The Effects of Service Value, Switching Costs and Technology Readiness on Consumers` Purchase Intentions in Voice over IP (VoIP)

• Main Authors: Chin-Hsien Lin, 林晉賢
• Other Authors: Ying-Cheng Hung
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/90979217321668983015

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 96 === The Voice over IP (VoIP) develops rapidly in recent years. The consumption and market value increases gradually each year, and the differences of VoIP service are becoming less and less among operators. If business wants to be successful in this market, the most import thing is to emphasize customer orientation, especially in service value, that can be satisfied by customers’demand. However, consumers will be locked by the reason of switching costs and that would make some impact on their purchase intentions of VoIP. And the tendency of acceptance in new technology will also impact the customers’ purchase intentions of VoIP. The main objective of this research is to investigate the effects of service value, switching costs, technology readiness on consumers’ purchase intentions in Voice over IP. This research adopts the quantitative questionnaire with 321 valid samples collected from the people having experience in VoIP.We use factor analysis and cluster analysis, and we divide service value into two groups “High service value” and “Low service value”, divide switching costs into two groups “Confidential switching”and “Free switching”, and divide technology readiness into two groups“Fashion” and ”Conservation”. Second,MANOVA,t-test,One-way ANOVA, Scheffe method is used to perform analysis. The result of research shows as bellows: 1. Difference of service value contributes to significant influence on purchase intentions of VoIP. 2. Difference of switching costs contributes to significant influence on purchase intentions of VoIP. 3.Difference of demographics variables contributes to significant influence on service value, switching costs, technology readiness and purchase intentions of VoIP. The management implication shows as bellows: 1. The business of VoIP should provide consumers the unique service value. 2. The business of VoIP should promote the service quality of VoIP to reserve customers. 3.The government including markets and corporations should build up the mechanism to monitor the performance of Internet and the service quality of VoIP.