臺灣博碩士論文加值系統

雖然過去許多研究都證實轉換成本在顧客關係管理上扮演了很重要的角色，但在網際網路的環境之下，顧客在線上購物網站搜尋及購買產品的成本都相較於實體商店還來的低，轉換成本是否就此消失殆盡抑或失去其重要性?因此，本文以顧客認知的轉換成本及顧客對網路零售商的信任感，探討這兩種因素對於顧客持續使用該網站的意願之影響。研究對象乃針對曾經有線上購物經驗的顧客，總共回收585份網路有效樣本。根據結構方程式分析獲得以下結果:(1)顧客認知的網站個人化、習慣，以及信任對於顧客認知的轉換成本有顯著且正向的影響;(2)顧客認知的網站個人化、熟悉度，以及習慣對於信任感有顯著且正向的影響;(3)顧客認知的轉換成本以及信任感都會對於顧客持續使用該網站的意願皆有正向的影響，其中顧客的信任感影響力較顯著; 但是(4)對於網站的熟悉度並未影響顧客的轉換成本。由本研究分析結果，建議線上購物業者在顧客關係的管理上應先著重在顧客信任感的建立，再以此為基礎適當地提昇顧客認知的轉換成本。此外，在管理原有顧客轉換成本的同時，也必須考慮到新顧客的轉入成本，並且兩者必須取得平衡點，才能給公司帶來長期的利益。

Prior research has confirmed that switching costs play an important role in customer relationship management (CRM). But, in the internet environment, customers spend less time and effort to search or shop online than with bricks-and-mortar stores. Will customer switching costs thus be eliminated or lose importance? This study adopted customer perceived switching costs and trust to examine their effect on customers’ stickiness intention. A total of 585 responses having online shopping experience were collected through an online web survey. Data were primarily analyzed by means of a structural equation model (SEM). Results indicate that (1) customers’ perceived personalization, habit and trust have significant and positive effects on perceived switching costs; (2) customers’ perceived personalization, familiarity and habit have significant and positive effects on trust; (3) customer perceived switching costs and trust both have positive effects on stickiness intention. The effect of trust is more significant than perceived switching costs; but (4) familiarity doesn’t have an effect on customer perceived switching costs. Based on these empirical results, this study suggests online retailers should regard customers’ trust as the highest priority in CRM, and based on this, raise the customer perceived switching costs appropriately. In addition, when managing customer perceived switching costs, firms must also consider new customers’ switching in costs. If both of these achieve a balance, firms will achieve long-term benefits.

