網路為人們帶來許多便利性，而電信業者也利用網路科技的特性，設立網路門市，希望能提供多元化的全方位服務管道，讓消費者在申辦業務時可以不受空間、時間的影響。在過去研究電信業消費者轉換的研究中，大多探討如何留住消費者，較少探討消費者對於實體門市及網路門市間的使用意圖。
本研究以推力-拉力-維繫力模型探討電信業消費者通路選擇的轉換意圖，找出能強化消費者移轉至網路門市的吸引力。採用線上問卷形式蒐集樣本，共回收322份有效問卷，為研究模型提供良好的信度和效度。
研究結果顯示，推力-拉力-維繫力模型能有效解釋消費者對網路門市的轉換意圖。該模型顯示，推力效果 (不便利性、服務品質不佳、服務時間長)、拉力效果 (資訊豐富度、相對優勢、智慧客服)及維繫力效果(轉換成本、習慣)，能有效解釋消費者對網路門市的轉換意圖並具有顯著影響；創新人格對維繫力效果與轉換意圖間有顯著干擾效果，但對拉力效果與轉換意圖間無顯著干擾效果。最後，本研究提出理論及實務意涵的建議，期望對未來相關研究有所助益。

The Internet has brought a lot of convenience to people, and telecommunications providers have employed the features of Internet and Web technologies to set up online stores, hoping to provide a diversified and full-service channel, so that consumers can be free from space and time when applying for services. According to the literature reviews on consumer switching intention in the telecommunications industry, most studies discussed how to retain consumers and seldom focused on consumers’ switching intention between physical stores and online stores.
The study proposes the push-pull-mooring model to investigate the consumers’ switching intention in order to reinforce the attraction of consumer' preferences on online stores. Using an online questionnaire survey, 322 online service users are involved as respondent and provide reliability and validity for the research model.
The results indicate that the push-pull-mooring model can effectively explain consumers' intention to switch from physical stores to online stores in the telecommunications industry. The model shows that push effects (inconvenience, poor service quality, long wait time for service), pull effects (information richness, relative advantage, smart customer service) and mooring effects (switching cost, habits) have significant effects on switching intention. Moreover, in this study, the influence of consumers’ innovative personality has interference effect between the interaction of mooring effects and switching intention, but has no interference effect between the interaction of pull effects and switching intention. Last, building on the theory and practical practice in this study can be a help as a future reference for more studies in the future.

論文審定書　i
摘要　ii
Abstract　iii
第一章緒論　1
第一節 研究背景　1
第二節 研究動機　2
第三節 研究問題與目的　3
第四節 研究流程　4
第二章 文獻探討　5
第一節 網路門市的發展及與實體門市的差異　5
第二節 人口遷移理論與Push-Pull-Mooring(PPM)理論模型　7
第三章 研究方法　12
第一節 研究模型　12
第二節 研究假說　12
第三節 操作型定義　17
第四節 研究設計　18
第四章 資料分析　24
第一節 資料收集　24
第二節 衡量模型　26
第三節 結構模型與假說驗證　39
第五章 結論與建議　42
第一節 研究結果　42
第二節 理論與實務意涵　43
第三節 研究限制與未來研究方向　44
參考文獻　45
附錄：本研究正式問卷　50

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