이동통신 서비스 이용자의 전환의도에 관한 연구

오종철(Jongchul Oh),윤성준(Sungjoon Yoon) 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.1

Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

고객의 전환장벽이 전환의도와 재방문의사에 미치는 영향 -여행사,항공사간 비교분석을 중심으로-

엄란숙 ( Lan Suk Um ),정웅용 ( Ung Young Chung ),김홍범 ( Hong Bumm Kim ) 한국호텔리조트학회 2011 호텔리조트연구 Vol.10 No.2

In this study, I examine the situation in consideration of switching barrier, switching intention, revisit mind. The statistical techniques used for this empirical analysis are frequency analysis, technology analysis, reliability analysis, factor analysis, confirmatory factor analysis along with path analysis, The results of path analysis of the effect that the switching barrier of travel agencies and airlines have on switching intention show that ``procedural switching costs`` and ``financial switching costs`` have a meaningful effect on switching intention in travel agencies, while airlines showing that ``procedural switching costs`` and ``attractiveness of alternatives`` get a meaningful effect on switching intention. In the analysis results of the effect on revisit intention by switching barrier, travel agencies show that ``procedural switching costs``, ``financial switching costs`` and ``attractiveness of alternatives`` have a meaningful effect, while airlines shows that switching barrier has no effect on revisit intention. And the result of the effect switching intention has on revisit intention indicates negative(-) effect on both travel agencies and airlines.

Chinese Consumers’ Switching and Purchase Intentions to Electric Vehicle : A PLS-SEM Analysis

Luo, Lu,Peng, Yibo,Cho, Hyunjin 원광대학교 한중관계연구원 2025 한중관계연구 Vol.11 No.1

본 연구는 전 세계적으로 심각해지는 환경오염과 에너지 부족 문제를 해결하기 위한 지속 가능한 대안으로 등장한 전기자동차의 전환과 구매 의도에 대한 실증 연구이다. 현재 전기자동차 시장은 정부의 정책적 지원에 크게 영향을 받고 있는 것은 사실이다. 한편, 전기자동차 제조업체는 단순히 정부 정책의 방향을 주시할 필요성은 존재함에도 불구하고, 다수의 연구들은 고객의 구매 행동에 영향을 미치는 다른 요인들도 고려해 야 한다는 점을 시사하고 있다. 이에 본 연구는 전기자동차의 특성과 정책적 요인을 기반으로 한 가치 기반 수용 모델을 적용하여, 소비자들이 전기자동차로의 전환의도와 구매 의도에 영향을 미치는 인식된 혜택(Perceived Benefit)과 인식된 희생(Perceived Sacrifice)의 효과를 실증적으로 분석하였다. 인식된 혜택은 전환 의도와 구매 의도에 긍정적인 영향을 끼치고 있는 반면, 인식된 희생은 전환 의도에 부정적인 영향을 미치고 있을지라도 구매 의도에는 직접적인 영향 을 미치지 않는 것으로 밝혀졌다. 또한, 전환 의도는 인식된 혜택과 인식된 희생이 구매 의도에 미치는 영향을 매개하는 역할을 수행했다. 더 나아가 본 연구는 소비자 관성의 조절 효과를 살펴보았으며, 그 결과 관성은 인식 된 희생과 전환 의도 간의 관계에서 부정적인 조절 효과를 나타냈지만, 인식된 혜택과 구매 의도 간의 관계에서는 유의미한 영향을 미치지 않았다. 본 연구는 전환 의도의 중요성을 강조하며, 전기자동차 구매 의도에 영향을 미치는 다양한 요인들을 심층적으 로 분석함으로써 기존 연구의 한계를 보완하고, 전기자동차 시장의 성공적인 확장을 위한 이론적 기반을 제공하고 있다. With the rapid growth of the automobile industry, automobiles have become a major contributor to global warming and urban pollution. As a sustainable solution to these environmental challenges, electric vehicles (EVs) have emerged as a promising alternative to address global energy shortages and environmental degradation. While government policies play a significant role in driving the development of EVs, it is crucial for automobile manufacturers to recognize that relying solely on policy support is insufficient. Understanding the factors that influence consumer behavior, especially regarding EV adoption, is equally important. Key issues include identifying the factors that motivate consumers to purchase EVs, assessing the significance of these factors, and exploring how to facilitate the transition from traditional fuel vehicles to EVs. This study applies the value-based adoption model, focusing on the characteristics of EVs and policy factors. It abstracts these into a three-dimensional factor model, establishing a structural equation model and hypotheses to explore the effects of perceived benefits and perceived sacrifices on switching intention and purchase intention. The empirical findings reveal that perceived benefits positively influence both switching and purchase intentions. Conversely, perceived sacrifices negatively impact switching intention but do not directly affect purchase intention. Additionally, switching intention mediates the relationship between perceived benefits, perceived sacrifices, and purchase intention, further affecting the likelihood of consumers purchasing EVs. Moreover, this study investigates the moderating role of consumer inertia in the relationships among perceived benefits, perceived sacrifices, switching intention, and purchase intention. The results indicate that inertia negatively moderates the relationship between perceived sacrifice and switching intention, but it does not have a moderating effect on the relationship between perceived benefits and switching intention or purchase intention. Similarly, inertia does not moderate the link between perceived sacrifices and purchase intention. This research fills a gap in the existing literature by focusing on the relatively understudied area of switching intention, thereby expanding the research landscape on EV adoption.

