臺灣博碩士論文加值系統

　　部落格是在web 2.0世界中發展極為亮眼的成功應用之一，許多用戶依賴部落格服務平台 (blog service provider, BSP) 所提供的服務來建立自己的部落格。隨著BSP用戶在數量上的茁壯成長，使得BSP業者必須依賴人氣所帶來的廣告效益，以及付費VIP加值服務所帶來的盈收。但部落格的世界就和真實世界一樣，每個BSP是一座城市，用戶即是城市中的居民，許多因素會影響人們持續居住或離開到其他地方另闢家園。部落格用戶的遷徙代表的不僅是個人的移動，還包括親友、廣大的讀者群與延伸的虛擬關係，如同真實世界中移民時會帶著家屬一般。
　　部落格用戶的遷徙不僅帶走了人氣，也增長了競爭對手的勢力。網路使用者行為善變且難以預測，會因為時間、地點與情境的差異而有所不同。過去探討轉換行為的研究中，多半針對較概括性的影響因子，並未就細節加以深究，尤其是「轉換成本」中的各項因素。對性別、年齡等個人背景或使用行為的特性影響轉換意圖的研究則如鳳毛麟角。因此本研究根據文獻中所提到的PPM模型為基礎，分析影響台灣部落格用戶轉換行為的各項因素，以瞭解影響BSP留住或流失會員的原因。除了驗證PPM模型之外，本研究額外採用質性觀點，透過另一項小研究的內容分析結果來對照原有之架構，以期瞭解影響用戶流動的各種因素。因此本研究之目的為：(1)探討影響部落格用戶轉換意圖之各種因素為何？(2)探討除了沉沒成本之外，建置成本與持續成本對部落格用戶的鎖定效用為何？(3)瞭解影響部落格用戶轉換行為的各種因素是否會因不同個人背景或行為模式而有所差異？
　　本研究在台灣最熱門的十家BSP以及國內最大的BBS站「批踢踢實業坊」散佈問卷網址。透過為期五週的資料蒐集以及對450份有效問卷的分析顯示，除了用戶滿意度對轉換意圖的影響極為顯著之外，建置成本與持續成本亦是阻止用戶轉換的重要鎖定因子。而建置成本與持續成本對用戶的轉換意圖，的確會因為年齡、教育程度與不同的行為模式而有所差異。另外，就質性觀點而言，本研究發現易用性、有用性與可靠度等因素亦是造成用戶決定遷徙的關鍵因素之一。研究中亦發現過去文獻所定義的沉沒成本多半假設「沉沒成本謬誤」必定發生，然而在部落格用戶轉換行為的情境下無此情形。「沉沒成本」對用戶轉換意圖的影響並不顯著，顯示用戶在決策時有更多的考量。

Blog is one of the successful applications in the world of web 2.0. Many people build their own blogs by blog service provider (BSP). Most important issues for BSP are attracting new members and to retain the existing customers because of the revenues are come from Internet advertisements or VIP value-added services that rely on the number of members. If some bloggers dislike their BSP, they could not only "migration" to another service provider but also to take away all their relationships.
However, there are little researches about what motivates bloggers switching to other BSP. Some research suggests that the PPM (push-pull mooring) is good for predict the blogger switching intention, but only considered the sunk cost to be a mooring factor. Besides sunk cost, however, many factors lock the bloggers to switch their BSP. We will demonstrate what factors to impact blogger switching intention. We add two factors - setup cost and continuity cost, into the framework base on PPM Model, and examine is the sunk cost truly to lock the blogger to switch. The purposes of this study are summarized as follow: First, the study try to consider what the factors those influence the switching intention of bloggers. Secondly, we examine the impacts on switching intention with setup cost and continuity cost as mooring factors. Thirdly, we will investigate the different perceptions among the backgrounds, such as gender, age, career, education level, and behavior styles.
An online survey of 450 bloggers found strong support for the model. The results showed that the impacts on blogger's switching intention for setup cost and continuity cost were the negative, and alternative attractiveness was the positive. The results of this study were also revealing the factors of PPM Model tend to be different among the groups of gender, age, career, education level, and behavior styles. Nevertheless some results that the sunk cost affects switching intention were unexpected. We consider the definition of sunk cost was base on "sunk cost fallacy" must be happened but not in this situation on blogger switching. It reveals that there some unexpected factors would be influenced when blogger want to migrate. Finally, we end with suggestions for researchers and operators of BSP in the study context.

摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究範疇 5
第五節 研究流程 6
第六節 章節架構 7
第貳章 文獻探討 8
第一節 部落格沿革與發展 8
2.1.1 部落格的定義 9
2.1.2 部落格的形態與應用 13
2.1.3 國內外部落格相關研究整理 17
第二節 部落格平台 19
2.2.1 部落格軟體 19
2.2.2 部落格服務平台 21
第三節 轉換行為 24
2.3.1 顧客轉換行為 24
2.3.2 滿意度 26
2.3.3 替代品吸引力 27
2.3.4 國內外轉換行為相關研究整理 29
第四節 轉換成本 31
第五節 推拉理論與PPM模型 37
第參章 研究架構與方法 40
第一節 研究架構與假說 40
3.1.1 研究架構 40
3.1.2 研究假說 41
第二節 研究變數與操作型定義 42
第三節 問卷設計 44
3.3.1 問卷初稿設計與結構 44
3.3.2 衡量尺度 48
第四節 研究設計 49
3.4.1 先導測試與前測問卷 49
3.4.2 資料蒐集 52
第肆章 資料分析與結果 54
第一節 量表驗證 54
4.1.1 信度分析 54
4.1.2 效度分析 55
第二節 樣本結構分析 59
4.2.1 背景資料 59
4.2.2 研究變數 62
第三節 單因子變異數分析 63
第四節 研究假說與驗證 69
4.4.1 相關分析 69
4.4.2 複迴歸與假說驗證 70
4.4.3 分群路徑分析 73
第五節 開放式問題延伸探索 87
第伍章 結論與建議 89
第一節 研究發現與結論 89
第二節 研究貢獻與建議 94
5.2.1 學術貢獻 94
5.2.2 實務意涵 96
第三節 研究限制 99
第四節 未來研究方向 100
附錄一　正式問卷 101
附錄二　開放式問題歸納（推力） 105
附錄三　開放式問題歸納（拉力） 109
參考文獻 113
中文部分 113
英文部分 115
網路資源 121

中文部分
一、博碩士論文
[1]李沃慶，「知覺價值與轉換障礙如何影響再購意圖：手機通訊服務的整合模型與實證研究」，碩士論文，東吳大學商學院企業管理研究所，台北，（2007）。
[2]周立軒，「網誌的使用者與使用行為之研究」，碩士論文，元智大學資訊傳播學研究所，桃園，（2004）。
[3]胡婉玲，「"使用擴散對轉換成本與轉換意圖影響之探討-以行動電信服務業為例"」，博士論文，國立台北大學企業管理研究所，台北，（2005）。
[4]張翊宏，「MMORPG玩家遊戲轉換因素之研究—以人口遷徙PPM模型探討之」，碩士論文，東吳大學企業管理研究所，台北，（2006）。
[5]張競宇，「網路負面口碑訊息對消費者轉換行為之影響－以次世代電玩主機為例」，碩士論文，國立台灣科技大學企業管理研究所，台北，（2007）。
[6]陳君地，「轉換成本、鎖住效應與夥伴關係之關聯性研究」，碩士論文，國立成功大學企業管理研究所，台南，（2004）。
[7]陳信宏，「從Blog使用目的，探索部落格商機」，碩士論文，國立台灣科技大學管理研究所，台北，（2006）。
[8]黃耀民，「人格特質差異對BLOG感受與使用研究」，碩士論文，國立交通大學管理學院國際經貿學程，新竹，（2006）。
[9]劉江釗，「部落格之社會網絡與自我呈現初探」，碩士論文，國立中山大學資訊管理研究所，高雄，（2005）。


