臺灣博碩士論文加值系統

國內證券業經紀業務長久以來即呈現激烈的競爭態勢，近年雖有政府推動金融改革之金融整併措施，但嚴峻的競爭情勢並無太大改變。國內券商為搶佔市佔率莫不積極招募營業同仁、發展電子交易平台或實施諸多行銷方案，但其中又以價格競爭為一般最普遍之作法。然而，「價格」是否為投資人選擇券商最重要的考量因素、或競爭同業施以何種策略時，將會促使客戶重新選擇往來券商等，將為本研究之重心。
本研究以台股投資人為研究對象，探討知覺價值對顧客滿意及顧客忠誠之影響，及轉換障礙與顧客忠誠之相關性進行實證分析。主要研究結果如下：
1.就知覺價值方面，知覺價格、知覺品質與知覺價值皆呈現直接正向相關影響，而知覺價值與顧客滿意及顧客忠誠亦呈現正向相關之影響，且知覺價值對顧客滿意之影響高於知覺價值對顧客忠誠之影響程度。
2.顧客滿意對顧客忠誠有正向影響關係。
3.轉換成本與轉換障礙有正向關聯性，而替代吸引力則與轉換障礙呈現負向相關。此外，轉換障礙亦正向影響顧客之忠誠度。

The security brokerage business in Taiwan has appeared intense competitive situation for a long time. Although Taiwan government has been promoting acquisition & emerge activities in the “financial institutions and capital market reform”, the severe competitive situation doesn’t change much.
In order to raise market share, domestic security firms actively recruit security brokers, develop electronic trading platform or promoting many marketing projects, meanwhile price competition is the most common method. Therefore the research focuses on the whether the price is the most important consideration factor for investors in choosing security firm and what kinds of business strategy make investors to switch the correspondent security firm.
The research, taking Taiwan stock investor as the research object, explores relationship among perceived value, customer satisfaction and customer loyalty; conduct an imperial correlation analysis between the switch barrier and customer loyalty. The major findings list as below：
1. In terms of Perceived Value, both the Perceived Price and Perceived Quality have direct positive effect on the Perceived Value. The positive relations stand between Perceived Value with respect to Customer Satisfaction and Customer Loyalty too. The effect of the Perceived Value on Customer Satisfaction is higher than on Customer Loyalty.
2. Customer Satisfaction has positive effect on Customer Loyalty.
3. Positive relation exists between Switch Cost and Switch barrier; however, negative relation exists between Attractiveness of Alternatives and Switch barrier. Beside, Switch barrier also has positive effect on customer loyalty

目 錄
第一章 緒論...................................................................................................................1
第一節　研究背景與動機..................................................................................1
第二節　研究目的..............................................................................................4
第三節　研究流程與步驟..................................................................................5
第二章 文獻回顧.............................................................................................................7
第一節　台灣股票市場現況..............................................................................7
第二節 知覺價值............................................................................................10
2.2.1 知覺價格...................................................................................15
2.2.2 知覺品質...................................................................................16
第三節　轉換障礙........................................................................................................18
2.3.1 轉換成本...................................................................................23
2.3.2 替代吸引力...............................................................................25
第四節 顧客滿意..............................................................................................27
第五節 顧客忠誠..............................................................................................32
第三章 研究方法...........................................................................................................36
第一節 研究架構…..........................................................................................36
第二節 研究假設..............................................................................................36
第三節 研究變數定義與測量方式..................................................................40
第四節 問卷進行流程......................................................................................42
第四章 研究結果...........................................................................................................44
第一節 樣本結構..............................................................................................44
第二節 量表信度檢驗......................................................................................45
第三節 驗證性因素分析..................................................................................48
第四節 結構方程模式驗證與分析..................................................................51
第五章 結論與建議........................................................................................................54
第一節 研究發現...............................................................................................54
第二節 管理意涵...............................................................................................58
第三節 研究貢獻...............................................................................................60
第四節 研究限制...............................................................................................61
參考文獻.........................................................................................................................64附錄一 本研究正式問卷...............................................................................................71


圖目錄

圖1.1　 台股近七年集中市場成交量變化..............................................................1
圖1.2　 研究流程圖..................................................................................................6
圖2.1　 台股近七年集中市場投資人交易比重變化...............................................8
圖2.2　 交易效用理論.............................................................................................10
圖2.3　 價格知覺概念性架構圖.............................................................................11
圖2.4　 Oh（1999）模式架構................................................................................14
圖2.5　 知覺價值組成成份.....................................................................................15
圖2.6　 Zeithaml（1988）消費者的價格、品質與知覺價值模型......................17
圖2.7　 瑞典顧客滿意指標模式圖(SCSB) ...........................................................29
圖2.8　 美國顧客滿意度模型（ACSI）...............................................................30
圖2.9　 歐洲顧客滿意度指標模式（ECSI）.......................................................31
圖2.10　瑞士顧客滿意度指標模式(SWICS) .........................................................31
圖2.11　 Fornell顧客滿意度模式(1992) ................................................................33
圖3.1　 研究架構圖................................................................................................36

表目錄

表1.1　2005年證券商集中市場市佔率................................................................2
表2.1　知覺價值的相關文獻及定義.....................................................................13
表2.2　轉換障礙研究之彙整................................................................................22
表2.3　轉換成本定義之彙整.................................................................................24
表2.4　顧客滿意定義之彙整.................................................................................28
表2.5　顧客忠誠定義之彙整.................................................................................35
表3.1　變數之操作性定義及問項參考來源..........................................................40
表4.1　樣本結構......................................................................................................44
表4.2　變數之信度檢驗分析結果..........................................................................47
表4.3　驗證性因素分析結果..................................................................................48
表4.4　區辨效度測量結果......................................................................................50
表4.5　本研究之測量模式及結構模式配適指標..................................................51
表4.6　Structural Parameter Estimates.....................................................................53

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4、林宗延(2005)，行動電話服務轉換障礙對轉換意願之影響－以大台北地區為例，銘傳大學管理研究所碩士論文。
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7、石渼華(2003)，從關係行銷觀點探討醫藥產業中信任之前因與後果─以轉換障礙為干擾變數，逢甲大學企業管理研究所碩士論文。
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