대만의 國語와 閩南語 코드전환 의도 연구 ―대만 시사토론 프로그램 중 코드전환 사례를 위주로

염재웅 한국중국문화학회 2023 中國學論叢 Vol.- No.77

In this study, through the data of code-switching between Mandarin and South Min diarect in a current affairs discussion program in Taiwan, we examined what intention the speaker uses code-switching in a situation where political positions are sharply divided. Among the 127 code-switching examples, excluding 7 cases with no particular code-switching intention, Therer are 120 code-switching examples that are divided three type, the first type is “speaker’s intention-centered code-switching” which the speaker tries to reinforce and persuade his argument, the second type is “listener’s intention-centered code- switching” which is carried out by the speaker for the purpose of stimulating or placating the listener, and the third type is the combined type of “speaker’s intention-centered code-switching” and “listener’s intention-centered code- switching”. “listener’s intention-centered code- switching” is used 86 times (72%), “speaker’s intention-centered code-switching” is used 28 times (23%), and “speaker’s intention-centered code-switching” and “listener intention-centered code-switching” type were used 6 times (5%). 본 연구에서는 대만의 시사토론 프로그램에서 발생되는 국어와 민남어의 코드전환 자료 통해 정치적 입장이 첨예하게 갈리는 상황에서 화자는 어떤 의도를 가지고 코드전환을 사용하는지 고찰해보았다. 127개의 코드전환 용례 가운데 특별한 코드전환의 의도가 없는 7개의 용례를 제외한 120개의 코드전환 용례를 화자가 자신의 주장을 강화하고 설득하려는 “화자의 의도가 중심이 되는 코드전환(화자 중심 의도)”과 화자가 청자를 자극하거나 회유할 목적으로 진행되는 “청자의 의도가 중심이 되는 코드전환(청자 중심 의도)”으로 분류하였는데, 상황에 따라서 “화자 중심 의도”와 “청자 중심 의도”가 결합된 용례도 발견할 수 있었다. 코드전환의 전체적인 사용 비율로 보면 “청자 중심 의도”는 86회(72%)로 가장 많이 사용되었고, “화자 중심 의도”는 28회(23%) 사용되었으며, “화자 중심 의도”와 “청자 중심 의도”이 복합적으로 사용된 경우는 6회(5%)로 가장 비중이 낮았다. 일반적으로 토론 형식의 발화라면 자신의 주장을 강조하는 것을 우선으로 삼을 것으로 예측할 것이다. 그러나 본고의 연구 대상은 친국민당 성향의 시사토론 프로그램에서의 발화 내용이다. 따라서 국어 코드를 주로 사용하는 친국민당 성향의 화자들의 숫자가 더 많은 이 프로그램에서 친민진당 성향의 청자를 자극하고 회유할 생각으로 상대방의 코드인 민남어 코드의 사용하는 경우가 많았고, 이와 같은 이유로 “화자 중심 코드전환”보다 “청자 중심 코드전환”의 빈도가 3배 이상 높은 결과가 나온 것으로 유추해볼 수 있을 것이다.

