Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/21157
標題: The Impacts of Cognitive Transfer Barriers and Inertia on Consumer Switch Intension in Telecommunication Services in Taiwan: Zero Promotion as a Moderator
認知轉換障礙與慣性行為對消費者轉換意圖之影響:以台灣電信業者零元通話促銷為例
作者: Shiu, Wei-Ting
許瑋婷
關鍵字: switching costs
轉換成本
inertia
zero-price promotion
switching intention
慣性
零元促銷
轉換意圖
出版社: 企業管理學系所
引用: 一、中文文獻 丹‧艾瑞利,周宜芳、林麗冠、郭貞伶譯,(民97年),誰說人是理性的?,天下文化。 何雍慶、蘇宏仁、賴文儀、林泰安(民97年),消費者轉換行為之研究,遠東學報,25卷,1期。 克理斯‧安德森,羅耀宗、蔡慧菁譯,(民100年),免費!揭開零訂價獲利的秘密,天下文化。 林敬堯,慣性對轉換意願影響之研究-以行動電話服務為例,銘傳大學管理研究所碩士論文,民國97年6月。 胡婉玲(民95年),消費者使用創新性、轉換成本與轉換意圖間關係之實證研究,行銷評論,3卷,3期,頁399-422。 徐婉雯,零元行銷之探討:以電信產業為例,國立成功大學電信管理研究所碩士論文,民國98年6月。 張紹勳(2004)。研究方法。台北:滄海書局。 陳永河(2004)。習慣心理學,台北:張老師出版社。 陳禹辰、尚榮安、簡嘉信(民97年),網路消費者在購意圖之研究:轉換成本觀點之分析,電子商務學報,10卷,2期。 陳順宇(2007)。結構方程模式 AMOS操作。台北:心理出版社。 彭台光、高月慈、林鉦棽(2006)。管理研究中的共同方法變異:問題本質、影響、測試和補救。管理學報,23(1 ),77-98。 黃芳銘(2006)。社會科學統計方法學–結構方程模式。台北:五南圖書出版公司。 楊惠婷,會員費對沉沒成本、行為慣性、消費行為與續約意願之影響,國立成功大學國際企業研究所碩士論文,民國93年6月。 二、英文文獻 Assael, H. 1998. Consumer Behavior and Marketing Action, Cincinnati, OH: Southwestern College Publishing. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Academic of Marketing Science, 16(1), 74-94. Balabanis, Reynolds, & Simintiras. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59(2), 214. Brehm, J. W. (1956). Post-Decision Changes in the Desirability of Alternatives. Journal of Abnormal and Social Psychology, 52, 384-389. Bryman, A., & Cramer, D. (1997). Quantitative Data Analysis with SPSS for Windows (1st ed.). London; New York: Routledge. Burnham, Frels, & Mahajan. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126. Carlsson, F., & Lofgren, A. (2006). Airline Choice, Switching Costs and Frequent Flyer Programmes. Applied Economics, 38(13), 1469-1475. doi: http://www.tandf.co.uk/journals/routledge/00036846.html Caruana, A. (2003). The impact of switching costson customer loyalty: A study among corporate customers of mobile telephony. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 256–268. Chandon, P., Wansink, B., & Laurent, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. The Journal of Marketing, 64(4), 65-81. Cox, Donald F(1967)., “Risk Handling in Consumer Behavior – An Intensive Study of Two Cases,” in Donald F. Cox (ED.), Risk Taking and Information Handling in Consumer Behavior, Boston:Harvard University Press, pp.34-81. Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. [Article]. Journal of the Academy of Marketing Science, 22(2), 99-113. Dickson, P. R., & Sawyer, A. G. (1990). The Price Knowledge and Search of Supermarket Shoppers. Journal of Marketing, 54, 42-53. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. Hair, J. F., Black, B W. C. Babin, J. Anderson, R. E., & Thatam, R. L. (2006). Multivariate data analysis. (6th Ed.), Upper Saddle River, New Jersey: Pearson Prentice-Hall. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2002). Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business Research, 55(6), 441-450. doi: Doi: 10.1016/s0148-2963(00)00168-5 Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59(2), 71. Keaveney, S. M., & Parthasarathy, M. (2001). Customer Switching Behavior in Online Services: An Exploratory Study of the Role of Selected Attitudinal, Behavioral, and Demographic Factors. [Article]. Journal of the Academy of Marketing Science, 29(4), 374-390. Kim, H.-S., & Yoon, C.-H. (2004). Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market. Telecommunications Policy, 28(9-10), 751-765. doi: DOI: 10.1016/j.telpol.2004.05.013 Kim, H.-W., Chan, H. C., & Gupta, S. (2007). Value-based Adoption of Mobile Internet: An empirical investigation. Decision Support Systems, 43(1), 111-126. doi: DOI: 10.1016/j.dss.2005.05.009 Kim, M. K., Park, & Jeong. