探討知覺價值與消費者決策之間的關係是過去常被研究的範疇，然而知覺價值對購買後行為的影響卻鮮少被探討。因此，本研究主要以行動加值服務為例，探討消費者的購買後行為，亦即檢測消費者於不同的知覺價值形成途徑對重覆購買行為的影響。此外，在已飽和的電信市場中，也少有文獻探討手機的升級是否影響加值服務的重購買意願，本研究將初次購買行為轉到升級行為加入探討。研究對象限定於使用過加值服務的消費者，有效問卷共262 分回收，並以結構方程模型來檢驗消費者的知覺價值形成途徑，又以T 檢定檢驗升級行為對重複購買意願的影響。分析結果發現，消費者的知
覺價值確實可分為兩個層次 (context-related perceives value, content-related perceived value) 進行探討，同時情境構面對加值服務使用動機有正向影響，而使用動機亦對消費者知覺價值造成影響。整體而言，消費者知覺價值形成途徑可合理的被解釋，但是
多重構面的知覺價值對重覆購買意願的直接影響卻不顯著。另外，本研究發現消費者即使升級到3G 系統，對加值服務的重複購買意願並沒有影響。最後，本研究建議加值服務的提供商可依知覺價值的形成途徑，針對不同的消費者區隔設計不同的行銷策略，以求加值服務的使用量提升。此外，鼓勵消費者升級至3G 系統並非加值服務低使用量的解決關鍵，服務供應商應盡快開發出所謂的殺手級應用，以滿足消費者的真實需求。

Many studies have done research on perceived value in customer decision making. However, few studies have empirically assessed the direct effects of various perceived value dimensions on post-purchase behavior. This study uses mobile added-value services as a context in which to investigate post-consumption experience evaluations, examining how different value perceptions influence customer intentions to repurchase. In addition, the majority of mobile phone sales in developed mobile markets has shifted from first time purchases to upgrades. However, there is a dearth of research exploring the relationship between upgrading behavior and repurchase. As a result, our study also includes this relationship into the discussion. A web-based survey is employed in this study, and respondents are limited to those who have already used mobile added-value services. A total of 262 questionnaires were obtained. The framework of the perceived value formation process was tested by structural equation analysis, and the effect of upgrading behavior on repurchase was tested by a t-test. The results of this study indicate that consumer’s perceived values can be divided into two levels for analysis. The context-related perceived values have a significant effect on motivation to use, and motivation to use also influences customer’s perceived value. In conclusion, the perceived value formation process is reasonably explained, but the direct effects of multidimensional perceived value on repurchase intention are not significant, and the mobile 3G upgrading behavior has no effect on repurchase, either. This study suggests that mobile added-value service providers could create targeted marketing strategies for dissimilar segments and plan marketing communications that address the critical motivations driving continuous service use. Furthermore, upgrading to a 3G system is not the key solution to increase mobile added-value service usage. Exploring the killer-application is still the way to strive for.

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