臺灣博碩士論文加值系統

摘　　要
　　本研究嘗試建立一理論架構，突顯參考團體效應及轉換成本為顧客忠誠度之主要前因，並分為兩族群探討之。重要結論如下：(1)參考團體效應對學生族群會造成高轉換成本及高顧客忠誠度，意即學生族群為重視價格的族群。(2)核心服務品質對上班族族群會造成高轉換成本及高顧客忠誠度，意即上班族群為注重通訊品質的族群。再者，進一步地利用單因子變異數分析可得知，當消費者的收入或零用金越高時，其所知覺到的參考團體效應及轉換成本將越低。
關鍵詞：參考團體效應、轉換成本、顧客忠誠度

Abstract
The research tries to construct a framework to highlight that reference group effect and switching costs are the major causes of customer loyalty, and this subject is discussed by two groups. The crucial conclusions are as following that (1) reference group effect will bring about high switching costs and customer loyalty for students, that means students value the prices charged in intra-net service. (2) core service quality will bring about high switching costs and customer loyalty for the white- and blue-collar, that means the white- and blue-collar value the call quality while using communication service. Furthermore the research also finds an interesting result by ANOVA, (1) the much income and pocket money the consumers own, the less reference group effect and switching costs they perceive.
Key words: reference group effect, switching costs, customer loyalty

目　　次
摘要………………………………………………………………………………......iv
英文摘要…………………………………………………………………………...…v
誌謝…………………………………………………………………………………..vi
目次………………………………………………………………………………….vii
表目錄………………………………………………………………………………viii
圖目錄………………………………………………………………………………...x
第一章　緒論………………………………………………………………………...1
　　1.1　研究背景與動機…………………………………………………………..1
　　1.2　研究目的…………………………………………………………………..3
　　1.3　研究範圍與對象…………………………………………………………..4
　　1.4　研究流程……………………………………………………………..........4
第二章　文獻探討……………………………………………………………….......6
　　2.1　轉換成本的概念………………………………………………………......6
　　2.2　轉換成本與顧客忠誠度之關係…………………………………….…...11
　　2.3　轉換成本與服務品質之關係……………………………………………15
　　2.4　轉換成本與參考團體效應之關係………………………………………23
　　2.5　轉換成本與參考團體效應對顧客忠誠度之關係………………………25
　　2.6　台灣行動通訊門號產業現況……………………………………………26
第三章　研究方法………………………………………………………………….29
　　3.1　研究架構…………………………………………………………………29
　　3.2　研究假說…………………………………………………………………29
　　3.3　研究變數的操作性定義與衡量…………………………………………30
　　3.4　抽樣設計…………………………………………………………………34
　　3.5　資料分析方法……………………………………………………………37
第四章　研究結果與分析………………………………………………………….42
　　4.1　樣本結構分析……………………………………………………………42
　　4.2　信度分析…………………………………………………………………47
　　4.3　人口統計變數對研究變數之T檢定……………………………………49
　　4.4　人口統計變數對研究變數之單因子變異數檢定………………………51
　　4.5　探索性因素分析…………………………………………………………60
　　4.6　線性結構模式分析………………………………………………………68
第五章　結論與建議……………………………………………………………….82
　　5.1　研究結論…………………………………………………………………82
　　5.2　管理意含…………………………………………………………………88
　　5.3　研究限制…………………………………………………………………91
　　5.4　後續研究建議……………………………………………………………92
參考文獻……………………………………………………………………………..93
附錄
　　正式問卷………………………………………………………………………105



































