移动通讯服务使用者转换倾向研究: 聚焦基于创新的群组差异

This research aims to improve the quality of communications in the supply-side decision-making in the rapidly changing environment.

Abstract

摘要 近期，用计划行为理论解释转换倾向的研究被发现 o 很多 研究认为移动通讯服务的系統因素与转换倾向有关。但是，由 于IT技术的发展，在移动通讯服务中没有系统方面的差류0 本 研究通过采用计划行为理论作为潜在的理论前提来调查转换成 本和替代吸引 是否影响转换倾向O 将确定个ᄉ的创新倾 向是否 对转换意向有谓节作用0 为此，作者设计了下列的假说: H-1. 不同的移动通상^艮务的转换费用和正在使用的移动通讯 服务的态度有关； H-2. 不同的移动通 tX뾰务的转换费用和正在使用的移动通讯 服务的主观的规范有关； H-3. 不同的移动通함UI1 务的转换费用和 호使用的移动通讯 服务的认知行为控制有关 ； H-4. 不 同 的移动通^R 务的替换吸弓] 和正在使用 的移动通讯 服务的态度有关； H-5. 不 同 的移动通务的替换吸 3] 和正在使用 的移动通讯 服务的主观的规范有关 ； H-6. 不 同 的移动通향Wt 务的替换吸引 和正在使用 的移动通讯 服务的认知行为控制有关 ； H-7. 不 同的移动通상务的转换费用和转换倾向有失 ； H-8. 不 同 的移动通^뾰务的 替换吸51 和转换倾 向有 关 ； H-9. 不同嘛播掩及引하^服务하态度有关 ； H-10. 不同的移动通侧艮务的替换吸引和移动通^뾰务的主观的 规范有关 ； H-11. 不同的移动通讯服务的替换吸引和移动通讯服务的认 知行为控制有关； H-12. 个人创新对转换倾向有谓节作用0 用问卷搜集了403个反馈者的数据0 在韩国的中学生和大学 生以及工人中选择了正在使用移动通讯服务的客户， 这些客户 来自于生活在首尔地区的勒中生和高中生 ； 生活在首尔，京幾 道和忠清道的大学生； 工作在首尔和京幾道的普通工人0 调查 于2008年3 月 28 日 至2008年4月 12 日 进行0 用 SPSS12.0来进行实 任分析。用使用分析技术的 visual PLS program进行频度分 析，信赖度分析，相关性分析和因素分析0 并브用 AMOS 5.0 来运用结构方程模型。 通过 SPSS 12.0的频度分析和 AMOS 5.0的结构方程模型 来分才樣据。结果如下所示 ： Chi-Squar^378.306, d.f-107, p-value=0.05 GFI=904，AGFI= 0.863，IFI= 0.939，NFI= 0.917, RMSEA= 0.079, TLI= 0.922。 研究结果호示 ： 首先，转换倾向理论的三个因素，转换成 本与态度, 行为控制有积极关系。第二，替代吸引对主观的规 范有消极影响但对认知行为控制有叙极影响 0 第드，转换成本 与态度对转换意向有消极影响， 同时认知行为控制对转换倾向 有积极影响0 最后，创新倾向对转换意向有词节作用。根据结 果我们对移动通讯行业的市场营销策하ft出 了建议。 Abstract Recent1y, the researches to explain Switching Behavior through theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. This, this study investigated whether switching cost and alternative's attractiveness inf1uence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-l. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI=0.863, IFI=0.939, NFI=0.917, RMSEA=0.079, TLI=0.922. Thee results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry. 关健词: ： 移动通讯服务转换计划行为理论转换意向I. 서 론Keywords: Mobile telecommunication serviceSwitching barrierTheory of planned behavior (TPB)Switching intention