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標題: The Impacts of Cognitive Transfer Barriers and Inertia on Consumer Switch Intension in Telecommunication Services in Taiwan: Zero Promotion as a Moderator
作者: Shiu, Wei-Ting
關鍵字: switching costs
zero-price promotion
switching intention
出版社: 企業管理學系所
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摘要: The population of Taiwan''s mobile phone numbers has been as high as 120.2% .It show that Taiwan''s telecommunications industry has developed to the mature stage, now the carriers are not only trying to attract competitors' customers, but also to consolidate their existing customers . That is, how to let other consumers have switching intention for their own company and to reduce the existing customers switching intention. Therefore, in order to increase or prevent the consumers' switching intention, we must realize what factors behind the switching intention. The study consider the procedural switching costs, financial switching costs and relational switching costs as the switching intention rational antecedent and consider the inertia as the irrational antecedent, discussing whether the zero-price promotion moderating the consumer switching intentions. The study used the consumers who live northern, central and southern regions to questionnaire survey by seven Likert scale. 841 valid samples were collected, the effective rate is 98.7%. Then conduct statistical analysis, validity analysis, variance analysis for these collected data. Finally verify their hypotheses by multiple regression. The results indicated that the cognitive relational switching costs and inertia are significant negative effect the switching intentions; zero-price promotion moderating the financial switching costs, relational switching costs and switching intentions relationship.
台灣的手機門號數占人口比例高達 120.2%,顯示台灣的電信產業已為一個發展至成熟階段的市場,此時電信業者不只要竭力的吸引競爭對手的顧客,更要鞏固自己原有的客戶。言下之意為,要如何讓其他消費者對自家公司有轉換意圖,以及如何讓自家公司消費者降低轉換意圖。因此要增加或是阻止消費者的轉換行為,首先要釐清消費者背後之轉換意圖究竟有哪些因素。本研究將轉換障礙中的程序型轉換成本、財務型轉換成本和關係型轉換成本視為消費者轉換意圖前置因素中的理性因素,而將慣性視為非理性因素,並且探討零元促銷是否對於消費者轉換意圖產生干擾效果。 本研究以台灣北、中、南地區消費者為研究對象以李克特七點量尺度進行問卷調查,共計回收841份有效問卷,有效問卷回收率為98.7%。針對回收資料進行敘述性統計分析、信效度分析、差異分析,最後以複迴歸進行假說驗證。 本研究結果顯示消費者之認知的關係型轉換成本與慣性對其轉換意圖存在負向顯著影響;零元促銷則在財務型轉換成本、關係型轉換成本與轉換意圖間的關係存在干擾效果。
其他識別: U0005-1706201112373300
Appears in Collections:企業管理學系所



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