臺灣博碩士論文加值系統

　　趨於飽和的行動電話市場，行動業者如何降低消費者的轉換意圖來留住現有的顧客，將是其未來生存的重要條件。過去研究顯示，滿意度與轉換成本是影響轉換意圖之重要因素(Kim et al., 2004；Shin and Kim, 2008)，而過去一些文獻(Kim and Yoon, 2004；Jolley et al., 2006)亦開始關注慣性對轉換意圖的影響。惟文獻上對於三者如何影響轉換意圖的說法並不一致，尤其是慣性與轉換成本。有鑑於此，本研究建構直接模式、中介模式與干擾模式以探討慣性強度與轉換成本在行動電話轉換意圖之角色。除此之外，文獻中提到慣性(Habit)時，經常伴隨著惰性(Inertia)出現，或是將兩者視為同義詞。然而細究兩者之定義與測量內容，則容不盡相同。有鑑於此，本研究依據相關文獻，將慣性強度(Habit-strength)分為因長期使用而產生的自動性回應(Antomatic responses)(Verplanken and Aarts, 1999)，與因懶惰、怠惰或被動之惰性(Inertia)(Yanamandram et al., 2006)，以測量慣性強度對轉換意圖的影響。本研究藉由線性結構關係模式(LISREL)探討三者是如何影響轉換意圖，以及在行動電話轉換意圖中所扮演之角色。
　　研究結果發現： (1)滿意度、金錢損失成本、自動化回應與惰性可有效降低消費者的轉換意圖；(2)所有影響轉換意圖之因素中，惰性為顧客不想轉換的最重要因素；(3)直接提高顧客滿意度、轉換成本與慣性強度，為留住顧客最佳途徑；(4)轉換成本扮演直接負向影響，以及自動性回應與轉換意圖間干擾的角色。最後，就實務上的建議而言，建議業者除了提高顧客滿意度與轉換成本之外，應盡可能延長消費者的使用時間與頻率，以降低使用者的轉換意圖。

In a saturated Mobile Telephony market, mobile operators how to reduce the consumer’s switching intention to retain existing customers, it’s an important condition in the future. Past studies have shown that satisfaction, switching costs and inertia are an important factor in retaining customers. However, past studies have different findings in there are how to effect switching intention. This study used LISREL to discuss and test the role of satisfaction, switching cost and Inertia in switching intention at Telephony Switching Intention.
The results showed that: (1) satisfaction, monetary loss costs, automatic responses and inertia can effectively reduce customer’s switching intention; (2) among all factors to influence switching intention, inertia is the most determined factor; (3) the best way to retain customer is direst increase satisfaction, switching costs and inertia strength;(4) switching costs play a direct negative effect switching intention as well as mediators between automatic responses and switching intention. Finally, At the management suggestions: the proposed addition to the industry to improve customer satisfaction and switching costs, the consumer should be extended as far as possible the use of time and frequency besides to make efforts in satisfaction and switching costs to maintain customer, the companies be extended as far as possible the use of time and frequency that will cause decrease in the probability of customers switching to another company.

目 錄
頁次
目錄 I
圖目錄 II
表目錄 III
第一章 緒論 1
1.1 研究背景及動機 1
1.2 研究問題與目的 3
1.3 研究流程 3
第二章 文獻探討 5
2.1 轉換意圖 5
2.2 滿意度 9
2.3 轉換成本 12
2.4 慣性 16
2.5 小結 21
第三章 研究設計 23
3.1 研究架構與假說建立 23
3.2 變數操作型定義 27
3.3 研究範圍與抽樣對象 30
3.4 問卷設計 30
3.5 資料分析方法 31
第四章 資料分析結果 36
4.1 問卷回收與敘述統計分析 36
4.1.1 問卷回收概況 36
4.1.2 基本統計資料分析 36
4.2 問卷信度分析 39
4.3 驗證性因素分析 40
4.4 模型驗證 46
4.4.1 直接模式 46
4.4.2 干擾模式 49
4.4.3 中介模式 52
4.4.4 模式比較分析 56
4.5 討論 57
第五章 結論與建議 59
5.1 研究結論 59
5.2 管理上的意涵 60
5.3 研究限制 61
5.4 後續研究建議 61
參考文獻 63
附錄一 研究問卷 67

圖 目 錄
圖1-1 研究流程 4
圖2-1 行為轉換的型態 13
圖3-1 直接模式 23
圖3-2 干擾模式 25
圖3-3 中介模式 26
圖4-1 本研究之假設模型 41
圖4-2 本研究架構之直接模式分析結果 48
圖4-3 本研究架構之高轉換成本分析結果 51
圖4-4 本研究架構之低轉換成本分析結果 51
圖4-5 本研究架構之轉換成本中介結果 53

表 目 錄
表2-1 測試轉換意圖的構面 6
表2-2 測試滿意度的構面 10
表2-3 測試轉換成本的構面 13
表2-4 反應頻率測量(rfm) 18
表3-1 變數操作性定義與相關衡量項目 28
表3-2 信度Cronbachs α係數之評定標準 31
表3-3 LISREL整體模式配適度衡量指標彙整表 34
表4-1 受測者基本資料 37
表4-2 受測者使用行為 38
表4-3 問卷信度之衡量 39
表4-4 測量模式適合度之衡量指標 40
表4-5 驗證性因素分析之基本配適標準 42
表4-6 驗證性因素分析之整體模式配適度 43
表4-7 驗證性因素分析之模式內在架構配適度 44
表4-8 各構念之相關係數與區別效度檢驗表 46
表4-9 直接模式之配適度檢定 47
表4-10 干擾模式之配適度檢定 50
表4-11 中介模式之配適度檢定 52
表4-12 研究假設驗證結果 55
表4-13 本研究之模型比較 56

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