臺灣博碩士論文加值系統

隨著網路的發達，使用網路的人數逐年上升，為了因應大眾不同的需求，網路服務供應商也逐漸得越來越多。而網路服務供應商的成長也使得了同業中的競爭更加的激烈，各家網路服務供應商分別祭出各種不同得方案，就為了留住原本的客戶以及吸引新的客群。因此，本篇論文將探討以下各種關聯(1)不同轉換動機與後悔程度、(2)轉換動機與轉換成本的交互作用與不同轉換動機產生之後悔程度的差異、(3)轉換後，後悔所導致的後續行為。此研究採用「推拉繫住力理論」中的推力以及拉力效應來將顧客的轉換動機做簡單的分類，接著再使用兩種不同的轉換成本，分別是貨幣損失成本、經濟風險成本來作為轉換過程的繫住力，整合兩種因素來設計不同的情境以了解不同狀況下的後悔程度。再者，也採用了後悔理論來探討轉換後產生之負面情緒及後悔之後的顧客行為，加入了持續使用意圖、轉換回原本服務供應商的意圖以及傳遞負面訊息三種不同的後續行為來做初步的研究。研究結果顯示，因為誘因而轉換的顧客會比因為受不了原服務的缺點而轉換的人還後悔，而當貨幣損失成本較高的時候，轉換動機與貨幣損失成本的交互作用反而會降低兩種不同轉換動機之後悔程度的差異。最後，結果也顯示出，覺得後悔的顧客的確會做出不利於網路服務供應商的行為。

With the popularity of the Internet, the number of Internet users has grown rapidly. To satisfy the demand of the users, the number of Internet Service Providers has increased. Increasingly, strategies have been developed to attract and keep customers. Therefore, this thesis will investigate the associations of (1) different driving forces and regret, (2) the interactions of driving forces and switching costs and the difference between the push and pull groups, and (3) the following behaviors after regret. This research uses the push and pull effect of the push-pull-mooring model to distinguish the switch intention of the customer. Additionally, it applies both monetary loss cost and economic risk cost as mooring factors in the switching process. Combining these two constructs to observe the level of regret while in different circumstances. Furthermore, there the following three behaviors are used in this study: continuance intention, switch back intention, and negative word of mouth. The results of this research are: (1) Customers driven by the pull effect will feel more regret than customers driven by the push effect. (2) The interaction of driven forces and monetary loss cost will reduce the difference of regret between the push and pull group while monetary loss cost is higher. (3) Regret will bring customer negative behaviors to an Internet Service Provider.

Table of Contents
論文審定書 i
中文摘要 ii
Abstract iii
Table of Contents iv
List of Figures vi
List of Tables vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Purpose 3
Chapter 2 Theoretical Background and Literature Review 5
2.1 Customer Service Switching 5
2.2 Push-Pull-Mooring Model 6
2.2.1 Push Effect 7
2.2.2 Pull Effect 7
2.2.3 Mooring Effect 8
2.3 Regret Theory 14
Chapter 3 Research Model and Hypotheses 16
3.1 Research Model 16
3.2 Hypotheses Development 17
3.3 Operational Definitions 23
3.5 Measurement 27
3.6 Sampling and Data Collection 29
Chapter 4 Data Analysis 31
4.1 Manipulation Check 31
4.2 Demographic Statistics 32
4.3 Measurement Validation 35
4.3.1 Common Method Variance 35
4.3.2 Reliability and Validity 38
4.4 Hypotheses Testing 41
4.5 Discussions 45
4.5.1 The Influences on Regret 45
4.5.2 Customer’s Following Behaviors after Regret 46
4.5.3 Regret and Expectation Disconfirmation Theory (EDT) 46
Chapter 5 Conclusion and Implication 48
5.1 Summary 48
5.2 Contribution 50
5.3 Limitation and Suggestions for Future Study 52
Reference 54
Appendix 59

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