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研究生:顏國性
研究生(外文):YAN KUO HSING
論文名稱:探討寬頻用戶轉換意願之影響因素-從遷徒理論觀點
論文名稱(外文):Explore the Impact Factors of Switch Intention of Broadband Users –From the Viewpoint of Migration Theory
指導教授:傅振瑞傅振瑞引用關係
指導教授(外文):Jen-Ruei,FU
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:資訊管理系碩士在職專班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:90
中文關鍵詞:寬頻客戶轉換意願遷徒理論PPM模型慣性顧客滿意度競爭者吸引力
外文關鍵詞:Broadband CustomersSwitching IntentionMigration theoryPPM ModelsHabitCustomer SatisfactionAlternative Attractiveness
相關次數:
  • 被引用被引用:13
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隨著寬頻上網的快速發展,近年來寬頻服務市場愈趨競爭,因此瞭解使用寬頻服務之顧客,且留住現有的顧客,將是服務提供者所需研究的重要議題。
本研究認為,寬頻客戶轉換業者就像一種遷移的行為-從原業者遷移到新業者,因此,如果採用遷移理論的鎖住效應、推力效應與拉力效應,以整體效應來解釋寬頻客戶轉換意願將會更適合。
本研究認為藉由過去文獻,找出影響客戶轉換意願的幾個構念:偏好、熟悉度、使用經驗、慣性程度、服務品質、顧客滿意度、同業吸引力,並結合遷移理論的PPM模型,將影響客戶轉換意願分為鎖住效應、推力效應與拉力效應三個效應面,建構出有別於以往研究客戶轉換意願的理論框架,並採用PLS分析驗證此模型的適切性。本研究之目的為使用此一理論框架來解釋寬頻客戶之轉換意願。
本研究之研究結果如下:
一、遷移理論的PPM模型能有效運用於寬頻客戶之轉換意願的解釋,且較以往之構念獨立直接影響模型,更為適切。
二、鎖住效應與轉換意願呈負向關係,即鎖住效應越小,則寬頻客戶的轉換意願越低。
三、推力效應與轉換意願呈負向關係,即推力效應越小,則寬頻客戶的轉換意願越低。
四、拉力效應與轉換意願呈正向關係,即拉力效應越大,則寬頻客戶的轉換意願越高。
最後,本研究結果期望對寬頻客戶之轉換意願的調查有所幫助,對企業方面,也可做一些參考與建議。
With the rapid development of broadband, the market related to it has become more and more competitive in recent years. Hence, understanding the customers of broadband service and keeping the current customers will be an important research issue for service providers.
This study suggests that a broadband customer’s decision to switch to another service provider can be analogous to a migration. Therefore, it’s appropriate to apply migration theory to explain the broadband customer’s switching intention with the mooring effect, push effects and pull effects.
Based on literature review, some concepts that influence customers to switch broadband service providers are investigated in the current study. These effects are preference, familiarity, experience, inertia, service quality, satisfaction degree, and industry attractiveness .When these concepts were combined with PPM, we can create a new framework that divided customer’s switching intention into three dimensions: locking effect, pushing effect and pulling effect. The new theory framework is different from previous researches and it is tested empirically by PLS analysis. The purpose of this study is to explain the broadband customer’s switching intention with the new framework.
In this study, the results are as follows:
1、The PPM can effectively explain the broadband customers switching intention and it is more suitable than the Independent Direct Effects Model.
2、The relation of mooring effect and switching intention is negative. The less the mooring effect exists, the less likely for the customer to switch to another service provider.
3、The relation of push effect and switching intention is negative. The less the push effect exists, the less likely for the customer to switch to another service provider.
4、The relation of pull effect and switching intention is positive. The more the push effect exists, the more likely the customer to switchto another service provider.
At last, I hope that the results of this study will be helpful to the investigation of broadband customer’s switching intention and support some references and suggestions to the enterprises.
1、 緒 論 9
1.1 研究背景 9
1.2 研究動機 9
1.3 研究目的 11
1.4 論文架構 12
1.5 研究流程 13
2、 文獻探討 14
2.1 轉換意願 14
2.2 遷徙(MIGRATION) 16
2.2.1 遷徙法則 (THE LAW OF MIGRATION) 16
2.2.2 推拉理論 (PUSH-PULL THEORY) 17
2.2.3 人口遷徙理論 (A THEORY OF MIGRATION) 17
2.2.4 PPM 模型 (PUSH-PULL MOORING MODEL) 18
2.3 推力效應 (PUSH EFFECTS) 22
2.3.1 顧客滿意度 22
2.3.2 滿意度對轉換意願之影響 23
2.3.3 轉換成本對轉換意願之影響 23
2.4 拉力效應(PULL EFFECTS) 25
2.4.1 競爭者吸引力 25
2.5 鎖住效應(MOORING EFFECTS) 27
2.5.1 慣性 28
2.5.2 慣性的影響因子 28
2.5.3 偏好 29
2.5.4 熟悉度 29
2.5.5 使用經驗 30
2.5.6 慣性與轉換意願 30
2.6 小結 31
3、 研究架構與研究假說 32
3.1 研究架構 32
3.2 研究假說 33
3.2.1 調節效果 34
3.2.2 服務品質與顧客滿意度關係 35
3.2.3 影響慣性程度的因素 36
3.2.4 影響競爭者之吸引力的因素 36
3.3 研究變數之定義與操作化 37
3.3.1 個人基本資料 39
3.3.2 鎖住效應 40
3.3.3 推力效應 42
3.3.4 拉力效應 44
3.3.5 轉換成本 44
3.3.6 轉換意願 46
3.3.7 問卷前測 46
4、 研究設計與方法 48
4.1 研究對象與資料收集 48
4.2 資料分析方法與工具 48
4.2.1 資料前置處理 48
4.2.2 個人基本資料分析 52
4.2.3 信度與效度分析 52
4.2.4 結構模式分析 53
4.2.5 調節作用分析分析 53
5、 資料分析與結果 55
5.1 樣本基本資料分析 55
5.2 信度與效度分析 57
5.2.1 信度分析 57
5.2.2 因素分析 61
5.2.3 內部一致性分析 63
5.2.4 收斂效度分析 63
5.2.5 區別效度分析 64
5.3 結構模式分析 66
5.3.1 未綁約客戶 69
5.3.2 綁約客戶 70
5.4 調節作用分析 71
5.4.1 未綁約客戶 76
5.4.2 綁約客戶 76
5.5 研究假說結果 77
6、 結論與建議 78
6.1 研究發現與討論 78
6.2 研究貢獻與意涵 80
6.2.1 學術貢獻 80
6.2.2 管理實務意涵 80
6.3 研究限制 81
6.4 後續研究建議 82

參考文獻…………………………………………………………………………83
中文文獻…………………………………………………………………………83
英文文獻…………………………………………………………………………84

附錄:問卷………………………………………………………………………87
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