The research of Customer Behavior Intention-A Study in IT service industry

• Main Authors: Tung-Li Lee, 李冬麗
• Other Authors: 邱垂昱
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/n3kxqf

碩士 === 國立臺北科技大學 === 管理學院工業工程與管理EMBA專班 === 102 === The development of information service industry has great effect on “informatization” which is one of the driving forces for any society or enterprise to grow. In order to provide accurate information service to clients the research aims to explore the behavior intention of customers toward the IT service companies and find out their demand and attitude. The research investigated the employees and individuals who have demands on using information service and applied structural equation model (SEM) to test the effect of three variables “Attitude” “Subjective norm” and “Perceived behavioral control” on “Behavior intention.” According to the results, both “attitude” and “perceived behavioral control” have positive effect on behavior intention of the customers, however “subjective norm” has no significant effect. The research also concludes suggestions for IT service industry as reference, for example improving the communication skill and identity of the first line staffs, find niche market for information service, also government could assist companies to build up their competitiveness and running their own brands for a long term development in the global market.