A Causal Model Analysis of Consumer Commitment on Switching Intention: A Case Study of Cellular Phone

• Main Authors: Chia Wei Hu, 胡家瑋
• Other Authors: Hsiang Te Liu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/24476792684474089822

碩士 === 玄奘大學 === 國際企業學系碩士班 === 96 === The cellular phone telecommunications market is getting more competitive since the communication industry deregulation at 1997 in Taiwan. It is important for both researchers and practioners to understand what factors influence consumer’s switching intention. This study proposes an integrated framework and use Lisrel to test research hypotheses. Data is collected from white-collar workers and students who had ever used or switched cellular phone in the past. The research results specify seperately form a white-collar workers sample and an entire sample. The results from an entire sample indicate that (1) three types of commitment all negatively influence consumers’ switching intention; (2) subjective norms has a strongly positive effect on normative commitment; (3) product involvement has a positive effect on affective commitment; (4) switching costs and alternative attractiveness negatively influence consumers’ continuance commitment. Results from a white-collar workers sample indicate that (1) three types of commitment all negatively influence consumers’ switching intention; (2) subjective norms has a strongly positive effect on normative commitment; (3) consumer trust has a positive effect on affective commitment; (4) switching costs positive influence consumers’ continuance commitment and consumer inconvenience has a negatively effect on continuance commitment.