本研究主要探討消費者轉換行為,除了品牌資產,還加入了轉換障礙的相關理論,並以國內ADSL產業為研究個案。希冀能透過對轉換障礙與品牌資產的探討,瞭解影響轉換行為的相關因素。本研究採取質性研究方法中的內容分析法,透過深度訪談,由受訪者說明本身轉換ADSL品牌的相關經驗與歷程。共計訪問二十四位受訪者,並在取得受訪者同意之下進行錄音,在訪談完畢之後謄寫訪談逐字稿。在整理二十四位受訪者對於ADSL業者品牌資產的描述與轉換決策過程的經驗之後,本研究以Keaveney (1995) 的服務轉換行為、Aaker (1991)、Keller (1993)的品牌資產構面、Berry (2000) 的服務品牌資產構面,與Colgate and Lang (2001)、Jones, Mothersbaugh & Beatty (2000) 的轉換障礙研究為基礎,發展出ADSL消費者的轉換行為模式。本研究主要發現ADSL消費者個人特質如性別、年齡、職業皆影響其轉換行為,ADSL消費者產生轉換意願的因素,依Keaveney的服務轉換行為進行分析,只有出現價格、核心服務失當、服務人員回應失敗,以及競爭者四項,除此之外,本研究特別發現消費者的嚐鮮動機,也是消費者產生轉換意願的因素之一。ADSL消費者搜尋ADSL業者相關資訊的主要資訊管道為網路,對ADSL業者品牌資產的認知受到口碑的影響甚鉅,在決定轉換與否的階段,消費者意識到的轉換障礙主要可分為可替代吸引力、服務補救、關係投資、轉換成本、服務接續等五項,服務接續為本研究的獨特發現,其意涵為消費者從原有品牌轉換到新的品牌時,意識到在服務接續過程中所造成實質或非實質上的損失。
This research mainly discusses consumers’ switching behavior. Besides brand equity, the study also employs relative switching barrier theory, and target on domestic ADSL industries. This study aims at understanding relative factors which influence switching behavior through the discussion of switching barrier and brand equity. The research conducts content analysis in qualitive research, and get respondents’ interpretations about the experiences of switching ADSL brand through in-depth interviews. Twenty-four interviews are made, each interview is recorded and minuted under the respondent’s agreement. After collect the experiences of switching decision process and description towards brand equity of ADSL vendors from twenty-four respondents, this study develop the ADSL consumer’ s switching behavior model based on Keaveney’s (1995) service switching behavior; Aaker (1991) and Keller’s (1993) constructs of brand equity; Berry’s (2000) constructs of service brand equity; and Colgate & Lang (2001), Jones, Mothersbaugh & Beatty’s (2000) switching barrier researches. The results of this study show that consumers’ personnal characteristics affect their switching behavior, such as gender, age, occupation, etc. The factors of ADSL consumers’ switching intention are only price, core service failures, employee responses to service failures, and attraction by competitors according to Keaveney’s (1995) service switching behavior. The result also shows that consumers’ motivation to try something new affect their switching intention. The primarily information channel for ADSL consumers searching for ADSL vendors is Internet, which influence the congnition of ADSL venders’ brand equity very much by the power of Word of Mouth. In the decision stage, consumers switching barriers are: attractiveness of alternatives, switching costs, relational investments, service recovery, and service continuation. Among the above factors, service continuation are the unique finding of the research, which implies when consumers switch from the original to the new brand, they realise that the service continuation can cause the essential or non-essential loss.