Title page for etd-0507117-200106


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URN etd-0507117-200106
Author Hung-Chun Lin
Author's Email Address No Public.
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Department Information Management
Year 2016
Semester 2
Degree Master
Type of Document
Language English
Title Exploring the Impact of Switching Motivation and Switching Cost on Regret and Following Consequences
Date of Defense 2017-07-12
Page Count 76
Keyword
  • Push-pull-mooring model
  • Post-switching behavior
  • Internet service provider
  • Switching cost
  • Regret
  • Abstract With the popularity of the Internet, the number of Internet users has grown rapidly. To satisfy the demand of the users, the number of Internet Service Providers has increased. Increasingly, strategies have been developed to attract and keep customers. Therefore, this thesis will investigate the associations of (1) different driving forces and regret, (2) the interactions of driving forces and switching costs and the difference between the push and pull groups, and (3) the following behaviors after regret. This research uses the push and pull effect of the push-pull-mooring model to distinguish the switch intention of the customer. Additionally, it applies both monetary loss cost and economic risk cost as mooring factors in the switching process. Combining these two constructs to observe the level of regret while in different circumstances. Furthermore, there the following three behaviors are used in this study: continuance intention, switch back intention, and negative word of mouth. The results of this research are: (1) Customers driven by the pull effect will feel more regret than customers driven by the push effect. (2) The interaction of driven forces and monetary loss cost will reduce the difference of regret between the push and pull group while monetary loss cost is higher. (3) Regret will bring customer negative behaviors to an Internet Service Provider.
    Advisory Committee
  • Tsai-Hsin Chu - chair
  • Yi-Cheng Ku - co-chair
  • Shiu-li Huang - co-chair
  • Shih-Chieh Hsu - advisor
  • Tung-Ching Lin - advisor
  • Files
  • etd-0507117-200106.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2017-09-12

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