政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104832
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51008111      線上人數 : 914
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104832


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104832


    題名: 消費者轉換成本類型對轉換意圖關係之研究－－台灣行動電話服務業為例
    其他題名: The Varying Effects of Switching Costs on Consumer Retention in Mobile Telecommunication Services
    作者: 胡婉玲
    關鍵詞: 行動電信服務業;行動電話;轉換成本;轉換意圖
    intension to switch;mobile telecommunication services;mobile telephone;switching cost
    日期: 2006-01
    上傳時間: 2016-12-14 11:57:09 (UTC+8)
    摘要: 過去對於轉換成本類型與轉換成本對轉換意圖影響之研究分散在不同的產業，產業特質對轉換成本的作用論述不多。本研究推論寡佔市場內的廠商策略有同質化傾向，因此造成消費者所知覺的各種類型轉換成本對轉換意圖之關係，會出現差異，尤其廠商之間價格公式的同質性如果越高，則過去研究所推論的財務型轉換成本與轉換意願之間的反向關係會越不顯著。台灣行動電話服務產業2G市場高度發展且門號普及率達100%以上，已位居世界第二，如此飽和的寡佔市場乃驗證廠商間攻守消費者知覺的轉換成本之理想實證對象。本研究依據台灣行動電話使用者人口統計變數實施配額抽樣，透過調查研究法對229名用戶進行資料蒐集，並且採用線性結構方程式驗證與模式比較。本研究的主要貢獻在修正過去學界的假說，驗證了進入飽和期的行動電信產業消費者所知覺的轉換成本類型，惟有程序型轉換成本與關係型轉換成本對於轉換意圖有顯著負向關係。
    With the second highest penetration rate in the world-over 100% - Taiwan`s telecommunications services market is highly developed. In such a saturated, oligopsonistic market, there is great competition between providers to steal each other`s customers. Mobile telecommunication services have therefore raised switching costs in an effort to dissuade users from switching providers, an issue every industry takes very seriously. In the past there has been a great deal of research into the influence different types of switching costs have on users` intentions to switch. But there is a difference between the types of switching cost consumers of different industries are aware of and the relationship these different types of switching costs have with users` intentions to switch. Taking demographic variables into account, this research conducted quota sampling of Taiwan`s mobile telephone users, collecting data from 229 users. With the use of linear structure equations, we have proven that procedural and relative switching costs have a significant relationship with users` intentions to switch, but that financial switching costs have little effect.
    關聯: 廣告學研究, 25, 81-105
    資料類型: article
    顯示於類別:[廣告學研究] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    25-4(p.81-105).pdf782KbAdobe PDF2442檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