二、期刊
[10]吳統雄，「態度與行為研究的信度與效度：理論、應用、反省」，民意學術專刊，民74夏季號，第29-53頁（1985）。
[11]林衍億，「大型入口網站，爭當部落格盟主」，今周刊，第436期（五月號）（2005）。
[12]封德台、歐育青，「多人線上遊戲產品服務轉換因素與消費者轉換行為關係之研究－以兩岸玩家為例」，2005年第三屆『管理思維與實務』學術研討會論文集，第3期，第19-45頁（2005）。
[13]施禔盈，「5種獲利模式，當部落格新貴」，Smart智富月刊，第91期（三月號）（2006）。

二、中文書籍
[14]Cooper, D. R. and P. S. Schindler著，古永嘉譯，「企業研究方法（第八版）」，華泰文化，台北（2003）。
[15]Cyril Fi�臀et and Emily Turrettini著，施瑞瑄譯，「誰沒部落格」，商周出版，台北（2006）。
[16]Lion, D. A., R. D. Mason, and W. G. Marchal著，林建雄、張善斌譯，「商用統計學（第三版）」，前程企管，台北（2001）。
[17]Scoble, R. and Israel, S.著，李宛蓉譯，「商業裸體革命」，商周出版，台北（2006）。
[18]Wright, J.著，洪慧芳譯，「部落格行銷」，麥格羅•希爾，台北（2005）。
[19]李強，「農民工與中國社會分層」，社會科學文獻出版社，（2004）。
[20]邱皓政，「量化研究法（二）統計原理與分析技術」，雙葉書廊，台北（2005b）。
[21]邱皓政，「量化研究法（一）研究設計與資料處理」，雙葉書廊，台北（2005a）。
[22]後藤秀夫著，李聰政譯，「市場調查個案研究」，小知堂文化，台北（2000）。
[23]陳順宇，「統計學（第三版）」，華泰文化，台北（1998）。
[24]齊藤伸也、小暮正人著，丁小艾譯，「商業部落格」，中國生產力中心，台北（2005）。
[25]盧希鵬，「網路行銷 - 電子化企業經營策略」，雙葉書廊，台北（2005）。
[26]藝立協，「Blog部落格線上出版、網路日誌實作」，上奇科技，台北（2003）。