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145. Kim, M.-K., Park, M.-C., & Jeong, D.-H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145-159. doi: DOI: 10.1016/j.telpol.2003.12.003 Klemperer, P. (1995). Competition When Consumers Have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade. The Review of Economic Studies, 62, 515-539. Kline R. B. (1998). Principles and Practice of Structural Equation Modeling. New York: Guilford Press. Kolter, P. (2000). Marketing Management: Analysis, Planning, implementation, and Control (10 th ed.). New Jersey: Prentice-Hall Inc. Kristina Shampan''er, D. A. (2007). How Small is Zero Price? The True Value of Free Products: Marketing Science. Kaplan, L.B. & J. Jacoby(1972), ”The Components of Perceived Risk,” in Proceedings, Third Annual Conference, ed. M. Venkatesan, Urbans, IL:Association for Consumer Research. Lee, J., Lee, J., & Feick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France. Journal of Service Management, 15(1), 35. Mitchell, V. & Greatorex, M. (1993). Risk Perception and Reduction in the Purchase of Consumer Services. The Service Industries Journal, 13(4), 179-200. Mitchell, V. W. & M. Greatorex(1994), “Modelling Consumer Risk Reduction Preferences from Perceived Loss Data,” Journal of Economic Psychology, 15, pp.669-685. Murray, K. B. (1991). A Test of Services Marketing Theory: Consumer Information Acquisition Activities. The Journal of Marketing, 55(1), 10-25. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw Hill. Ouchi, W. G. (1980). Market, Bureaucracies, and Clans. Administrative Science Quarterly, 25, 129-141. Ouellette, J. A. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. PSYCHOLOGICAL BULLETIN, 124, 54. Patterson, P. G., & Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of Retailing, 79(2), 107. Pei-Yu, C., & Hitt, L. M. (2002). Measuring Switching Costs and the Determinants of Customer Retention in Internet-Enabled Businesses: A Study of the Online Brokerage Industry. [Article]. Information Systems Research, 13(3), 255-274. Ping, R. A. (1995). Some uninvestigated antecedents of retailer exit intention. Journal of Business Research, 34(3), 171-180. doi: Doi: 10.1016/0148-2963(94)00079-t Pollak, R. A. (1970). Habit Formation and Dynamic Demand Functions. The Journal of Political Economy, 78(4), 745-763. Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544. Shampanier, K. (2007). Zero as a special price: The true value of free products. Marketing Science, 26(6), 742. Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero as a Special Price: The True Value of Free Products. Marketing Science, 26, 742-757. Sharma, N., & Patterson, P. G. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services. International Journal of Service Industry Management, 11, 470-490. doi: 10.1108/09564230010360182 Shin, & kim. (2008). Forecasting customer switching intention in mobile service: An exploratory study of predictive factors in mobile number portability. Technological Forecasting and Social Change, 75(6), 854. Slama, M. E., & Tashchian, A. (1985). Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement. Journal of Marketing, 49, 72-82. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. The Journal of Marketing, 60(2), 31-46.
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。
URI: http://hdl.handle.net/11455/21157
其他識別: U0005-1706201112373300
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-1706201112373300
Appears in Collections:企業管理學系所

文件中的檔案:

取得全文請前往華藝線上圖書館



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.