山寨手機以其低價、功能多樣、外型出眾等特色，在中國佔有約22%的手機市場，全球手機市場也可望超越20%，而在台灣市場佔有率則不到5%。但目前對於這種消費端的差異研究較少，大多數關於山寨手機的研究，都集中於文化影響層面，因此本研究透過探討消費者對山寨手機之購買意願及其影響因素，期望提供電子通訊業者在行銷低品牌權益產品時的參考，使其能認識消費者購買意圖，擬定適當的行銷模式以提升企業競爭力。
本研究整理相關文獻後，決定探討知覺價格、知覺品質、知覺風險、知覺價值、品牌權益與購買意願之間的因果關係，利用結構方程模式(Structural Equation Modeling)做為資料分析方法，以驗證各項假設，調查範圍針對台灣民眾，利用網路問卷方式收集資料，有效樣本數目總計310份，經分析後所得之結論如下
1.山寨手機的知覺價值對於購買意願沒有顯著的影響。
2.手機之品牌權益對於購買意願有顯著的正向影響，且品牌權益主導消費者的購買意願。

Shanzhai cell phone with its low-cost, multi-function, fashion appearance and other characteristics, rapidly expand its market share. There are 22% China market share of cell phone market and over 20% global market share, but interestingly less than 5% in Taiwan. For the difference consumer behavior, most studies on cell phone are focused on the level of cultural influence, this study explored consumers' cell phone through the purchase intention and its influencing factors, those who expect to provide electronic communications low brand equity in the marketing of reference products, to enable them to understand consumers' purchase intentions, the development of appropriate marketing model to improve the competitiveness of enterprises.
Based on literature and our own finding, the study investigates the relationship and design the model among perceived price, perceived quality, perceived risk, perceived value, brand equity and purchase intention. After the model had been tested with the method of structure equation modeling, the results demonstrate that perceived value have no significant influence purchase intention for the Shanzhai cell phone, and brand equity leads purchase intention.

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