近年來許多企業將計劃性過時作為行銷手法，將計劃性過時加入到產品設計之中，使產品在一定時間過後便無法繼續使用，促使消費者購買新產品，藉此獲取更多利潤。本研究以計劃性過時為主題進行探討，透過問卷調查方法了解民眾對於蘋果公司「電池門」事件看法，本研究以知覺價值模型作為基礎，加入計劃性過時、產品效能、品牌形象、顧客滿意度等構面，探討最終是否影響再購意願。
研究結果顯示，計劃性過時對產品效能、品牌形象、顧客滿意度皆達到顯著負面影響，而產品效能、品牌形象、知覺價值對顧客滿意度及再購意願也達到顯著正向影響，最終結果顯示計劃性過時對再購意願有顯著的關聯性。
本研究結果提供企業作為制定行銷策略時之參考，並能納入產品設計的考量之一，達到提升企業競爭優勢。

In recent years, many companies have adopted planned obsolescence as a marketing method, adding planned obsolescence to product design, so that products can not continue to use after a certain period of time, prompting consumers to purchase new products, thereby gaining more profits. This study explores the topic of planned obsolescence and uses questionnaires to understand people's perceptions of Apple's "Batterygate" incident. This study is based on the perceived value model, and incorporates planned obsolescence, product performance, brand image, customer satisfaction and other facets, to explore whether ultimately affect the willingness to repurchase.
The results show that planned obsolescence has a significant negative impact on product performance, brand image, and customer satisfaction, while product performance, brand image, and perceived value have a significant positive impact on customer satisfaction and repurchase intention. The final result shows planned obsolescence has a significant correlation with repurchase intention.
The results of this study provide a reference for companies to formulate marketing strategies, and can be included in one of the considerations of product design to enhance the competitive advantage of enterprises.

論文審定書 i
摘 要 ii
Abstract iii
目 錄 iv
圖 次 vi
表 次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 8
第三節 研究流程 9
第二章 文獻探討 10
第一節 計劃性過時 10
第二節 知覺價值 15
第三節 品牌形象 18
第四節 顧客滿意度 22
第五節 再購意願 24
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假說 27
第三節 研究方法與設計 30
第四節 研究變數之操作型定義及衡量 32
第五節 前測結果 36
第四章 資料分析 37
第一節 樣本基本資料分析 37
第二節 模型與假說驗證 42
第五章 結論與建議 51
第一節 研究結果與討論 51
第二節 行銷、產品設計實務上建議 53
第三節 研究限制 55
第四節 未來研究方向之建議 56
參考文獻 58
中文部分 58
英文部分 59
網站部分 66
附錄 正式問卷 67

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