The study of the relationships among switch benefit, switch cost and attitude toward switch in online stores – The costenefit perspective

• Main Authors: Yen-LiangLee, 李彥良
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/80102738953197681440

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 98 === In the studies of Technology Acceptance Model, most prior researches explore the issue from the perceived usefulness, ease of use, attitude toward use, actual use and some extended variables. These researches are helpful for understanding user’s acceptance of new technology and the factors that affect their intension. However, to a certain extent, it can not fully explain the using intension and behavior. Therefore, the primary goal of this research is to discuss the relationship between attitude toward switch and the factors effecting their switch attitude from the cost/benefit perspective. In sampling collection, the research uses the questionnaire survey. In total, 420 questionnaires were sent out and 200 effective questionnaires were returned with effective recovery rate 47.6%. Factor analysis, regression analysis and SEM are used to examine the hypotheses furthermore. The results of the research show that the factors of website have positive effect on the factors of switch benefit, and have negative effect on the factors of switch cost. In addition, the findings also indicate that the factors of switch benefit in online stores have positive effect on attitude toward switch and the factors of switch cost in online stores have a negative effect on attitude toward switch. Finally, attitude toward switch have significant influence on intension toward switch.