知覺價格對顧客忠誠度與轉換意願之影響－以行動電話使用者為例

The Impact of Perceived Price on Customer Loyalty and Transformation Intention-The Case of Cellphone User

蕭雲祥(Yun-Shun Shaw) ； 李英蘭(Ying-Lan Lee)

《華人前瞻研究》 10卷1期 (2014/05) Pp. 49-62

摘要

本文主要探討行動電話使用者知覺價格與其轉換意願的影響，以及行動電話使用者知覺價格與其忠誠度，如何影響其轉換意願。本文採取隨機便利抽樣方式，總計回收有效問卷320份，有效問卷回收率80%。本文透過資料蒐集及數據分析，得到以下結論：消費者選定電信廠商的重要考量因素有電信費率和通話品質；在背景變項中存有性別及年齡差異情形；知覺價格、轉換意願及顧客忠誠度之間有高度相關；顧客的知覺價格對其轉換意願有顯著影響；及顧客忠誠度的干擾效果不會影響顧客的轉換意願。針對這些結論本文提出建議如下：電信業者應規劃電信費率差異化，並強化通話品質來維繫消費者；電信業者應了解消費者的個別差異；及電信業者應重視消費者對電信費率的知覺程度，以降低其轉換意願。

關鍵字

行動電話 ； 知覺價格 ； 轉換意願 ； 顧客忠誠度

並列摘要

The study will discuss the effect of mobile phone provider ＂perceived price on consumers’ intention to transfer and loyalty. The study adopts a random sampling method, there are 320 returned questionnaires and 80% of effective returned rate. This research collection and the data analysis conclusion: Perceived price is useful in predicting mobile phone users’ transfer intentions, with obvious results; and Mobile phone users loyalty can affect their transfer intentions with less effect. This research the following suggestion: Planning telephone expense rate differentiation and reinforce communication quality; understanding individual differentiation; and emphasis consumer perceived price, then reduce consumer transfer intention.

並列關鍵字

Cell Phone ； Perceived Price ； Transformation Intention ； Customer Loyalty