臺灣博碩士論文加值系統

本研究主要是探討影響消費者對智慧型手機品牌的轉換意願之因素，根據過去文獻建立研究架構，包含轉換意願、產品品質、服務品質、關係品質、轉換成本、慣性、知覺價格及使用習慣。本研究共收集482份有效問卷，並透過LISREL進行資料分析。研究結果顯示，服務品質、關係品質及慣性皆對消費者的轉換意願呈現負向影響；而產品品質與轉換成本無顯著影響。此外，除了轉換成本和使用習慣外，作為先例，知感價格也對慣性有正向影響。

Witnessing the unprecedented development and high competition in smartphone industry, the study aims to explore the factors affecting customers’ switching intention among smartphone brands. Based on literature review of previous researches, a research model was built with constructs, namely switching intention, product quality, service quality, relationship quality, switching cost, inertia, perceived price，and using habit. A survey was conducted and 482 samples were collected for data analysis process. By applying LISREL, this study shows service quality, relationship quality, and inertia as expected, negatively influence customers’ switching intention, while product quality and switching cost have no significant influence. In addition, besides switching cost and using habit, perceived price as a newly-suggested antecedent positively influences inertia.

摘要............................................................................i
Abstract.......................................................................ii
Acknowledgements..............................................................iii
Table of Contents..............................................................iv
List of Tables.................................................................vi
List of Figures...............................................................vii
Chapter 1. Introduction.........................................................1
1.1 Research Background.........................................................1
1.2 Research Purpose............................................................2
1.3 Research Process............................................................2
Chapter 2. Literature Review....................................................4
2.1 Switching intention.........................................................4
2.2 Product quality.............................................................4
2.3 Service quality.............................................................4
2.4 Relationship quality........................................................5
2.5 Switching Cost..............................................................6
2.6 Inertia.....................................................................6
2.7 Antecedents of inertia......................................................7
2.7.1 Switching cost............................................................7
2.7.2 Perceived price...........................................................7
2.7.3 Using habit...............................................................7
Chapter 3. Methodology..........................................................9
3.1 Research model..............................................................9
3.2 Constructs measurement and data collection..................................9
3.3 Data analysis..............................................................10
3.3.1 Exploratory factor analysis (EFA)........................................10
3.3.2 Confirmatory factor analysis (CFA).......................................11
3.3.3 Linear structural relations (LISREL).....................................11
Chapter 4. Results.............................................................12
4.1 Demographic statistics.....................................................12
4.2 Confirmatory factor analysis...............................................13
4.3 Hypotheses testing.........................................................14
Chapter 5. Conclusion..........................................................17
5.1 Summary of results.........................................................17
5.2 Theoretical implications...................................................18
5.3 Practical implications.....................................................18
5.4 Limitaions and futher research.............................................19
References.....................................................................20
Appendix I – English Questionnaire.............................................23
Appendix II – Vietnamese Questionnaire.........................................29
Appendix III – Submitted Paper.................................................35
EXTENDED ABSTRACT..............................................................53

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