本研究旨在瞭解顧客滿意度、後悔度以及轉換成本對部落格使用者轉換至臉書之影響。以及部落格使用者從部落格轉換至臉書使用的因素為何。期藉由部落格使用者轉換意願因素之調查來給予相關社群網站業者在社群網站經營之建議。本研究透過文獻分析法以及深度訪談法來探知顧客滿意度、後悔度以及轉換成本對部落格使用者轉換至臉書之影響。本研究將研究對象分為三群,第一群是從部落格轉至臉書之完全轉換者,共計4人;第二群為部落格與臉書同時使用之部份轉換者,共計3人;第三群為只使用部落格未使用臉書之未轉換者,共計2人。本研究將以此三群作為本研究之研究對象,並透過訪談大綱進行深度訪談,進而歸納出此九位使用者對於部落格轉換至臉書行為之影響因素。 本研究主要研究發現歸納如下: 1. 部落格之顧客滿意度與部落格轉換行為間之關連性並不高。僅有未轉換者之轉換行為與部落格顧客滿意度具關聯性。 2. 臉書之顧客滿意度與部落格轉換行為間具有關連性存在。 3. 部落格顧客後悔度與部落格使用者轉換至臉書此一轉換行為間之關連性上,會因不同受訪者之特性而會有不同的關連性。 4. 臉書顧客後悔度與部落格使用者轉換至臉書此一轉換行為間之關連性上,會因不同受訪者之特性而會有不同的關連性。 5. 轉換成本與轉換行為間之具有關連性存在。 6. 部落格轉換至臉書使用的因素有可分為二大類因素,分別是功能因素與外部因素。功能因素指的臉書本身的功能,包括臉書在科技面向上的資訊流動性、便利性與外擴性等面向以及操作容易性。外部因素主要指的是時代潮流之驅力。
The study aims to understand influence of customer satisfaction, regret, and switching cost on blog users from blog to facebook and the reasons. The study expects to provide relevant community website proprietors with suggestions for community website management via switch intention factors. The study knows influence of customer satisfaction, regret, and switching cost on blog users from blog to facebook via literature analysis and in-depth review. Research objects are divided into three groups: 1. complete switchers from blog to facebook (four people), 2. partial switchers who use both blog and facebook (three people), and 3. non-switchers who use blog instead of facebook (two people). The study conducts an in-depth interview via an interview outline and then sum up influencers of these nine users from blog to facebook. The main findings of the study are summed up as follows: 1. Correlations of blog customer satisfaction and switch behavior are not high, and only switch behavior of non-switchers is related to blog customer satisfaction. 2. Facebook customer satisfaction is related to blog switch behavior. 3. Correlations of blog customer regret and switch behavior of blog users from blog to facebook are different for different interviewee features. 4. Correlations of facebook customer regret and switch behavior of blog users from blog to facebook are different for different interviewee features. 5. A switching cost is related to a switch behavior. 6. The factors of being from blog to facebook can be divided into two types: separately functional and external factors. A function factor means a facebook function per se, including information mobility, convenience and external expansion in technology and manipulation ease of facebook. An external factor means a driving force of the times trend.