英文部分
1. Books
[1]Bennett, J. A. and J. W. Strydom, Introduction to travel and tourism marketing, Juta and Company Limited,p.19 (2001)
[2]Blood, R., The Weblog Handbook: Practical Advice on Creating and Maintaining Your Blog, Cambridge MA: Perseus Publishing (2002)
[3]Bogue, D. J., Principles of demography, Wiley, New York (1969)
[4]Boyle, P., K. Halfacree, and V. Robinson, Exploring Contemporary Migration, Addison-Wesley, New York, p.34 (1998)
[5]Fornell, C. R., A Second Generation of Multivariate analysis, Praeger Publishers, New York (1982)
[6]Gillmor, D., We the Media, O'Reilly Media, Inc. (2004)
[7]Hair, J. F., R. E. Anderson, R. L. Tatham, and W. C. Black, Multivariate Data Analysis (5th ed.), Pearson Education Inc., Boston (1998)
[8]Hammersley, B., Developing feeds with RSS and atom, O'Reilly Media, Inc. (2005)
[9]Jackson, B. B., Winning and keeping industrial business customers, Lexington Books, Massachusetts (1985)
[10]Katz, M. H., Multivariable analysis: a practical guide for clinicians (2nd ed.), Cambridge University Press, New York, p.21 (2006)
[11]Krishnamurthy, S., Contemporary research in e-marketing, Idea Group,Inc. (2006)
[12]Moore, G. A., Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers, Harper Business Essentials (1991)
[13]Nunally, J. C., Psychometric Theory, McGraw-Hill, New York (1978)
[14]Oliver, R. L., Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York (1997)
[15]Payne, A., M. Christopher, H. Peck, M. Clark, Relationship marketing for competitive advantage: winning and keeping customers, Butterworth-Heinemann, p.39 (1998)
[16]Peters, T., Thriving on Chaos: Handbook for a Management Revolution, Harper Paperbacks, New York (1988)
[17]Porter, Michael E., Competitive Strategy: Technologies for Analyzing industries and Competitors, Free Press, New York (1980)
[18]Roscoe, J. T., Fundamental Research Statistics for the Behavioral Sciences, Holt, Rinehart and Winston, Inc., New York (1969)
[19]Stauffer, T., Blog On: Building Online Communities with Web Logs, McGraw-Hill/OsborneMedia (2002)
[20]Turban, E., D. King, J. K. Lee, and D. Viehland, Electronic Commerce: A Managerial Perspective 2006 (4th Edition), Prentice Hall (2005)
[21]Zeithaml, V. A. and M. J. Bitner, Services marketing: Integrating customer focus across the firm, McGraw-Hill, New York (2003)
2. Conference
[22]Cheng, P. and X. Liu, “The Impact of Network Effect on the Customer Switching Intention: in Mobile Telecommunication”, Service Systems and Service Management, 2007 International Conference on, pp. 1-5 (2007)
[23]Guiltinan, J. P., “A Classification of Switching Costs with Implications for Relationship Marketing”, in 1989 AMA Winter Educators' Conference: Marketing Theory and Practice, T. L.Childers, R. P. Bagozzi, et al., eds. Chicago, IL: AMA, 216-220. (1989)
[24]Herring, S. C., L. A. Scheidt, S. Bonus, and E. Wright, “Bridging the Gap: A Genre Analysis of Weblogs”, Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS 2004) (2004)
[25]Krishnamurthy, S., “The Multidimensionality of Blog Conversations: The Virtual Enactment of September 11", In Maastricht, The Netherlands: Internet Research 3.0 (2002)
[26]Zhang, Rui, K. Wang, K. Chen, and R. Rong, “Customer Switching Intention in Service Industries and the Effect of Customer Perceived Value”, Service Operations and Logistics, and Informatics, 2007. SOLI 2007. IEEE International Conference on, pp. 1-6 (2007)
[27]Zhang, Z. K., M. K. Cheung, K.O. Lee, and H. Chen,, “Understanding the Blog Service Switching in Hong Kong: An Empirical Investigation”, Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008) (2008)

3. Journals
[28]Anderson, E. W. and M. W. Sullivan, “The Antecedents and Consequencess of Customer Satisfaction for Firms”, Marketing Science, Vol.12, No.2, pp. 125-143 (1993)
[29]Balabanis, G., N. Reynolds, and A. Simintiras, “Bases of e-store loyalty: Perceived switching barriers and satisfaction”, Journal of Business Research, Vol.59, No., pp. 214-224 (2006)
[30]Bansal, H. S. and S. E. Taylor, “Beyond Service Quality and Customer Satisfaction: Investigating Additional Antecedents of Service-Provider Switching Intentions?”, In Developments in Marketing Science, Vol.22, No., pp. 75-82 (1999a)
[31]Bansal, H. S. and S. E. Taylor, “The service provider switching model (SPSM): A model of consumer switching behavior in the services industry”, Journal of Service Research, Vol.2, No., pp. 200-218 (1999b)
[32]Bansal, H. S., S. F. Taylor, and Y. S. James, “Migrating' to New Service Providers: Toward a Unifying Framework of Consumer's Switching Behaviors”, Journal of the Academy of Marketing Science, Vol.33, No.1, pp. 96-115 (2005)

