顧客使用態度與滿意度對轉換意願之影響
─以4G行動寬頻上網為例

本研究在探討行動寬頻上網服務中顧客的使用態度與滿意度對顧客使用行動寬頻轉換意圖的影響，以科技接受模式研究顧客的使用態度，並且研究顧客是否會因為電信業者本身的產品品質與服務品質而有不同的滿意度，進而影響顧客的轉換意願。本研究以發放紙本問卷的方式來搜集資料，蒐集所得的資料以統計方法及SPSS統計軟體分析，經由敘述性統計、獨立樣本t檢定、單因子多變量變異數分析、因素分析、相關分析、簡單迴歸分析及複迴歸分析等統計方法進行資料分析，目的是為了了解行動寬頻上網服務電信業者對顧客所提供的上網服務品質及產品品質，是否會影響顧客的滿意度；另外行動寬頻上網速率的提升，是否會因為顧客的認知有用性及認知易用性而影響顧客的使用態度；顧客的滿意度及使用態度也會進一步影響顧客對4G行動寬頻轉換之意願。研究結果顯示欲轉換為4G行動寬頻上網使用者在使用網路服務時，會先以行動寬頻上網的有用性為首要考量，其次才會考量行動寬頻的易用性。另外,使用態度影響轉換意願則呈現負向結果。另外使用者在使用網路服務時，會先以行動寬頻的產品品質首要考量，其次才會考量行動寬頻的服務品質;而產品品質及服務品質會透過顧客滿意度而正向影響轉換意願。

關鍵字

科技接受模式；轉換意願；服務品質；產品品質；顧客滿意度；行動寬頻

並列摘要

This study focused on customers attitudes and satisfaction affecting the customers’ convention wishes on mobile broadband Internet services. The researcher used technology acceptance model (TAM) to analyze the customers’ attitudes and how service quality and customer quality affected customers’ satisfaction and convention wishes. The researcher collected data by using paper questionnaire and statistical SPSS methods to analysis data. The research used descriptive statistics, independent sample t test, single factor multivariate analysis of variance, factor analysis, correlation analysis, simple regression, multiple regression and multivariate data analysis to analysis data. The purpose of the research studied how Internet service quality and product quality effected customer satisfaction; This research also researched how customers perceived usefulness and perceived ease of use impacted the customer’ attitudes. The customer satisfaction and attitudes also affected customers conversion wishes. The results showed the Internet users, who wanted to convert to 4G, considered the usefulness at first, then considered ease of use. Customer attitude influenced the negative results to conversion wishes. The Internet users considered product quality first and following by services quality. Product quality and services quality were positive effected conversion wishes through customer satisfaction.