臺灣博碩士論文加值系統

在過去，無論是國內或國外的學術界，大多探討在移轉成本，並且以干擾因子的角度來切入。移轉成本是由消費者的立場為出發點，以顧客轉換供應商時所需負擔的成本；而移轉障礙則是以廠商的立場，強調如何讓顧客在轉換業者的時候，擁有更多的”負擔”，且一直缺乏一個完整的構面，包括先行因子(Antecedents)與結果(Consequences)，來研究這個議題，我們希望能結合過去的文獻，投石問路。
實證研究方面，本研究採問卷調查方式，以國內之接受過理財服務的消費者作為研究對象，共回收775份有效問卷。再者，本研究利用因素分析及線性結構關係模式(LISREL)進行資料分析。
研究結果發現：
1、六個先行因子：”產品複雜度”、”異質性與差異化”、”產品使用的廣度”、”產品調整”、”其他經驗”與”轉換經驗”對移轉障礙具有正負向不等之顯著影響，業者可以依照其特性來增加顧客所知覺的移轉障礙。
2、四個顧客所知覺的移轉障礙：”替代品的吸引力”、”財務移轉成本”、”程序移轉成本”與”人際關係”與顧客保留亦具有正向之顯著影響。
3、顧客滿意對顧客保留也具有顯著影響，但是移轉障礙對其二者的關係不會造成干擾。
台灣的金融市場正值國際化、金融機構激烈競爭、新興金融商品不斷在國內市場開放，其中理財規劃服務為金融商品與顧客之間的媒具(Media)，逐漸深入影響大眾生活，且理財規劃服務市場在台灣已趨成熟，越來越多的廠商除了花下大筆的金錢與時間在廣告促銷吸引新顧客，尚需維持現有顧客的滿意度與忠誠度所帶來的利益。因此需要有效鎖住(Lock-in)顧客，進而提高利潤，對於先行因子的研究，可以讓業者知道需要用不同的變數來增強移轉障礙；對移轉障礙的研究，可以讓業者知道移轉障礙的構面。本研究以理財規劃服務為例，藉由完整架構來探討理財規劃服務的市場，從而作為理財服務業者制定行銷策略的參考。

In the past, both foreign and native scholars talk about switching cost as a moderating factor. Switching cost is the cost of customer switching, and is based on customers’ viewpoint. However, switching barriers are the barriers that firms build up on customers and are based on firms’ viewpoint. Switching barrier had lacked of a comprehensive framework including its antecedent and consequence. Therefore, we hope to cross the threshold by combining the literatures.
We apply questionnaires to our study in positive research, and the objects are the 775 people received financial services. Moreover, we analyze our data by factor analysis and LISREL, and the findings are the following.
1. Antecedents: ”Product Complexity”、” Product Variability”、”The Width of Product Used”、” Product Modification”、”Alternative Experience” and “Switching Experience” have positive and negative impact on switching barriers
2. Perceived Switching Barriers: “Alternative Attractiveness”、”Financial Switching Cost”、”Procedure Switching Cost” and “Interpersonal Relationship” have positive impact on customer retention.
3. Customer satisfaction has positive impact on customer retention, but switching barriers don’t have significant moderating effect on the relationship between customer satisfaction and customer retention.
The financial market in Taiwan is internationalizing and competitive, and the new financial products are opened steadily. Financial service is the media between financial products and customers, and it will influence people’s life gradually.
Moreover, the financial planning service market in Taiwan is going to be mature. More and more firms not only spend a lot of money and time on Ad to attract new customers but maintain the customer satisfaction and customer loyalty.
Therefore, we suggest the firms lock-in their customers in order to enlarge benefit. The firms will figure out what to enhance switching barriers with the antecedents research, and they will understand the dimensions of switching barriers with our study of switching barriers. We take the Taiwan’s financial planning service market for example. Through our comprehensive framework, we hope our study can be reference for firms tailoring their marketing strategies.

第一章 序論...........................................................................................1

第一節 研究背景………………………………………………….…1
第二節 研究目的……………………………………………….……4
第三節 研究流程………………………………………………… …5
第四節 研究限制…………………………………………………….7

第二章 文獻回顧...................................................................................8

第一節 移轉成本………………………………………………….…8
第二節 移轉障礙……………………………………………...……15
第三節 先行因子…………………………………………...………23
第四節 顧客保留…………………………………………...………30

第三章 研究方法................................................................................36

第一節 研究架構……………………………………………...……36第二節 研究假設…………………………………………...………37
第三節 研究設計………………………………………….......……47
第四節 資料分析方法及流程………………………………….......50

第四章 研究結果................................................................................53

第一節 樣本及敘述性統計分析…………………………………...53
第二節 信度分析…………………………………………...………55
第三節 結構方程式模組分析………………………………...……57
第四節 研究假設驗證………………………………………..……63

第五章 結論與建議.......................................................................68

第一節 理論與實務意函……………………………………........…68
第二節 結論……………………………………………………........74
第三節 後續研究建議…………………………………………........77

參考文獻… ………………...…………….......…..............................78

一、 中文部份……………………………….......…..............................78
二、 英文部分……………………………….......…..............................79
附錄…………………………………………….......…....................................... 87

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