ADSL用戶轉換意願之影響因素研究 A Study on the Factors That Influence ADSL Customer Brand Switching Intention

Abstract

國內寬頻用戶普及率日增，市場競爭亦隨之加劇。本研究係探討產品促銷方式、品牌忠誠度，以及個人收入等三項因素，對消費者之品牌轉換意願所產生的影響。本研究採用網路問卷方式，調查國內使用ADSL用戶的品牌轉換意願。其結果發現：一、ADSL用戶在考量品牌轉換時，不論其品牌忠誠度及個人收入，價格促銷方案都會比非價格促銷有效；二、對於低品牌忠誠度與低收入的消費者而言，價格促銷及非價格促銷方案都會影響其品牌轉換意願。This study is aimed at exploring the influence of product promotion, brand loyalty, and personal income on the brand switch intention. The method used in this study is a two-version questionnaire distributed to the ADSL users in Taiwan through Intrnet. The research findings are as follows: 1. No matter how high their brand loyalty and personal incomeare, the ADSL customers will pay more attention on the price promotion; 2. To the ADSL customers whose brand loyalty and personal incomeare are low, both price promotion and non-price promotion are effective to their brand swithing intention.

Keywords

• Brand switch
• Brand loyalty
• Promotion
• ADSL