以心理與情緒轉換成本探究再購意願－以游泳用具消費者為例

Investigation of Repurchase Intention through Psychological and Emotional Switching Cost in the Swimming Appliance of Consumers

10.6547/tassm.2010.0006

廖雅函(Ya-Han Liao)；鄭溫暖(Wen-Nuan Cheng)

心理與情緒轉換成本 ； 再購意願 ； 交易互動 ； 使用經驗 ； psychological and emotional switching cost ； repurchase intention ； interactive transactions ； using experience

臺灣體育運動管理學報

10卷2期（2010 / 06 / 01）

23 - 45

繁體中文

寡占市場競爭激烈，譬如游泳用具產業，與對手常周旋於價格戰間，因此，提高顧客在購買行為上的轉換成本便成了提升顧客再購率的一種策略。理論及實證研究中皆指出，轉換成本在維護廠商現有的顧客基礎及取得競爭優勢中，皆扮演著重要的角色。本研究以轉換成本中的心理與情緒轉換成本，探究游泳用具消費者的再購意願，同時探討4個外在因素，即交易互動、名人代言、重要他人、使用經驗，與心理與情緒轉換成本之相關。本研究共有4項目的：（一）分析游泳用具消費者的心理與情緒轉換成本與再購意願之相關性。（二）分析交易互動、重要他人、名人代言、使用經驗，與游泳用具消費者的心理與情緒轉換成本之相關性。（三）分析交易互動、重要他人、名人代言、使用經驗，對游泳用具消費者的心理與情緒轉換成本上之預測力。（四）分析游泳用具消費者的心理與情緒轉換成本是否為交易互動、重要他人、名人代言、使用經驗與再購意願間之中介變數。結果顯示游泳用具消費者之心理與情緒轉換成本與再購意願呈顯著正相關；交易互動、重要他人、名人代言及使用經驗與心理與情緒轉換成本皆呈現顯著正相關。對心理與情緒轉換成本之預測力依序為使用經驗、交易互動、及重要他人，名人代言則不具顯著預測力；心理與情緒轉換成本為交易互動、重要他人與使用經驗3個因素影響再購意願時的中介變數。

The competition of oligopoly market, such as in the swimming appliances industry, is fierce. Increasing switching cost has been adopted by swimming appliances companies as an important strategy to enhance consumer's repurchase. Theories and empirical research indicated that switching cost plays an important role and contributes to the competition strength for maintaining the relationship between companies and consumers. This study investigated consumers' repurchase intension of swimming appliances through the psychological and emotional switching cost. Four factors, interactive transactions, celebrity endorsement, significant others, and using experiences were studied to understand how they relate to the psychological and emotional switching cost, and the repurchase intention. Four objectives were proposed in the research: (1) to analyze the correlation between consumer's psychological and emotional switching cost and their repurchase intention; (2) to examine the correlation between the four factors, interactive transactions, celebrity endorsement, significant others, and using experiences, and the psychological and emotional switching cost; (3) to study the predictive power of interactive transactions, celebrity endorsement, significant others, and using experiences on the psychological and emotional switching cost; (4) to explore the psychological and emotional switching cost as an intervening variable between interactive transactions, celebrity endorsement, significant others, and using experiences, and the repurchase intention. Results showed that the psychological and emotional switching cost was positively correlated with the repurchase intension. Moreover, four factors were positively correlated with the psychological and emotional switching cost. Additionally, using experiences is the factor with strongest predictive power of the psychological and emotional switching cost; then, followed by interactive transactions and significant others. However, celebrity endorsement showed insignificant prediction. Finally, the psychological and emotional switching cost was verified to be the intervening variable between four factors and the repurchase intention.