[33]Bell, S. J., S. Auh, and K. Smalley, “Customer Relationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Levels of Customer Expertise and Switching Costs”, Journal of the Academy of Marketing Science, Vol.33, No.2, pp. 169-183 (2005)
[34]Bhattacherjee, A., “Understanding Information Systems Continuance: An Expectation-Confirmation Model”, MIS Quarterly, Vol.25, No.3, pp. 351-370 (2001)
[35]Blood, R., “How blogging software reshapes the online community”, Communications of the ACM, Vol.47, No.12, pp. 53-55 (2004)
[36]Bollen, K. A. and R. Stine, “Bootstrapping Goodness of Fit Measures in Structural Equation Models”, Sociological Methods and Research, Vol.21, No2, pp. 205-229 (1992)
[37]Burnham, T. A., J. K. Frels, and V. Mahajan, “Consumer Switching Costs: A Typology, Antecedents, and Consequences”, Journal of the Academy of Marketing Science, Vol.31, No.2, pp. 109-126 (2003)
[38]Chau, M. & J. Xu, “Mining communities and their relationships in blogs: A study of online hate groups”, International Journal of Human-Computer Studies, Vol.65, No., pp. 57-70 (2007)
[39]Chen, P.-Y. and L. M. Hitt, “Measuring Switching Costs and the Determinants of Customer Retention in Internet-Enabled Businesses: A Study of the Online Brokerage Industry”, Information Systems Research, Vol.13, No.3, pp. 255-274 (2002)
[40]Clark, D. E. and T. A. Knapp, “Personal and Location-Specific Characteristics and Elderly Interstate Migration", Growth and Change, Vol.27, No.3, pp. 327-352 (1996)
[41]Colgate, M. R. and B. Lang, “Switching Barriers in Consumer Markets: An Investigation of the Financial Services Industry", Journal of Consumer Marketing, Vol.18, No.4, pp. 332-347 (2001)
[42]Colgate, M. R. and M. Norris, “Developing a Comprehensive Picture of Service Failure”, International Journal of Service Industry Management, Vol.12, No.3, pp. 215-233 (2001)
[43]Coomber, R., “Dangerous drug adulteration—an international survey of drug dealers using the Internet and World Wide Web (WWW)”, International Journal of Drug Policy, Vol.8, No., pp. 71-81 (1997)
[44]Dorigo, G. and W. Tobler, “Push-Pull Migration Laws”, Annals of the Association of American Geographers, Vol.73, No.1, pp. 1-17 (1983)
[45]Du, H. S. and C. Wagner, “Weblog success: Exploring the role of technology”, International Journal of Human-Computer Studies, Vol.64, No., pp. 789-798 (2006)


[46]Ducate, L. C. and L. L. Lomicka, “Adventures in the blogosphere: from blog readers to blog writers”, Computer Assisted Language Learning, Vol.21, No.1, pp. 9-28 (2008)
[47]Esteves, J., “Where is your blog?”, Business Strategy Review, Vol.19 (Winter), No.4, pp. 62-70 (2008)
[48]Fornell, C., “A national customer satisfaction barometer: The Swedish experience”, Journal of Marketing, Vol.56, No.1, pp. 6-21 (1992)
[49]Ganesh, J., M. J. Arnold, and K. E. Reynolds, “Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers”, Journal of Marketing, Vol.64, No., pp. 65-87 (2000)
[50]Hennig-Thurau, T., Kevin P. G., and D. D. Gremler, “Understanding Relationship Marketing Outcomes”, Journal of Service Research, Vol.4, No.3, pp. 230-247 (2002)
[51]Hsu, C. L. and C. C. Lin, “Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation”, Information & Management, Vol.45, No., pp. 65-74 (2008)
[52]Hu, W.-L. and I.-S. Hwang, “Measuring the Effects of Consumer Switching Costs on Switching Intention in Taiwan Mobile telecommunication services”, The Journal of American Academy of Business, Vol.9, No.1, pp. 75-85 (2006)
[53]IP, K. F. and C. Wagner,, “Weblogging: A study of social computing and its impact on organizations”, Decision Support Systems, Vol.45, No., pp. 242-250 (2008)
[54]Jackson, B. B., “Build Customer Relationships that Last”, Harvard Business Review, Vol.63, No.6, pp. 120-128 (1985)
[55]Jones, M. A., D. L. Mothersbaugh, and S. E. Beatty., “Switching Barriers and Repurchase Intentions in Services”, Journal of Retailing, Vol.72, No., pp. 259-274 (2000)
[56]Jones, M. A., D. L. Mothersbaugh, and S. E. Beatty., “Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes”, Journal of Business Research, Vol.55, No., pp. 441-450 (2002)
[57]Kahn, B. E., “Consumer variety-seeking among goods and services”, Journal of Retailing and Consumer Services, Vol.2, No.3, pp. 139-148 (1995)
[58]Kahneman, D. and A. Tversky, “Prospect theory: an analysis of decision under risk”, Econometrica, Vol.47 (March), No., pp. 263-291 (1979)
[59]Kaiser, H. F. and J. Rice, “Little Jiffy, Mark Iv”, Educational and Psychological Measurement, Vol.34, No.1, pp. 111-117 (1974)
[60]Keaveney, S. M., “Customer Switching behavior in service industries: An exploratory study of Marketing”, Journal of Marketing, Vol.59 (April), No.2, pp. 71-82 (1995)

