臺灣博碩士論文加值系統

2007年，國家通訊傳播委員會統計資料顯示，在國內行動電話普及率已經高達104 %，可已看出行動通訊市場已達到高度飽和狀態，新用戶的開發將日益困難，再加上「電話號碼可攜服務」的推出，如何留住既有的客戶將是行動通訊業者最重要的經營課題。

本研究在回顧與整理相關文獻後，決定將探討轉換成本、顧客滿意度和網路效果對消費者套牢的影響與行動通訊廠商策略之間的因果關係。為探討上述的問題，本研究利用結構關聯模式（Structural Equation Modeling）作為資料的分析方法，以驗證各項研究假設，調查範圍則是針對台灣地區的民眾，採用網路問卷蒐集資料，最後，
本研究所得之重要結論如下：

1. 轉換成本、顧客滿意度和網路效果對消費者套牢有正向影響。
2. 行動通訊社群對消費者有正向影響。
3. 忠誠方案、品牌信賴、顧客化服務、主流設計對消費者滿意度有正向影響。
4. 行動通訊社群對網路效果有正向影響。

In the mature stage of the mobile communication service industry, the penetration rate of mobile phone has been high to 104%. It is very difficult to develop new customers. Thus, how to lock current customers in the company a very important issue to service providers. After literature review, the study conducted a model of lock-in effect. We use switching costs, customer satisfaction and network effect to be the main factors of customer lock-in in this research. We also concern about what variables can have positive impact on this three factors. Base on the mobile communication service industry and Amit and Zott (2001)’s value creation of e-business framework, we try to figure out the relationship between loyalty program, brand trust, customization, dominate design, complementarities and community and switching cost, customer satisfaction and network effect.

The research uses structural equation modeling to conduct the analysis and verify our hypothesis. The results of the study are:
1. Switching costs, customer satisfaction and network effect have significant positive impact on customer lock-in.
2. Community has significant positive impact on switching costs.
3. Loyalty program, brand trust, customization and dominant design have significant positive impact on customer satisfaction.
4. Community has significant positive impact on network effect.

CONTENT

Title Page i
Letter of Approval ii
Letter of Authority iii
Abstract in Chinese iv
Abstract in English v
Acknowledgements vi
Content vii
List of Figures ix
List of Table x


CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Purpose 4
1-3 Research Procedure 5

CHAPTER 2 LITERATURE REVIEW 6
2.1 Lock-in effect 6
2.2 Switching Cost 12
2.3 Customer Satisfaction 18
2.4 Network Effect 23

CHAPTER 3 RESEARCH METHODOLOGY 24
3.1 Research Framework and Hypothesis 25
3.2 Operational Definition of Research Construct 27
3.4 Data Collection and Sampling Plan 35
3.5 Data Analysis Procedure and Methods 36

CHAPTER 4 DATA ANALYSIS AND RESEARCH RESULT 39
4.1 Descriptive Statistic Analysis 40
4.2 Reliability Analysis 49
4.3 Validity Analysis 50
4.4 Structural Equation Modeling Analysis 56

CHAPTER 5 DISCUSSION AND FUTURE RESEARCH 64
5.1 Conclusions and Managerial Implications 65
5.2 Research Limitation and Further Research Suggestion 69

REFERENCE 70
APPENDIX QUESTIONNAIRE 76

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