| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 99 === With advances in technology industry, the function of the mobile phone has been constantly innovative, progressive, and more convenient for the public life in every age. The mobile phone for the public is not just a general answer and call, but also brings a variety of mobile phone using patterns, such as emotional symbol, a part of life, and an opportunity to show themselves.The enterprises create desirous moible phones of consumers to satisfy customers and better success for companies by these mobile phnoe life styles of consumers in the life.If the companies want to seize the hearts of the people,they must understand what the consumers care about in their mind. Mobile phones have become more important and popular topic to people.Generalize dimensions of mobile phone’s specific life style and compile related items scale to confirm and examine if mobile phone life styles, switching costs and relationship quality have direct impacts among the three variables in this study.Collect 398 users of mobile phone to become objects of study in this study. Results of this study reveal that: Mobile phone life styles of Taiwan mainly include security relationship, unique style, symbols of identity, sharing of social group,and enjoyment of entertainment five dimensions, switching costs of mobile phone mainly conclude learning and adaption switching costs of mobile phone, evaluation switching costs of mobile phone, monetary and benefit switching costs of telecommunication,evaluation and setup switching costs of telecommunication,and brand relationship switching costs of telecommunication five dimensions.If learning and adaption switching costs of mobile phone, evaluation switching costs of mobile phone, monetary and benefit switching costs of telecommunication, evaluation and setup switching costs of telecommunication,and brand relationship switching costs of telecommunication are higher, the relationship quality between consumers and telecommunication services entrepreneur is also higher.The security relationship, unique style, symbols of identity, and sharing of social group of the mobile phone life styles have direct or indirect impacts on the relationship quality of telecommunication services entrepreneur. Finally, recommand some related proposal for enterprise practices.
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