品逐漸走向整合，同時擁有兩種或兩種以上的功能存在於單一裝置之中，此種整合性產品將會是未來的發展趨勢。然而，究竟要加入什麼樣的功能組合，才可以讓消費者知覺到更高的價值且願意付出更多金錢去購買整合性產品呢。因此，本研究想探討的便是目標一致性與目標互補性對於整合性產品知覺價值與願意支付價格的影響，並將消費者分為先前已經擁有產品的升級者與並未購買產品的新購者來進行衡量。
本研究在文獻回顧之後，作者發展研究架構來探討各構面的關係。本研究進行兩個實驗，分別以2(目標一致性)×2(先前擁有)與2(目標互補性) ×2(先前擁有)實驗設計的方式來蒐集資料並進行分析，有效樣本為267人，所得結論如下：
1. 相較於目標一致性的整合性產品，目標不一致性的整合性產品有更高的知覺增量價值與願意支付價格
2. 相較於目標無互補性的整合性產品，目標互補性的整合性產品有更高的知覺增量價值與願意支付價格會有影響
3. 相較於新購者，升級者對於目標互補性有無更為敏銳
因此，本研究建議為提高消費者對於手機的知覺價值與願意付出的金錢，手機功能進行整合時，應加入目標不一致的功能或加入具有目標互補性的功能。

In the wake of the gradual advancement and changes in technology, consumer electronics have now become an important part of our daily lives. As consumer electronics become more diverse, consumers are faced with the problem of portability. To solve this portability problem, consumer electronics are being converged into a single device. By combining two or more functionalities of different devices into one device, convergence is becoming the trend of future consumer electronics. The question is: the combination of which kinds of functionalities will increase consumers’ perceived value and willingness to pay? Therefore, the purpose of this study is to find out the effects of goal congruence and goal complementarity on consumers’ perceived value and willingness to pay for convergent products. Also, separate studies are done for consumers who have owned convergent products before (“upgraded user”) and for those who have recently bought these products (“new buyer”).
A total of 267 effective samples were collected via webpage survey and analyzed. The conclusions of this study are:
(1) Consumers have higher perceived value and willingness to pay for convergent product with goal incongruence than for convergent product with goal congruence.
(2) Consumers have higher perceived value and willingness to pay for convergent product with goal complementarity than for convergent product without goal complementarity.
(3) Upgraded users will be much more sensitive than new buyers in measuring perceived value and willingness to pay for convergent product with goal complementarity.

【網站部份】
中華電信 emome 網站，http://www.emome.net/。
台灣大哥大 myfone 網站，http://www.taiwanmobile.com/index.html。
遠傳電信 Fetnet 網站，http://www.fetnet.net/cs/。
ePrice手機比價王，http://www.eprice.com.tw/。
國家通訊傳播委員會，http://www.ncc.gov.tw/。
【中文】
林玉婷(民 97 年)，手持式裝置之情境規劃，國立中央大學企業管理學系
碩士論文。
陳順宇(民 98 年)，多變量分析(第四版)，台北：華泰文化。
楊銀濤(民 99 年)，智慧型手機發展的趨勢研究，國立成功大學企業管理
學系碩士論文。
羅佩菱(民 99 年)，整合產品評價影響因素之研究，國立雲林科技大學企
業管理學系碩士論文。
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