資訊軟體再購意願之關鍵因素-以台灣資訊軟體服務業D公司為例

現今傳統資訊產業大多販賣軟體或服務，較為鎖定單一層面進行銷售，然而，現今市場競爭多變，致使個案公司目前面臨外部環境的變化，影響企業推行市場佔有率及銷售目標，對企業而言，開創新客源的成本比顧客再購的成本還高，因此，以企業的角度來說，顧客再購意願對企業較為重要，然而根據財政部財政統計台灣資訊軟體服務業整體銷售值資料來看，2018年較2017年衰退 2.86%，自2018年第三季起，由於美中貿易戰開始發酵，使得2018年下半年景氣展望轉為保守，GDP下降是不容易立刻恢復，全球無法預知中美貿易戰會打多久，本內容以資訊服務D公司為例，對消費市場深入探索，找出營運契機，希冀藉由本篇研究，以釐清影響資訊軟體企業再購意願，以作為企業內部及後續研究者深入探討。本研究透過德爾菲法訪談業界高階主管，並建構出適用於資訊軟體之研究架構，之後運用決策實驗室法與網路分析程序法，針對個案公司已購買過ERP客戶之問卷填答結果進行分析。研究結果顯示「使用經驗」、「C/P值」、「使用習慣」、「品牌優異」、「再購優惠」、「品牌關係」及「不願改變」為影響顧客對於資訊軟體再購意願之關鍵因素，其中「品牌優異」、「品牌關係」及「不願改變」是現階段極需改善的指標。因果圖呈現為有效改善所有關鍵因素的績效，C/P值做為改善的源頭。若能掌握C/P值，提升顧客對個案公司服務介面的C/P值感知，則能一舉達成使用經驗、使用習慣的改變、對再購優惠的回應，而好的使用經驗又能在提升顧客感知C/P值，形成良性循環，能以加乘速度產生營運績效。

關鍵字

再購意願；顧客承諾；多準則決策；決策實驗室法；網路分析程序法

並列摘要

Today, most of the traditional information industry sells software or services, which are locked in at a single level for sales. However, the current market competition is changing, causing the case companies to face changes in the external environment, affecting the company's market share and sales targets. For enterprises, The cost of starting a new customer source is higher than the cost of customer repurchase. Therefore, from the perspective of the company, the customer’s willingness to repurchase is more important to the company. However, according to the financial sales statistics of Taiwan’s information software service industry, In 2018, it was 2.86% lower than that in 2017. Since the third quarter of 2018, due to the start of the US-China trade war, the outlook for the second half of 2018 has turned conservative. The decline in GDP is not easy to recover immediately. The world cannot predict China and the United States. How long does the trade war play? This content takes the information service company D as an example to explore the consumer market and find out the operational opportunity. It is hoped that this study will clarify the willingness to influence the re-purchase of information software companies as an internal and follow-up study. In-depth discussion. This study interviewed the senior executives of the industry through the Delphi method, and constructed a research structure for the information software. Then, using the decision-making laboratory method and the network analysis program method, the questionnaire analysis results of the ERP customers that the case company has purchased were analyzed. . The results of the study show that "use experience", "C/P value", "use habit", "brand excellence", "repurchase offer", "brand relationship" and "unwilling to change" are affecting customers' willingness to repurchase information software. The key factors, among which "excellent brand", "brand relationship" and "unwilling to change" are indicators that are in great need of improvement at this stage. The causal map is presented to effectively improve the performance of all key factors, and the C/P value is the source of improvement. If you can grasp the C/P value and improve the customer's C/P value perception of the case company service interface, you can achieve the use experience, the change of usage habits, the response to the repurchase offer, and the good experience can be improved. The customer perceives the C/P value and forms a virtuous circle, which can generate operational performance at the speed of multiplication.