[61]Keaveney, S. M., and M. Parthasarathy, “Customer Switching Behavior in Online Services: An Exploratory Study of the Role of Selected Attitudinal, Behavioral, and Demographic Factors”, Journal of the Academy of Marketing Science, Vol.29, No.4, pp. 374-390 (2001)
[62]Kim, G., B. Shin, and H. G. Lee., “A Study of Factors that Affect User Intentions toward Email Service Switching”, Information & Management, Vol.43, No., pp. 884-893 (2006)
[63]Kim, M.-K., M.-C. Park, D.-H. Jeong, “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services”, Telecommunications Policy, Vol.28, No.2, pp. 145-159 (2004)
[64]Klaczynski, P. and J. Cottrell, “A dual-process approach to cognitive development: The case of children's understanding of sunk cost decisions”, Thinking and Reasoning, Vol.10, No., pp. 147-174 (2004)
[65]Klemperer, P., “Competition when consumers have switching costs: An overview”, Review of Economic Studies, Vol.62, No.213, pp. 570-601 (1995)
[66]Klemperer, P., “The competitiveness of markets with switching costs”, The Rand Journal of Economics, Vol.18, No.1, pp. 138-150 (1987)
[67]Klemperer, P., “Price Wars Caused by Switching Costs”, Review of Economic Studies, Vol.56, No.187, pp. 405-420 (1989)
[68]Koch, N. S., and J. A. Emrey, “The Internet and opinion measurement: Surveying marginalized populations”, Social Science Quarterly, Vol.82, No.1, pp. 131-138 (2001)
[69]Lam, S. Y., V. Shankar, M. K. Erramilli, and B. Murthy, “Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration From a Business-to-Business Service Context”, Journai of the Academy of Marketiag Science, Vol.32, No.3, pp. 293-311 (2004)
[70]Lambiotte, R., M. Ausloos, and M. Thelwall, “Word statistics in Blogs and RSS feeds: Towards empirical universal evidence”, Journal of Informetrics, Vol.1, No., pp. 277–286 (2007)
[71]Lee, E. S., “A Theory of Migration”, Demography, Vol.3, No.1, pp. 47-57 (1966)
[72]Lee, J., J. Lee, and L. Feick, “The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France”, Journal of Services Marketing, Vol.15, No.1, pp. 35-58 (2001)
[73]Lee, M. and L. E. Cunningham, “A Cost/Benefit Approach to Understanding Service Loyalty”, Journal of Services Marketing, Vol.15, No.2, pp. 113-130 (2001)
[74]Lopez, J. P. Maicas, Y. P. Redondo, and Fco. J. S. Olivan, “The impact of customer relationship characteristics on customer switching behavior: Differences between switchers and stayers”, Managing Service Quality, Vol.16, No.6, pp. 556-574 (2006)

