ADSL用戶轉換意願之影響因素研究 A Study on the Factors That Influence ADSL Customer Brand Switching Intention
國內寬頻用戶普及率日增,市場競爭亦隨之加劇。本研究係探討產品促銷方式、品牌忠誠度,以及個人收入等三項因素,對消費者之品牌轉換意願所產生的影響。本研究採用網路問卷方式,調查國內使用ADSL用戶的品牌轉換意願。其結果發現:一、ADSL用戶在考量品牌轉換時,不論其品牌忠誠度及個人收入,價格促銷方案都會比非價格促銷有效;二、對於低品牌忠誠度與低收入的消費者而言,價格促銷及非價格促銷方案都會影響其品牌轉換意願。<br>This study is aimed at exploring the influence of product promotion, brand loyalty, and...
Main Authors: | Chia Ling Ho, Chaoyun Liang |
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Format: | Article |
Language: | English |
Published: |
Tamkang University Press
2007-03-01
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Series: | Jiàoyù zīliào yǔ túshūguǎn xué |
Subjects: | |
Online Access: | http://joemls.dils.tku.edu.tw/fulltext/44/44-3/311-326.pdf |
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