| Summary: | 碩士 === 國立屏東大學 === 資訊管理學系碩士班 === 104 === Because attracting new customers is an important way for long-term sustainability, increasing new customers’ switching intention is a crucial issue for smartphone companies. From the interface design perspective, this study explores how customers’ perceived interface quality of a new smartphone affects their switching intention. This study suggests that convenience is a crucial factor determining customers’ intention of switching to another smartphone. Furthermore, this study proposes simplicity, interactivity, and switching cost that customers perceive as the key determinants of smartphone switching intention. To evaluate the proposed research model, a survey research methodology was used. A survey was distributed to smartphone users in Taiwan. A total of 307 valid questionnaires were returned. Partial least squares structural equation modeling (PLS-SEM) was used to test hypotheses. Results show that users’ perceived convenience of using a new smartphone has significant positive influence on the users’ switching intention to the new smartphone.Moreover, the findings of the study also confirm that customers’ perceived simplicity and interactivity are two significant determinants of customers’ perceived convenience and that perceived simplicity is a crucial precondition for perceived interactivity. However, the impact of customers’ perceived switching cost is not on the perceived convenience. From a managerial perspective, this study suggests that practitioner should not only keep improving smartphone performance, but also provide switching convenience to ensure new customers satisfaction.
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