知覺價值與轉換成本對忠誠度之影響──以iPhone手機為例

The Influence of Perceived Value and Switching Cost on Customer Loyalty - Take the iPhone as an Example

本研究以iPhone手機做為研究標的，以其主要消費者，上班族及大學生，為受訪者，透過立意抽樣法進行問卷調查，以探討消費者知覺價值與轉換成本對消費者忠誠度的影響，並希望從中找出適合的行銷策略，以提升消費者對科技產品的品牌忠誠度。本研究共收回了225份有效問卷，統計分析的結果顯示，知覺價值與轉換成本對消費者忠誠度都有顯著的正面影響，其中知覺價值對消費者忠誠度又較轉換成本有更顯著的正面影響。探究其因，本研究認為主要是因為本次問卷調查的受訪者僅針對現在使用iPhone手機的消費者進行問卷調查。因現在使用iPhone手機的消費者在換機時主要的轉換成本僅為iPhone手機的機型與更換iOs的系統升級，所以轉換成本影響相較有限。因此本研究認為手機業者應對現有的客戶進行口碑行銷以及相關的行銷宣傳活動。以提高消費者對產品的知覺價值，達到長期競爭優勢。

This study is to target iPhone's main consumers| office workers and college students as respondents. A purposive sampling questionnaire survey is conducted and a regression analysis are used as main statistical analysis tool to explore the influence of perceived value and switching cost on customer loyalty. A total of 225 valid questionnaires were collected in this study. The results of statistical analysis show that perceived value and switching cost have a significant positive impact on consumer loyalty. The perceived value have the more positive impact than switching cost on customer loyalty. Based on the research result, the study believes that the main reason is the most respondents currently use iPhones. The main switching cost is only the iPhone model and the system upgrade, so the impact of switching costs is relatively limited. Therefore, this study believes that smartphone operators should conduct word-of-mouth marketing and related marketing campaigns for existing customers, in order to improve consumers' perceived value and achieve long-term competitive advantage.