科技準備度與消費者轉換成本對轉換作業系統意圖關係之研究──以微軟作業系統為例

Examining the Effect of Technology Readiness and Switching Costs to Operating System Switching Intention

本研究以轉換成本類型與轉換意圖的關係為主要架構，探討哪些消費者轉換成本會影響消費者轉換作業系統的意圖，並在經由文獻探討後加入科技準備度做為干擾變數，企圖驗證隨著不同消費者科技準備度的高低，會影響不同消費者轉換成本對於轉換意圖之間的關係。本研究透過問卷發放與資料回收後，利用結構方程模式來進行確認性因素分析，檢定模式的適配度，並透過路徑分析的結果，來驗證研究假說，結果發現：（1）不同類型的轉換成本類型會顯著且負向影響消費者作業系統轉換意圖。包括：程序型轉換成本中的「經濟風險成本」、「評估成本」、「學習成本」與心理與情緒型轉換成本中的「消費者舒適」和「消費者認同」。（2）影響消費者轉換作業系統的各類型轉成本當中，「消費者舒適」最為顯著，其次為「消費者認同」。（3）科技準備度對於消費者轉換成本與轉換作業系統意圖之關係存在干擾作用。包括「經濟風險成本」、「學習成本」、「建置成本」與「消費者認同」。

This study adopted the framework from the theory of switching costs by Burnham et al. to discuss which customers’ switching costs will influence the switching intention of operating system. In this study we also verified the technology readiness plays as a moderator on the relationship between the switching costs and the switching intention of operating system. This study collected 429 samples from questionnaires, conducted confirmatory factor analysis by structural equation modeling to verify the hypothesis with path analysis result. Results of the analysis showed that various types of switching costs have significant negative influence on customers’ switching intention of operating system such as economic risk costs, evaluation costs, learning costs, customers’ comfort and customers’ identification. Finally, we also found that technology readiness would be a moderator on the relationship between the switching costs and the switching intention of operating system.