基於轉換成本觀點探討部落格平臺之顧客保留影響因素

The Factors Influencing Customer Retention of Blog: A Perspective of Switching Cost

部落格在近兩三年迅速普及、快速發展，部落格平台越來越多，彼此的競爭也越來越激烈。由於網際網路的便利性，使得使用者可以在網路上輕易搜尋資訊，如果部落格平台經營者沒有任何鎖住部落格使用者的策略，部落格使用者就容易流失。本研究以轉換成本觀點採討部落格平台的顧客保留因素，以風險成本、資訊搜尋成本、學習成本、建置成本、關係成本來衡量部落格使用者的轉換成本。此外，本研究將影響部落格轉換成本與顧客保留的因素歸納成「使用者特性」與「網站特性」兩大類，其中，使用者特性變數包括互動頻率、現實人際影響、虛擬人際影響，網站特性變數包括易於使用、反應性、網站形象、服務廣度、異質性。本研究主要目的在探討部落格平台之使用者特性、網站特性、轉換成本、顧客保留之間的因果關係，研究對象是部落格使用者，以網路問卷回收625份有效問卷。本研究以結構方程模式(SEM)作為分析方法，檢定各變數間的路徑關係、估計衡量參數、整體模式的契合度。所使用的統計軟體為EQS 6.1 for Windows與SPSS 10。本研究之研究結果發現：(1)轉換成本，會正向影響部落格使用者之顧客保留意圖;(2)部落格使用者的轉換成本可以風險成本、資訊搜尋成本、學習成本、建置成本、關係成本來衡量；(3)使用者特性之互動頻率、網站特性之易於使用、反應性、網站形象、異質性，會正向影響顧客保留意圖；(4)使用者特性中的互動頻率、虛擬人際影響，與網站特性中的網站形象會正向影響轉換成本(5)多平台使用經驗對於顧客保留模型有調節作用。

Due to the raise and develop of blog, many service providers come into existence. It enable these enterprises try to think about how to lock in their customer by enhancing their content of blog, and think about how to strengthen their advantage. In this study, we try to find out the factors influencing customer retention of blog, especially based on the perspective of switching cost. According to past studies, many researchers indicated that switching cost is suitable to explain the behavior of customer retention. If these managers of blog have no strategy about locking in users, they will face the crisis of losing these customers. The study attempt to adopt the framework from Chen and Hitt (2003), and try to revise the research model. In this study, we use three kinds of factors (switching costs, user characteristics and website characteristics) to construct a revised model about customer retention of blog. In this study, switching costs of blogger are measured by risk costs, information search costs, learning costs, set-up costs, and relationship costs. The variables of user characteristic include interaction frequency, real relationship influence, and virtual relationship influence. The variables of website characteristic include easy of use, responsiveness, website image, service breadth, and heterogeneity. This research adopt Structural equation modeling(SEM) to probe the correlation among user characteristics, website characteristics, switching cost, and customer retention on blog. The statistic software is EQS 6.1 for Windows and SPSS 10. The results are: (1) switching cost positively influences customer retention; (2) switching cost of blogger are measured by risk cost, information search cost, learning cost, set-up cost, and relationship cost; (3) interaction frequency, easy of use, responsiveness, website image, and heterology positively influence customer retention;(4) interaction frequency, virtual relationship influence, and website image positively influence switching cost; (5)use experience of multiple blog platform have adjustment function to the customer retention model.