網路電話之服務價值、轉換成本及科技準備度對消費者購買意願之影響

The Effects of Service Value, Switching Costs and Technology Readiness on Consumers` Purchase Intentions in Voice over IP (VoIP)

林晉賢(Chin-Hsien Lin)

指導教授 ： 洪英正

共同指導教授 ： 楊立人(Li-Ren Yang)

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00604

摘要

近年來網路電話蓬勃的發展，網路電話使用量與市場值逐年攀昇，加上所提供之網路電話服務的差異性愈來愈小，業者欲在此種環境中成功，其關鍵必須著重於顧客導向，尤其重視服務價值，以滿足顧客需求做為企業經營的重要目標。然而，轉換成本的存在可以將消費者套牢，可能影響其對網路電話的購買意願，而顧客本身對於接受新科技的傾向也可能影響其對網路電話的接受程度。
本研究之主要目的在調查服務價值、轉換成本及科技準備度對消費者購買意願的影響，主要採取量化之問卷調查方法，網路電話使用者的回收有效樣本共321份，首先進行因素分析與集群分析後，本研究將服務價值區分為「高服務價值」與「低服務價值」二種；轉換成本則區分為「自信轉換型」與「隨意轉換型」二種；科技準備度則區分為「新潮流行型」與「傳統保守型」二種，再以多因子變異數分析、t檢定、單因子變異數分析及Scheffe法來進行各項檢定。研究結果顯示，
1.不同的服務價值， 對網路電話服務的購買意願會有顯著差異。
2. 不同科技準備度，對網路電話服務的購買意願會有顯著差異。
3. 不同人口統計變項，對網路電話服務的服務價值、轉換成本、科技準備度及購買意願會有顯著差異。
管理上的意涵為有三項：1. 提供消費者無可取代的服務價值是提升消費者購買意願的不二法門。2. 提升網路電話的服務品質以留住客戶。3. 主管機關建立監測網際網路的效能和網路電話的服務品質的機制。

關鍵字

服務價值 ； 轉換成本 ； 科技準備度 ； 購買意願 ； 網路電話

並列摘要

The Voice over IP (VoIP) develops rapidly in recent years. The consumption and market value increases gradually each year, and the differences of VoIP service are becoming less and less among operators. If business wants to be successful in this market, the most import thing is to emphasize customer orientation, especially in service value, that can be satisfied by customers’demand. However, consumers will be locked by the reason of switching costs and that would make some impact on their purchase intentions of VoIP.
And the tendency of acceptance in new technology will also impact the customers’ purchase intentions of VoIP. The main objective of this research is to investigate the effects of service value, switching costs, technology readiness on consumers’ purchase intentions in Voice over IP. This research adopts the quantitative questionnaire with 321 valid samples collected from the people having experience in VoIP.We use factor analysis and cluster analysis, and we divide service value into two groups “High service value” and “Low service value”, divide switching costs into two groups “Confidential switching”and “Free switching”, and divide technology readiness into two groups“Fashion” and ”Conservation”. Second,MANOVA,t-test,One-way ANOVA, Scheffe method is used to perform analysis.
The result of research shows as bellows:
1. Difference of service value contributes to significant influence on purchase intentions of VoIP.
2. Difference of switching costs contributes to significant influence on purchase intentions of VoIP.
3.Difference of demographics variables contributes to significant influence on service value, switching costs, technology readiness and purchase intentions of VoIP.
The management implication shows as bellows:
1. The business of VoIP should provide consumers the unique service value.
2. The business of VoIP should promote the service quality of VoIP to reserve customers.
3.The government including markets and corporations should build up the mechanism to monitor the performance of Internet and the service quality of VoIP.

並列關鍵字

Service Value ； Switching Costs ； Technology Readiness ； Purchase Intentions ； Voice over IP

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