表目錄
表2.1　服務品質測量構面對應表…………………………………………………20
表2.2　台灣行動電話市場之相關數據……………………………………………26
表2.3　台灣主要行動門號業者之用戶數…………………………………………27
表3.1　核心服務品質的定義與衡量………………………………………………31
表3.2　參考團體效應的定義與衡量………………………………………………32
表3.3　轉換成本的定義與衡量……………………………………………………33
表3.4　顧客忠誠度的定義與衡量…………………………………………………34
表3.5　各變數前測之Cronbach’s α值…………………………………………….35
表3.6　學生族群之各學校抽取樣本數……………………………………………34
表3.7　上班族族群之各行政區抽取樣本數………………………………………36
表3.8　Cronbach’s α值判定標準表………………………………………………..38
表3.9　結構方程模式之符號表……………………………………………………40
表3.10　模型評鑑指標表…………………………………………………………..41
表4.1　兩族群最常使用的通訊系統業者之統計分析表…………………………43
表4.2　兩族群每月平均通話費用之統計分析表…………………………………43
表4.3　兩族群每月平均通話時間之統計分析表…………………………………44
表4.4　兩族群轉換經驗及轉換原因之統計分析表………………………………45
表4.5　兩族群行動加值服務使用與否及使用類型之敍述統計分析表…………46
表4.6　核心服務品質之信度分析…………………………………………………47
表4.7　參考團體效應之信度分析…………………………………………………47
表4.8　轉換成本之信度分析………………………………………………………48
表4.9　顧客忠誠度之信度分析……………………………………………………48
表4.10　兩族群主要構面之信度分析比較………………………………………..49
表4.11　高低轉換成本特徵群體對參考團體效應之T檢定結果………………..50
表4.12　高低轉換成成本特徵群體對核心服務品質之T檢定結果……………..50
表4.13　不同業者之消費者對核心服務品質之單因子變異數檢定結果………..51
表4.14　不同零用金之特徵群體對參考團體效應之單因子變異數檢定結果…..52
表4.15　不同零用金之特徵群體對轉換成本之單因子變異數檢定結果………..53
表4.16　不同業者之用戶對參考團體效應之單因子變異數檢定結果…………..54
表4.17　不同薪資之特徵群體對參考團體效應之單因子變異數檢定結果……..55
表4.18　不同薪資之特徵群體對轉換成本之單因子變異數檢定結果…………..55
表4.19　轉換經驗對各研究變數之單因子變異數檢定結果……………………..57
表4.20　不同業者用戶對顧客忠誠度之單因子變異數檢定結果………………..58
表4.21　各項加值服務使用與否之轉換成本單因子變異數檢定結果…………..59
表4.22　KMO及Barlett’s Test……………………………………………………..60
表4.23　核心服務品質之因素分析……………………………………………......60
表4.24　參考團體效應之因素分析………………………………………………..61
表4.25　轉換成本之因素分析……………………………………………………..62
表4.26　顧客忠誠度之因素分析…………………………………………………..63
表4.27　 KMO及Barlett’s Test……………………………………………………64
表4.28　核心服務品質之因素分析……………………………………………......64
表4.29　參考團體效應之因素分析………………………………………………..65
表4.30　轉換成本之因素分析……………………………………………………..66
表4.31　顧客忠誠度之因素分析…………………………………………………..67
表4.32　兩族群因素分析後之各構面表…………………………………………..67
表4.33　線性結構模式之符號一覽表……………………………………………..69
表4.34　學生族群模型之整體模式適合度檢驗…………………………………..70
表4.35　參考團體效應對轉換成本及顧客忠誠度之直接與間接影響…………..72
表4.36　學生族群模型之內在結構適合度的檢驗結果…………………………..74
表4.37　學生族群研究假設之檢驗結果…………………………………………..75
表4.38　上班族族群模型之整體模式適合度檢驗………………………………..76
表4.39　核心服務品質對轉換成本及顧客忠誠度之直接與間接影響…………..78
表4.40　上班族族群模型之內在結構適合度的檢驗結果………………………..80
表4.41　上班族族群研究假設之檢驗結果………………………………………..81
表4.42　兩族群之研究假設之檢驗結果…………………………………………..81


















圖目錄
圖1.1　研究流程圖…………………………………………………………………..5
圖2.1　台灣行動門號業者用戶數百分比率圖……………………………………27
圖3.1　研究架構圖…………………………………………………………………29
圖4.1　本研究之線性結構模式圖…………………………………………………68
圖4.2　學生族群之線性結構模式圖………………………………………………70
圖4.3　上班族族群之線性結構模式圖……………………………………………76

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