ABSTRACT ............................................................................................................................................................ I
ABSTRACT (CHINESE) .................................................................................................................................... II
ACKNOWLEDGE .............................................................................................................................................. III
CONTENTS ............................................................................................................................................... IV
LIST OF TABLES AND FIGURES ............................................................................................................. VI
CHAPTER 1 ................................................................................................................................................ 1
1.1 RESEARCH BACKGROUND AND MOTIVATION ................................................................................................. 1
1.2 RESEARCH OBJECTIVES ................................................................................................................................. 4
1.3 RESEARCH PROCESSES .................................................................................................................................. 5
CHAPTER 2 ................................................................................................................................................ 6
2.1 PERCEIVED SWITCHING COSTS ........................................................................................................................ 6
2.2 TRUST ......................................................................................................................................................... 12
2.3 PERCEIVED PERSONALIZATION ..................................................................................................................... 15
2.4 FAMILIARITY ............................................................................................................................................... 19
2.5 HABIT .......................................................................................................................................................... 23
2.6 STICKINESS INTENTION ............................................................................................................................... 28
CHAPTER 3 .............................................................................................................................................. 31
3.1 CONCEPTUAL FRAMEWORK .......................................................................................................................... 31
3.2 CONSTRUCT DEFINITION AND MEASUREMENT ............................................................................................. 32
(1) Perceived Switching Costs ....................................................................................................................... 32
(2) Perceived Personalization ...................................................................................................................... 34
(3) Familiarity ............................................................................................................................................. 34
(4) Habit ...................................................................................................................................................... 34
(5) Trust ....................................................................................................................................................... 34
(6) Stickiness Intention ................................................................................................................................ 34
3.3 RESEARCH DESIGN ...................................................................................................................................... 36
CHAPTER 4 .............................................................................................................................................. 38
4.1 PILOT TEST .................................................................................................................................................. 38
(1) Data Collection ...................................................................................................................................... 38
(2) Assessment of Measures .......................................................................................................................... 38
(3) Results of Assessment .............................................................................................................................. 39
4.2 SAMPLING ................................................................................................................................................... 41
4.3 DATA ANALYSIS ........................................................................................................................................... 41
(1) Descriptive Statistics ............................................................................................................................... 41
(2) Reliability and Validity Examination ...................................................................................................... 42
4.5 RESULTS OF HYPOTHESES TESTING .............................................................................................................. 50
4.6 ANOVA ANALYSIS ...................................................................................................................................... 53
(1) Gender ................................................................................................................................................... 53
(2) Age ......................................................................................................................................................... 54
(3) Education ............................................................................................................................................... 55
(4) Occupation ............................................................................................................................................. 56
V
(5) Website ................................................................................................................................................... 58
CHAPTER 5 .............................................................................................................................................. 61
5.1 THEORETICAL IMPLICATIONS ........................................................................................................................ 61
5.1.1 The Antecedents of Switching Costs .................................................................................................... 61
5.1.2 The Antecedents of Trust ...................................................................................................................... 64
5.1.3 Trust and Switching Costs as Drivers of Stickiness Intention .............................................................. 65
5.2 IMPLICATIONS FOR MANAGERIAL PRACTICE ................................................................................................ 67
5.2.1 Understanding the Role of Perceived Personalization, Familiarity and Habit ................................... 67
5.2.2 Trust Affects both Perceived Switching Costs and Stickiness Intention ............................................... 69
5.2.3 Managing Consumers’ Perceived Switching Costs .............................................................................. 70
5.3 RESEARCH CONTRIBUTIONS ......................................................................................................................... 72
5.4 LIMITATIONS AND FUTURE RESEARCH .......................................................................................................... 72
APPENDIX I .............................................................................................................................................. 86
APPENDIX II ............................................................................................................................................ 87
APPENDIX III ........................................................................................................................................... 88
TABLE 2-1. TYPES OF SWITCHING COST .................................................................................................... 8
TABLE 3-1. OPERATIONAL DEFINITION OF EACH CONSTRUCT. ...................................................... 35
TABLE 3-2. RESEARCH HYPOTHESES ........................................................................................................ 36
TABLE 4-1. RESULTS OF PILOT TEST (N=46) ............................................................................................. 40
TABLE 4-2. DEMOGRAPHIC STATISTICS (N=585) .................................................................................... 42
TABLE 4-3. RESULTS OF CONFIRMATORY FACTOR ANALYSIS (N=585) ........................................ 44
TABLE 4-4. FIT INDICES FOR MEASUREMENT AND STRUCTURAL MODELS ................................ 45
TABLE 4-5 CONSTRUCT CORRELATIONS ................................................................................................. 47
TABLE 4-6. HYPOTHESIS-TESTING RESULTS ........................................................................................... 52
TABLE 4-7 T-TEST ANALYSIS ON THE EFFECT OF GENDER ON EACH VARIABLE .................... 53
TABLE 4-8 ANOVA ANALYSIS OF DIFFERENT AGE GROUPS ON EACH VARIABLE ....................... 55
TABLE 4-9 ANOVA ANALYSIS OF DIFFERENT EDUCATION GROUPS ON EACH VARIABLE ....... 56
TABLE 4-10 ANOVA ANALYSIS OF DIFFERENT OCCUPATION GROUPS ON EACH VARIABLE ... 57
TABLE 4-11 ANOVA ANALYSIS OF DIFFERENT WEBSITE GROUPS ON EACH VARIABLE ........... 59
FIGURE 2-1. THE CUSTOMER-DEVELOPMENT PROCESS .................................................................... 10
FIGURE 3-1. CONCEPTUAL FRAMEWORK ................................................................................................ 32
FIGURE 4-1 STRUCTURAL EQUATION MODEL ....................................................................................... 49

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