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系統識別號 U0002-2606201212005800
中文論文名稱 應用PPM理論探討行動通訊使用者之轉換意圖兼論轉換成本之調節效果 -以統一超商電信為例
英文論文名稱 Utilize PPM theory to explore the switching intention of mobile subscribers also on the moderating effect of switching cost: an example of 7-Mobile
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生中文姓名 胡緁瑩
研究生英文姓名 Ching-Ying Hu
學號 799610265
學位類別 碩士
語文別 中文
口試日期 2012-05-26
論文頁數 51頁
口試委員 指導教授-吳坤山
指導教授-羅惠瓊
委員-楊志德
委員-楊立人
中文關鍵字 PPM理論模型  滿意度  替代者吸引力  轉換成本  慣性  轉換意圖 
英文關鍵字 Push-Pull-Mooring Model  Satisfaction  Alternative attractiveness  Switching cost  Habit  Switching intention 
學科別分類 學科別社會科學管理學
中文摘要 在台灣電信已呈現高度密合、同時三大電信業者已寡佔大部份消費區塊的情況下,過去也有許多二類電信業者甚至如家樂福等零售品牌試圖加入與三大電信競爭,但結果都不如預期。本研究採用Bgane(1969)所提出的PPM延伸理論模型(Push-Pull-Mooring Model),從推力效果(以滿意度與ARPU值為變數)、拉力效果(替代者吸引力為變數)與鎖住效果(轉換成本與慣性為變數)來分析各種變數與轉換意圖之間的交互影響作用,同時,也探討是否滿意度會受到轉換成本而對轉換意圖具有調節效果。以此來探討7-Mobile以一個電信市場的後進者,應該透過何種策略來提高電信既有用戶的轉換意圖。
本研究之對象為國內20歲以上擁有電信門號之民眾,總計回收樣本數為184份,扣除無效樣本1份後,實際有效樣本為183份。透過敘述性統計、信效度分析及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析,其主要研究結果如下:
1. 替代者吸引力對轉換意圖有顯著的正向影響。
2. 轉換成本對轉換意圖有顯著的負向影響。
3. 慣性對轉換意圖有顯著的負向影響。
緣此,本研究建議7-Mobile應該從提高替代者吸引力著手,運用統一超商強大的通路資源提出有別於其他電信業者的促銷方案,同時,訴求的主力消費者該為鎖住效果較低的用戶,較易驅動消費者的轉換意圖。

關鍵詞:PPM理論模型、滿意度、替代者吸引力、轉換成本、慣性、轉換意圖
英文摘要 The penetrate rate in Taiwan’s telecom market is very high; in the meantime, the top 3 carriers already dominate major market. Despite there are several ISR (Internet Simple Reseller), such as: Carrefour tried to step into the market to compete with top 3 carriers, yet the result is not as their expectation. The study adopt PPM model (Push-Pull-Mooring Model), which released by Bgane in 1969. It utilizes push effect (customer satisfaction and ARPU as variables), pull effect (alternative attractiveness as variable), and mooring effect (switching cost and habit as variables) to analysis the interactive from different variables and switching intention. In addition, the study also would like to investigate the moderating effect of switching costs on the customer satisfaction and switching intention. Based on the research result, to provide strategic thinking for 7-Mobile, as the telecom industrial late mover, how to increase the switching intention towards the current users of top 3 carriers?
The research target current telecom consumers, which aged 20 or over. There are 184 questionnaires were issue. After removed one invalid sample, 183 valid samples were collected. Except descriptive statistics, validity analysis, and reliability analysis, partial least square method was applied to examine the proposed research framework. After the empirical research, the major findings as follows:
1. Alternative attractiveness has significant positive influence on switching intention.
2. Switching cost has significant negative influence on switching intention.
3. Habit has significant negative influence on switching intention.
Hence, the research suggests 7-Mobile should emphasis on how to increase alternative attractiveness, take advantage form 7-ELEVEN’s comprehensive channel resources to offer differential promotion campaign compare with other competitors. In the meantime, it should focus on those low loyalty consumers as their mooring effect weaker and more easy to increase switching intention.
論文目次 目錄
目錄....................................................................................................................................................I
表目錄...............................................................................................................................................II
圖目錄.............................................................................................................................................III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻回顧 4
第一節 電信產業概況 4
第二節 轉換意圖 9
第三節 PPM理論模型 10
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假設 17
第三節 研究變數定義與衡量 17
第四節 研究與範圍 21
第五節 資料分析方法 21
第四章 資料分析 23
第一節 前測分析 23
第二節 樣本結構分析 24
第三節 研究變項之因果關係 27
第五章 結論與建議 34
第一節 研究結論與發現 34
第二節 管理意涵 35
第三節 研究限制 38
第四節 後續研究建議 38
參考文獻....... 39
附錄一 前測問卷 47
附錄二 正式問卷 50
表目錄
表2-1 台灣的MVNO業者 7
表2-2 各家電信業者網內互打比較 8
表3-1 轉換意圖操作定義與衡量問項 17
表3-2 滿意度操作定義與衡量問項 18
表3-3 每用戶平均貢獻值(ARPU)操作型定義與衡量問項 19
表3-4 替代者吸引力操作型定義與衡量問項 19
表3-5 轉換成本操作型定義與衡量問項 20
表3-6 關係慣性操作型定義與衡量問項 21
表4-1 各構面之信度值 24
表4-2 樣本結構分析 25
表4- 3 研究構面之信效度表 29
表4-4 相關係數矩陣表 30
表4-5 研究模型路徑分析結果 31
表4-6 轉換成本在滿意度與轉換意圖之階層迴歸分析彙整表 32
表4-7 轉換成本在關係慣性與轉換意圖之階層迴歸分析彙整表 33
表4-8 轉換成本在代替者吸引力與轉換意圖之階層迴歸分析彙整表 33
表5-1 本研究假說之驗證結果 34
圖目錄
圖1-1 本研究流程圖 3
圖2-1 消費者最常使用的電信門號 4
圖3-1 研究架構圖 16
圖3-2 電信企業利潤決定因素 18
圖4-1 本研究模型研究路徑圖 31


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