轉換成本之內涵及其對顧客忠誠的影響--以線上購物平臺為例_

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題名：	轉換成本之內涵及其對顧客忠誠的影響--以線上購物平臺為例
書刊名：	行銷評論
作者：	徐純慧／王董文
作者(外文)：	Hsu, Chun Hui／Wang, Dong Weng
出版日期：	2011
卷期：	8:3
頁次：	頁295-314
主題關鍵詞：	轉換成本；套牢現象；顧客忠誠；E-commerce；Online switching costs；Customer loyalty；Lock-on effect
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:27

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「轉換成本」之內涵，並認為因網路通路特性而導致「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，「轉換成本」之內涵及其對顧客忠誠的影響。本研究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「轉換成本」涵括「損失績效成本」、「不確定成本」、「轉換前之搜尋分析成本」、「轉換後之行為成本」、「設置成本」、「套牢成本」等六項子構念。此外，在電子商務的世界中，「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「轉換成本」的機制，發展有效的競爭策略，以維持顧客忠誠。

以文找文

Science the online market become a new channel to contact with customers as long as the industry value of online channel increases year by year, scholars extended their research scopes to the issue 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 switching supplier from one 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. 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) lock-on costs. The result 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 switching costs.

以文找文

期刊論文
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17.	Harris, Katherine E.、Grewal, Dhruv、Mohr, Lois A.、Bernhardt, Kenneth L.(2006)。Consumer responses to service recovery strategies: The moderating role of online versus offline environment。Journal of Business Research，59(4)，425-431。
18.	Jones, M. A.、Mothersbaugh, D. L.、Beatty, S. E.(2000)。Switching barriers and repurchase intentions in services。Journal of Retailing，76(2)，259-274。
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23.	Jones, Michael A.、Mothersbaugh, David L.、Beatty, Sharon E.(2002)。Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes。Journal of Business Research，55(6)，441-450。
24.	Dick, Alan S.、Basu, Kunal K.(1994)。Customer Loyalty: Toward an Integrated Conceptual Framework。Journal of the Academy of Marketing Science，22(2)，99-113。
25.	Katz, Michael L.、Shapiro, Carl(1985)。Network Externalities, Competition, and Compatibility。The American Economic Review，75(3)，424-440。
26.	Lee, Jonathan、Lee, Janghyuk、Feick, Lawrence(2001)。The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France。Journal of Service Marketing，15(1)，35-48。
27.	Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。
28.	Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review，73(6)，88-99。
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32.	Zauberman, G.(2003)。The intertemporal dynamics of consumer lodk-in。Journal of Consumer Research，30(3)，405-419。
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研究報告
1.	行政院硏考會(2009)。個人家戶數位落差調查報告。延伸查詢

學位論文
1.	陳君地(2004)。轉換成本、鎖住效應與伙伴關係之關聯性硏究。國立成功大學，台南市。延伸查詢

圖書
1.	Heskett, J. L.、Sasser, W. Earl Jr.、Hart, C. W. L.(1990)。Service breakthroughs: Changing the rules of the game。New York：The Free Press, A Division of Macmillan, Inc.。
2.	Jackson, Barbara B.(1985)。Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships。Lexington, MA：D. C. Heath and Company。
3.	黃芳銘(2007)。結構方程模式：理論與應用。臺北市：五南圖書出版股份有限公司。延伸查詢
4.	Porter, Michael E.(1980)。Competitive Strategy: Techniques for Analyzing Industries and Competitors。Free Press。
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6.	Guiltinan, JJP.(1989)。A classification of switching costs with implications for relationship marketing。AMA Winter Educators' Conference: Marketing Theory and Practice。Chicago, IL。
7.	Berry, W.(1995)。Conserving communitiesp。Another Turn of The Crank: Essays。Counterpoint, Washington, DC.。

其他
1.	資策會MIC(2010)。台灣線上購物市場發展現況分析。延伸查詢
2.	資策會MIC(2008)。台灣線上購物市場發展現況分析。延伸查詢

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