品牌資產、消費者轉換障礙及其轉換行為關聯性之研究─以台灣ADSL使用者為例

Abstract

This research mainly discusses consumers’ switching behavior. Besides brand equity, the study also employs relative switching barrier theory, and target on domestic ADSL industries. This study aims at understanding relative factors which influence switching behavior through the discussion of switching barrier and brand equity. The research conducts content analysis in qualitive research, and get respondents’ interpretations about the experiences of switching ADSL brand through in-depth interviews. Twenty-four interviews are made, each interview is recorded and minuted under the respondent’s agreement. After collect the experiences of switching decision process and description towards brand equity of ADSL vendors from twenty-four respondents, this study develop the ADSL consumer’ s switching behavior model based on Keaveney’s (1995) service switching behavior; Aaker (1991) and Keller’s (1993) constructs of brand equity; Berry’s (2000) constructs of service brand equity; and Colgate & Lang (2001), Jones, Mothersbaugh & Beatty’s (2000) switching barrier researches. The results of this study show that consumers’ personnal characteristics affect their switching behavior, such as gender, age, occupation, etc. The factors of ADSL consumers’ switching intention are only price, core service failures, employee responses to service failures, and attraction by competitors according to Keaveney’s (1995) service switching behavior. The result also shows that consumers’ motivation to try something new affect their switching intention. The primarily information channel for ADSL consumers searching for ADSL vendors is Internet, which influence the congnition of ADSL venders’ brand equity very much by the power of Word of Mouth. In the decision stage, consumers switching barriers are: attractiveness of alternatives, switching costs, relational investments, service recovery, and service continuation. Among the above factors, service continuation are the unique finding of the research, which implies when consumers switch from the original to the new brand, they realise that the service continuation can cause the essential or non-essential loss.