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研究生:衡秀玉
研究生(外文):HENG, HSIU-YU
論文名稱:探討社會支持與轉換成本對線上證券顧客忠誠度的影響:關係長度的干擾效果
論文名稱(外文):The Effects of Social Support and Switching Costs on Online Customer Loyalty in the Securities Industry: The Moderating Role of Relationship Length
指導教授:張俊民張俊民引用關係
指導教授(外文):CHENG, CHUN-MING
口試委員:顏嘉惠李奇樺
口試委員(外文):YEN, CHIA-HUILI, CHI-HUA
口試日期:2017-05-12
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:65
中文關鍵詞:證券產業社會支持轉換成本忠誠度關係長度
外文關鍵詞:Securities IndustrySocial SupportSwitching CostsLoyaltyRelationship Length
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當科技、網路的進步影響了各行各業的經營模式及交易方法,金融業當然也無法在這樣的浪潮下置身事外。金管會在2015年6月喊出「金融3.0」,目前國內證券產業已是屬於成熟期,截至今年 9月底止,證券商電子下單金額平均比重已達 47.36%,電子下單成交筆數則達 51.63%,顯示電子下單的交易模式是受投資人青睞的。投資人委託下單已朝金融科技化及電子化方向發展,證交所並更進一步指出,預估2020年電子下單比重目標要達7成。各家證券商應思考,如何透過差異化的資訊系統及服務來穩固既有的客戶。
本研究從社會支持理論(實質支持、訊息支持、情感支持),探討是否會增加客戶轉換成本(程序轉換成本、財務轉換成本、關係轉換成本),當客戶轉換成本增加後,會不會影響客戶對券商的忠誠度。另外再以關係長度為干擾變數,探討是否會干擾轉換成本與忠誠度之間的關係。經由PLS分析的結果發現,實質支持只對財務轉換成本有正向影響、情感支持對關係轉換成本有正向影響,但是訊息支持對程序、財務、關係轉換成本皆有正向顯著影響;而程序轉換成本、關係轉換成本對忠誠度具有顯著的影響。本研究亦顯示,對於低度關係長度的顧客而言,程序轉換成本對忠誠度產生較高度的影響,而關係轉換成本則對高度關係長度的顧客忠誠度產生較高影響。本研究的研究結果,期望可以提供證券業擺脫低價的手續費競爭,又可增加客戶忠誠度決策方面的參考。

The progress of technology and Internet affect the business model and trading methods of all walks of life, of course, the financial industry also cannot keep aloof from this wave. In June 2015, the Financial Supervisory Commission R.O.C called "Bank 3.0". At present, the domestic securities industry is already maturity. As of the end of September this year, the average amount of securities orders is 47.36%, and the number of electronic orders is Up to 51.63%, showing that the electronic trading model is favored by investors. Investors commissioned the order have been toward the direction of financial technology and electronic development, the TWSE further noted that estimated target for electronic orders will reach 70% by 2020. Various securities firms should think about how to secure existing customers through differentiated information systems and services.
This study proposed a research model to examine the antecedents of online customer loyalty in securities sector. The model proposed that social support (tangible support, informational support, emotional support) will impact customers’ switching costs (procedural switching cost, financial switching cost, relational switching cost), which in turn affects customer loyalty. Data collected from customer of securities company in Taiwan were use to test the proposed model. The results of partial least squares (PLS) analysis, tangible support only has a positive effect on the financial switching costs, emotional support has a positive effect on the relational switching costs only. The results also revealed that informational support exerts positive effects on procedural, financial, and relationship switching costs. The results showed that procedural switching cost had a stronger effect on customer loyalty for users with high relationship length, compared to the customer with low relationship length. Finally, the results revealed that relational switching cost exerted a stronger influence on customer loyalty for users with high relationship length than those with low relationship length. The results of this study are expected to provide some insights for researchers and management of securities industry to increase customers’ loyalty and sustain companies’ competitive advantage.

目 錄 I
圖 目 錄 II
表 目 錄 III
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究範圍與步驟 6
第貳章 文獻探討 8
第一節 忠誠度 8
第二節 轉換成本 11
第三節 社會支持 15
第四節 關係長度 18
第參章 研究架構與方法 20
第一節 研究架構 20
第二節 研究假說 20
一、社會支持與轉換成本 20
二、轉換成本與忠誠度 22
三、關係長度與轉換成本的干擾關係 23
第三節 研究變數操作化定義 24
第四節 資料蒐集方法 27
第五節 資料分析方法 27
第肆章 資料分析 29
第一節 敘述統計分析 29
第二節 量測模式分析 33
第三節 結構模式分析 36
第伍章 結論與建議 41
第一節 研究發現與討論 41
第二節 管理意涵與建議 42
第三節 研究限制及未來方向 44
參考文獻 45
附錄:研究問卷 55

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