[75]Mittal, B. and W. M. Lassar, “Why Do Customers Switch? The Dynamics of Satisfaction Versus Loyalty”, Journal of Services Marketing, Vol.12, No.3, pp. 177-194 (1998)
[76]Moon, B., “Paradigms in migration research: exploring 'moorings' as a schema”, Progress in Human Geography, Vol.19, No.4, pp. 504-524 (1995)
[77]Morsanyi, K. and S. J. Handley, “How smart do you need to be to get it wrong? C98The role of cognitive capacity in the development of heuristic-based judgment”, Journal of Experimental Child Psychology, Vol.99, No.1, pp. 18-36 (2008)
[78]Oliver, R. L., “Measurement and Evaluation of Satisfaction Processes in Retail Settings”, Journal of Retailing, Vol.57 (Fall), No.3, pp. 25-48 (1981)
[79]Paea, J. H. and J. S. Hyun, “Technology advancement strategy on patronage decisions: the role of switching costs in high-technology markets”, Omega, Vol.34, No.1, pp. 19-27 (2006)
[80]Pedersen, T., B. Petersen, and G.R.G. Benito, “Change of foreign operation method: impetus and switching costs”, International Business Review, Vol.11, No., pp. 325-345 (2002)
[81]Ping, R.A., “The effects of satisfaction and structural constraints on retailer exiting, voice loyalty, opportunism, and neglect”, Journal of Retailing, Vol.69 (Fall), No.3, pp. 320-352 (1993)
[82]Ping, R.A., “Does Satisfaction Moderate the Association between Alternative Attractiveness and Exit Intention in a Marketing Channel?”, Academy of Marketing Science Journal, Vol.22, No.4, pp. 364-371 (1994)
[83]Revenstein, E. G., “The Laws of Migration”, Journal of the Royal Statistical Society, Vol.48, No.2, pp. 167-227 (1885)
[84]Roos, I., "Switching Processes in Customer Relationships”, Journal of Service Research, Vol.2, No.1, pp. 68-85 (1999)
[85]Sharma, N. and P. G. Patterson, “Switching Costs, Alternative Attractiveness and Experience as Moderators of Relationship Commitment in Professional, Consumer Services”, International Journal of Service Industry Management, Vol.11, No.5, pp. 470-490 (2000)
[86]Stimson, R. J. and J. Minnery, “Why People Move to the 'Sun-Belt': A Case Study of Long-Distance Migration to the Gold Coast”, Urban Studies, Vol.35, No.2, pp. 193-214 (1998)
[87]Turel, O., and A. Serenko, “Satisfaction with mobile services in Canada: An empirical investigation”, Telecommunications Policy, Vol.30, No., pp. 314-331 (2006)
[88]Weiss, A. M., and E. Anderson, “Converting from Independent to Employee Salesforces: The Role of Perceived Switching Cost”, Journal of Marketing Research, Vol.29, No.1, pp. 101-115 (1992)
[89]Wilson, D. T., “An Integrated Model of Buyer-Seller Relationships”, Journal of the Academy of Marketing Science, Vol.23, No.4, pp. 335-345 (1995)
[90]Yang, Z. and R. T. Peterson, “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs”, Psychology & Marketing, Vol.21, No.10, pp. 799-822 (2004)

網路資源
[1]Campf, J, & S. Gallagher (2008), "Social Networking in the K-12 Classroom - Vocabulary Reference Guide", Available at Baltimore County Public Schools: http://www.bcps.org/offices/oit/eCommunitySummit/2008/Web2-JCJO/Web2VocabBrochure.pdf
[2]Heller, R. (2006), "Satisfying Customers: Achieving customer satisfaction for stronger business", Available at: http://www.thinkingmanagers.com/management/satisfying-customers.php
[3]Jaokar, A. (2006), "What is "Mobile Web 2.0?",Available at Web 2.0 Journal: http://web2.sys-con.com/node/251673
[4]Mmdays（2009），「彎彎究竟會花落誰家？由一個噗引發的BSP搶人大戰」，http://mmdays.com/2009/02/26/cwwany_and_bsp
[5]Pollster波仕特線上市調網，http://www.pollster.com.tw
[6]Twitter, http://twitter.com
[7]Wikipedia, http://www.wikipedia.org
[8]行政院研究發展考核委員會，http://www.rdec.gov.tw
[9]創市際市場研究顧問公司，http://www.insightxplorer.com
[10]羅皓菱（2004），「網路時代的麥哲倫–博客現象分析」，文化研究網，http://www.culstudies.com/rendanews/displaynews.asp?id=2959