The Investigation on Effects of FTTH Service User’s Post-purchase Behavioral Intention

• Main Authors: Chien-Fa Liao, 廖建發
• Other Authors: Ting-Yuan Chang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/19608406927427248016

碩士 === 國立勤益科技大學 === 研發科技與資訊管理研究所 === 101 === According to “Research on Broadband Internet Usage in Taiwan” reported by Institute for Information Industry website, the consumers have very high intention to install and continue to use FTTH service. However, the coverage of FTTH service doesn’t show the same trend on real market. Therefore, this study, which focused on current FTTH customers' understanding and FTTH's advantages and disadvantages, could give objective suggestions to internet service providers. Based on Information Systems Success Model by DeLone and McLean and Assessing E-commerce Systems Success: A Respecification and Validation of the DeLone and McLean Model of IS Success by Wang in 2008, this study is structured with perceived value and post-purchase behavioral intention due to above background and motivation. After connecting scientific approaches to information quality, system quality, service quality, customer satisfaction, perceived value, and post-purchase behavioral intention; the results should be able to provide objective suggestions to internet service providers. According to experiment results, each side of the structure matches Wang’s research on 2008, Assessing E-commerce Systems Success: A Respecification and Validation of the DeLone and McLean Model of IS Success, except for the information quality, which shows low connections to customer satisfaction and perceived value. The conclusion suggests that the internet service providers should increase media exposure and educational advertisements, and highlight the usages and values of FTTH service. Plus, the internet services providers could use multiple price strategies to increase customers’ intention to apply for the service, and also make the customers familiar with the price range of the FTTH service. On the other hand, the internet service providers could cooperate with system providers to add applications and cloud services for broadband internet users, and attract customers to use FTTH service.