隨着人工智慧個人電腦（AI PC）正重塑全球市場，消費者對於新技術的價格容忍度在區域間的差異仍缺乏充分研究。本研究以感知價值理論、創新擴散理論及跨文化架構為指導，透過對比台灣（n = 193）與歐洲（n = 155）兩地市場，探討消費者對 AI PC 的價格敏感度與支付意願（WTP）。研究透過雙語線上問卷收集數據（N = 348），將范西斯騰多普價格敏感度模型（Van Westendorp’s Price-Sensitivity Meter）與感知利益、隱私/安全犧牲及風險緩解功能的測量量表進行整合。
韋爾奇 t 檢定（Welch t-tests）與調節迴歸分析結果顯示，台灣受訪者展現出明顯較高的平均溢價支付意願（41%），高於歐洲受訪者的 28%。此外，國家文化顯著調節了消費者的價值計算方式：在台灣市場，感知利益是驅動支付意願的核心動能；相反地，在歐洲市場，除非能透過具信譽的風險降低手段（例如：裝置端本地處理）進行緩解，否則感知犧牲會顯著壓低消費者的支付意願。上述發現證實消費者的價值權重具有文化依存性，據此建議實務工作者在台灣市場應採取以利益為核心的行銷策略，而在歐洲市場則需優先著重於傳遞緩解感知犧牲的訴求。

Although AI-powered personal computers (AI PCs) are reshaping the global market, regional differences in consumer price tolerance remain understudied. Guided by perceived-value theory, diffusion of innovations, and cross-cultural frameworks, this thesis investigates customer price sensitivity and willingness to pay (WTP) for AI PCs by comparing Taiwan (n = 193) and Europe (n = 155). Data from a bilingual online survey (N = 348) integrated Van Westendorp’s Price-Sensitivity Meter with scales measuring perceived benefits, privacy/security sacrifices, and risk-mitigation features. Welch t-tests and moderated regression analyses reveal that Taiwanese respondents are willing to pay a higher average price premium (41%) than European respondents (28%). Furthermore, culture moderates the value calculus: benefits drive WTP in Taiwan, whereas sacrifices depress WTP in Europe unless mitigated by credible risk-reduction cues (e.g., on-device processing). These findings demonstrate that consumer-value weights are culturally contingent, advising practitioners to deploy benefit-centric marketing in Taiwan and sacrifice-mitigation messaging in Europe.

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