顧客轉換意願影響因素之研究-以寬頻ADSL用戶為例

A Study on the Factors that Influence Customer Switching Intention─A Case Study based on ADSL

何佳玲(Chia-Ling Ho)

指導教授 ： 沈永正

共同指導教授 ： 梁朝雲(Chaucer-Chaoyun Liang)

元智大學/資訊學院/資訊傳播學系/碩士(2006年)

https://doi.org/10.6838/YZU.2006.00236

摘要

至2005年第二季為止，台灣家庭寬頻滲透率高達78%，寬頻用戶數約340萬戶，用戶市場已趨近飽和狀態，在用戶的成長率漸行緩慢、市場競爭日益劇烈下，各家ISP業者無不想盡辦法推出各式各樣新穎的促銷手法，來爭取新顧客的加入，例如提供直接降價(Price-offs)的優惠費率、推出最新的組合產品，及以贈品等來吸引競爭品牌的用戶轉換為新客戶，甚或以增強顧客的忠誠度來留住現有的顧客。然而ADSL屬差異性小、類似度高、可替代性強的產品，究竟哪些因素會影響到創造新客戶和保留現有客戶，並且減少客戶轉換率為本研究之重心。

本研究透過文獻探討、考量促銷方式、品牌忠誠度及個人收入對品牌轉換意願的影響，來探討上述三者的關聯性。採用消費者網路問卷調查方法，調查大台灣地區使用ADSL之消費者，利用SPSS進行人口統計變數、獨立樣本t檢定、單因子多變量分析及變異數分析來檢定。

研究結果發現：(1)ADSL消費者在考慮品牌轉換時，不論是高低品牌忠誠度者與高低所得收入者，對價格促銷方面之反應最為顯著，也就是金錢上之利得越高，轉換意願也就越高，兩者有高度的相關。(2)不論是低品牌忠誠度者或低所得收入者在「價格促銷」或「非價格促銷」的品牌轉換意願都不具明顯差異性，亦即ISP業者推出的促銷方案，只要在沒有轉換成本下，就會引起消費者轉換之動機。

關鍵字

品牌轉換、品牌忠誠度、促銷方式、ADSL、ISP

並列摘要

Up to 2005 Q2, the penetrative rate of ADSL users of Taiwan reaches 78%, and the amount of the users is about 3.4 million (dollars). Therefore the market of ADSL is ap-proximately saturated. Under the slow growth rate and the sharp market competition, every ISP tries very hard to promote its products to appeal new customers, such as pro-viding direct price-offs or implement some new product packages. They either offer gifts to attract the users of competitive ISP, or strengthen the current users' loyalty to keep their original clients.

As ADSL is a product of little difference, high similiarity, and substitution, we're concerned much about what factors will attract new clients and hold original clients by reducing their brand switch.

This study researches the association of the promotion methods, the brand loyalty, and the individual income by means of document investigation. Inquirying the relation of above aspects, we further adopt internet survey of customers and investigate all ADSL users around Taiwan. We also use SPSS to implement Demographic Attribute Variables, Independent Sample t-Test, and One-way MANOVA and ANOVA.

The results are :(1) when ADSL customers consider brand switch, they pay much attention on the lower price promotion, which means they will switch their brand as long as the price is low enough, no matter how high their brand loyalty and income are. (2) There is no obvious difference between price promotion and non-price promotion on brand switch, that is, customers always tend to switch their brand even there is no switch cost, no matter how low their loyalty and income are.

並列關鍵字

Brand Switch、Loyalty、Promotion、ADSL、ISP

參考文獻

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