隨著資訊科技的發達，行動通信普及率高達106%的情況下，行動通信費率則隨著競爭激烈而降價。為獲得更多收益，行動業者便積極開發行動加值服務這項新穎服務。因此，本研究係針對行動加值服務，探討顧客知覺價值與顧客滿意度在服務品質與行為意向中是否具有中介影響，以釐清服務品質與行為意向之關係。研究對象為使用過行動加值服務的消費者，採用網路問卷調查法來進行便利抽樣，共有207 樣本參與回答問卷。結果顯示顧客知覺價值與顧客滿意度對行動加值服務扮演關鍵性中介角色，表示服務品質不能直接的影響行為意向，若欲有效提升行為意向，必須創造顧客知覺價值與增強顧客滿意度為首要。在研究總效果分析中，以顧客知覺價值的總效果值為最高，再次顯示出顧客知覺價值的相對重要性。當顧客知覺行動加值服務具有愉樂效果並對生活帶來實用性時，提升顧客所認知的消費價值，將有效的提升顧客後續對公司有利之行為（如推薦意願、再購意願及注意相關活動等）。 Due to the rapid development of information technology and the rapid increase of mobile communication popularity rate to 106%, the mobile communication rate has been reduced along with these trends. In order to obtain more revenues, the mobile industry has to develop more the mobile value-added services to their mobile communication services. Therefore, this study aims to investigate the mediating effects of customer value and customer satisfaction in mobile value-added services. A total of 207 mobile communication service subscribers responded the questionnaire. The results indicated that customer perceived value and customer satisfaction played a crucial mediating role in mobile value-added services. It indicated that service quality can't direct influence behavior intentions. The foremost thing is the creation of customer perceived value and increase of customer satisfaction. The results showed that customer perceived value has the highest value in the total effect analysis. It suggests that the customer perceived value is relatively important. When consumer perceived mobile value-added services have the cheerful effect and bring the practicability in the life, it will promotes the customer perceived value and effectively increases customers' advantageous behaviors (e.g. willingness to recommend and intention to repurchase) in the future.
