影響智慧型手機再購意願因素之研究－轉換成本及知覺風險之調節效果

The Factors Affecting Repurchase Intention for Smartphone: The Moderating Effects of Switch Cost and Perceived Risk

陳欽雨(Chin-Yeu Chen) ； 呂博裕(Bor-Yuh Leu) ； 楊士賢(Shih-Xiang Young)

《管理實務與理論研究》 12卷1期 (2018/06) Pp. 43-64

https://doi.org/10.29916/JMPP.201806_12(1).0003

摘要

隨著網路及資訊科技發展，廠商不斷地推出新型式、新功能的智慧型手機，因此如何強化消費者慣性及品牌忠誠度，以增進品牌產品再購意願，已成為重要實務課題。本研究以台灣的上班族與學生為研究對象，使用網路問卷調查法的方式蒐集問卷，運用迴歸分析檢定研究假說，目的在探討消費慣性、產品創新及品牌忠誠度對顧客再購意願之影響關係，並分別分析轉換成本及知覺風險之調節效果。。實證分析結果發現：消費慣性及產品創新對再購意願呈現顯著的正向影響；產品創新對品牌忠誠度呈現顯著的正向影響，而品牌忠誠度又對再購意願呈現顯著的正向影響；轉換成本在消費慣性對再購意願間、知覺風險在產品創新對再購意願間之影響均具有干擾效果；而品牌忠誠度在產品創新對再購意願之影響則具有部分中介效果。

關鍵字

消費慣性 ； 產品創新 ； 知覺風險 ； 轉換成本

並列摘要

As the development of internet and information technology, the firms continue launching new models or new functions of smart phone for satisfying the needs of consumers. Hence, how to strengthen customers' consuming inertia and brand loyalty has become an important issue for practitioners. In the study, smart phone owners are selected as research samples, where a web survey is conducted to collect data and the method of regression analysis is adopted to verify the proposed hypotheses. The study aims to explore the relationships among consuming inertia, product innovation, brand loyalty and repurchase intention. Besides, the moderating effects of switch cost and perceived risk are examined. The results show that both consuming inertia and product innovation have significant effects on repurchase intention. Product innovation can significantly affect brand loyalty, and subsequently, brand loyalty can significantly influence repurchase intention. Besides, switch cost can moderate the effect of consuming inertia on purchase intention, and perceived risk can moderate the effect of product innovation on purchase intention. Moreover, brand loyalty can partially mediate the effect of production innovation on repurchase intention.

並列關鍵字

consuming inertia ； product innovation ； switch cost ； perceived risk

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