線上轉換成本之內涵及其對顧客忠誠的影響－以線上購物平台為例

Switching Costs and Influence on Customer Loyalty in the Online Shopping Market

王董文(Dong-Weng Wang)

指導教授 ： 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

網路通路的崛起，重新改寫了商業競爭的模式，線上購物平台業者若欲留住顧客，或可參考「轉換成本」的議題。當消費者考慮更換線上購物平台時，會比較轉換前後的利益與成本，若成本高於利益，將形成轉換障礙，減少消費者轉換的可能性。過去學者對此議題的研究偏重於實體產業，較少探討「線上轉換成本」之內涵，並認為因網路通路特性而導致「線上轉換成本」很低，難以維持顧客忠誠。本研究擬探討在線上購物平台中，「線上轉換成本」之內涵及其對顧客忠誠的影響，並針對網路通路的特性，提出「套牢成本」的概念。本研究以曾在線上購物平台購物的消費者為對象，計蒐集有效樣本369份進行分析，並採用結構方程模式以確證理論模型。研究結果發現，「線上轉換成本」涵括「損失績效成本」、「不確定成本」、「轉換前之搜尋評估成本」、「轉換後之行為及認知成本」、「設置成本」、「套牢成本」等六項子構念。其中，線上購物平台的消費者比較在意「不確定成本」、「轉換前之搜尋評估成本」、「轉換後之行為及認知成本」、「套牢成本」四項子構念。此外，在電子商務的世界中，「線上轉換成本」對維持顧客忠誠存在正向的影響。本研究的結果可做為線上購物平台業者藉由「線上轉換成本」的機制，發展有效的競爭策略，以維持顧客忠誠。

關鍵字

線上轉換成本 ； 套牢現象 ； 顧客忠誠

並列摘要

When online market become a brand new channel to contact with customer, and the industry value of online channel increases year by year,scholars extense their research scope to the issues of online market, When satisfaction-loyalty linkage has not been enough to explain why customers stay in certain stores, it is much more important to research the effectiveness of switching costs and the underlying dimensions of switching costs.When a customer considers to switch from one supplier to another,he will compare the revenue and costs of switching,if the costs he will pay higher than the revenue he will take,the customer will influence by switching costs and choose to stay. However,the past researches almost focused on brick and mortar market but seldom discussed online switching costs,neither nor the factors which influence it.We intend to measure it in the online-shopping market. As usual, six dimensions have been proposed and examined: (1) lost performance costs; (2) uncertainty costs; (3) pre-switching search and evaluation costs; (4) post-switching behavioral and cognitive costs; (5) setup costs; and (6) sunk costs,we consider of the characteristics of online channel and replace (6) sunk costs to (6) lock-in costs. The result obviously shows that switching costs positive influence customer loyalty,customers in the online market especially care about three of the six dimensions：(2) uncertainty costs; (3) pre-switching search and evaluation costs; (4) post-switching behavioral and cognitive costs. Managers can develop business strategies through the characteristics of switching costs.

並列關鍵字

E-commerce、Online switching costs ； Customer loyalty ； Lock-on effect

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