全球化創造了高度競爭的環境，面對消費者越來越多樣化的需求，廠商不斷在產品各項功能上推陳出新吸引不同需求的消費者，讓消費者從產品屬性改善與提供，更能滿足自身的需求。Christensen & Bower(1996)認為消費者價值來自表現特徵、物理特徵與技術能力三個層級，而顧客價值展現在「技術能力」與「產品特徵」上，因此顧客價值被視為創造企業競爭優勢重要途徑、組織長久經營的關鍵要素之一。 本研究考量「消費者基於價值認知與需求性，對產品特徵與技術能力所知覺之攸關性及重要性程度」，並以「全球自行車成車廠商」為研究對象，探討自行車廠商技術能力與產品特徵對於顧客價值的影響。研究結果將可提供廠商參考，瞭解在技術研發過程中如何降低技術發展與顧客需求的落差，以顧客為價值創造過程的主導者將資源與研發經費投入在適合的產品特徵或技術能力中。 本研究以特徵價格法進行實證研究，研究結果如下： 一、 技術能力對顧客價值無顯著影響，表示顧客往往忽略隱含在產品背後技術能力之重要性，造成目前廠商技術發展競賽卻與顧客需求存在落差。 二、 產品特徵對顧客價值有顯著關係，表示不同產品之外顯產品特徵差異化為顧客帶來的效用不同。 三、 品牌的技術能力與顧客價值關係具有顯著關係，表示廠商技術能力的呈現係透過品牌展現。 The consumer market is more and more complicated because of the high-speed development of technology. Firms continue improving the product attributes to attract customers. As for enterprise, Customers can the customer value includes three sub-constructs：performance characteristics, physical characteristics, and technological capability(Christensen & Bower,1996).Therefore, customer value seems to be the source that gives firms a competitive advantage and the key factor of getting long-term benefit This research will investigate the following issues：The influence of technological capabilities and product attributes on customer value. Then it attempts to give the manufacturers some of implication in product development about bridging the gap between technological possibilities and customer need and choosing the right technological capabilities and product attributes from customer value. The study resulted that： (1) The relationship between technological capabilities and customer value are not significant. (2) The relationship between product attributes and customer value are significant. (3) The relationship between brand technological capabilities and customer value are significant.