알뜰폰으로의 전환 의도에 관한 연구: PPM모형을 중심으로

김설인 ( Kim Seolihn ),김인혁 ( Kim In-hyeok ),구혜경 ( Koo Hye-gyoung ) 한국소비자학회 2024 소비자학연구 Vol.35 No.3

The Korean government introduced MVNO (Mobile Virtual Network Operator) to prevent oligopoly and reduce consumer communication costs by promoting competition in the mobile communication market. Recently, a new consumption pattern has emerged, combining MVNO plans with unlocked mobile phones, primarily among the MZ generation. However, studies on MVNOs are relatively sparse compared to their impact on the mobile communication market and consumer behavior. This study aims to confirm the switching intent to MVNOs based on the PPM model, surveying for 1500 consumers using MNOs for smartphone use. The main results of this study are as follows: First, the study confirmed the overall perception of intention to switch and Pull-Push-Mooring (PPM) factors among consumers. “economic feasibility of MVNO(Pull factor)” was perceived as the highest, followed by “Similar quality compared to MNO(Pull factor)”, “social influence(Mooring factor)”, “perception of low benefits”, ‘switching costs(Mooring factor)’, “Switching Intention”, and “Dissatisfaction with MNO(Push factor)”. Furthermore, differences in perception of intention to switch and PPM factors were found based on demographic and usage characteristics. Based on the PPM model, a comprehensive analysis of intention to switch and influencing factors among consumers of all age groups yielded the following results; First, ‘Dissatisfaction with MNO(Push factor)’and ‘social influence (Mooring factor)’ significantly affected the switching intention of MNO users to MVNO across all consumer groups. Second, ‘low benefits of MVNO(Mooring factor)’ did not significantly affect switching intention in any consumer group. Third, ‘economic feasibility of MVNO(Pull factor)’ had a significant impact on the entire consumer group as well as those in their 40s and over 60s. ‘Similar quality compared to MNO(Pull factor)’ significantly influenced switching intention in all age groups except those over 60. Fourth, ‘switching costs(Mooring factor)’ did not significantly affect switching intention in any group except those in their 20s. Based on these findings, we suggests that the MVNO industry needs to develop consumer marketing strategies that consider the characteristics and influence factors of each age group. Furthermore, it proposes that government intervention and mediation efforts are necessary to ensure that the ongoing and proposed regulatory changes regarding MVNOs protect consumer choice and welfare in the future. This study serves the purpose of identifying factors influencing the intention to switch from MNOs to MVNOs and provides insights into the MVNO market from a consumer perspective. Based on the results of this study, it is hoped that various follow-up studies targeting MVNO users will be conducted in the future.

공급사슬만족과 전환비용이 전환의도에 미치는 영향:

서창적(Chang-Juck Suh),김종훈(Jong-Hoon Kim) 한국생산관리학회 2016 한국생산관리학회지 Vol.27 No.4

본 연구는 제조업 공급사슬관계에서 공급사슬만족과 전환비용이 전환의도에 미치는 영향에 있어 현상유지편향의 매개역할 에 초점을 두고 있다. 본 연구의 세부목적은 다음과 같다. 첫째, 공급자와의 거래에 대한 만족이 전환의도에 미치는 영향 을 실증적으로 규명한다. 둘째, 구매자가 기존 공급자의 거래 물량 일부를 다른 공급자에게 더 할당하여 부분 전환하는 과정에서 발생하는 지각된 전환비용이 전환의도에 미치는 영향을 실증적으로 규명한다. 셋째, 구매자가 현재의 상태 즉, 공급사슬관계를 유지하려는 현상유지편향이 전환의도에 직접적으로 미치는 영향을 실증적으로 규명한다. 마지막으로 공급 사슬만족, 전환비용과 전환의도 간의 관계에서 현상유지편향의 매개역할을 실증적으로 규명한다. 이를 위해 완제품업체, 1차 협력사 및 2차 협력사를 대상으로 161개 자료를 수집하였으며, 탐색적․확인적 요인분석, 신뢰성 분석 및 구조방정 식 모델링을 수행하였다. 분석 결과는 다음과 같다. 첫째, 공급사슬만족은 향후 전환의도에 부(-)의 영향을 미쳤으며, 현 재의 상태를 유지하고자 하는 현상유지편향에 정(+)의 영향을 미쳤다. 둘째, 지각한 금전적 전환비용은 미래의 전환의도 에 직접적으로 유의한 영향을 미치지 못 하였지만, 현상유지편향에 정(+)의 영향을 미쳤다. 마지막으로 현상유지편향은 기존 공급자의 전환의도에 유의한 부(-)의 영향을 미쳤다. 본 연구결과는 공급사슬관계에 대한 학문적·실무적 이해를 높 이고, 구매자의 재계약 의사결정 매커니즘을 실증적으로 규명하였다는 점에서 가치가 있다. This research addresses the mediation role of status quo bias in a supply chain relationship. The purpose of this study is to investigate the impact of buyer satisfaction on status quo bias and switching intention. This study also examines the effects of perceived switching costs on status quo bias and switching intention. This research proposes that status quo bias plays a mediating role in the relationship among satisfaction, perceived switching costs, and switching intention. We collected data from 161 manufacturing companies in Korea, which was used to test the hypotheses by conducting an exploratory factor analysis, confirmatory factor analysis, reliability test, and structure equation modeling. The findings are as follows. First, we found that buyer satisfaction has a positive impact on status quo bias while having a negative impact on switching intention. Second, while perceived monetary switching costs has a positive effect on the status quo bias, it has no direct influence on switching intention. Third, status quo bias has a negative effect on switching intention. Finally, this study confirms that the relationship among satisfaction, switching costs, and switching intention is mediated via status quo bias. The findings in this paper will help improve the academic understanding of supply chain relationships and describe the role of status quo bias on a buyer’s repurchase decision making process.

Effects of the Customer Response Attitude, Customer Satisfaction and the Change Seeking Tendency of Customers on the Switching Intentions of Customers at Optical Shops

Se-Jin Kim,Hyojin Kim 대한시과학회 2020 대한시과학회지 Vol.22 No.4

목적 : 안경원 고객을 대상으로 안경원 이용 시 안경원의 고객응대 태도, 고객만족도, 변화추구성향, 전환의도 를 조사하여 안경원 고객의 전환의도에 영향을 미치는 원인을 파악하고자 하였다. 방법 : 2019년 9월부터 11월까지 온라인 설문조사에 응답한 209명을 대상으로 하였다. 안경원의 고객응대 태 도, 고객만족도, 소비자의 변화추구성향, 전환의도가 포함된 총 20개의 문항으로 설문을 구성하였다. 결과 : 안경원의 고객응대 태도는 평균 3.76점, 고객만족도는 3.18점, 소비자의 변화추구성향은 2.95점, 전환 의도는 2.63점으로 나타났다. 안경원의 고객응대 태도가 좋을수록 고객만족도는 증가하였고, 전환의도는 감소하 였다. 안경원 고객 전환의도는 소비자의 변화추구성향이 높을수록 증가하였고, 고객만족도가 높을수록 감소하였 다. 안경원의 고객응대 태도와 소비자의 변화추구성향, 고객만족도는 전환의도에 영향을 미치는 것을 확인하였다. 결론 : 안경원의 고객응대 태도는 좋았으며, 고객만족도가 높아 안경원 고객의 전환의도가 낮음을 확인하였다. 본 연구의 결과를 통해 안경원 고객의 전환의도를 줄일 수 있는 방안을 연구하는 기초자료로 사용되리라 생각한다. Purpose : The purpose of this study was to investigate the customer response attitude, customer satisfaction, change seeking tendencies and switching intentions that customers experienced optical shops to understand the cause that influences the switching intentions of customers. Methods : The online survey was conducted from September to November 2019, and 209 participants who answered the questions were involved in this study. The survey was constructed with 20 questions including the customer response attitude, customer satisfaction, the change seeking tendencies of customers and the switching intentions. Results : The customer response attitude was an average of 3.76 while the customer satisfaction was 3.18, change seeking tendencies of customers was 2.95 and the switching intentions were 2.63. When the optical shop’s customer response attitude improved, the customer satisfaction increased and the switching intentions of customers decreased. When the change of seeking tendencies were high, the switching intentions of customers increased and when the customer satisfaction was high, the switching intentions of customers lowered. It was confirmed that the customer response attitude, change of seeking tendencies of customers and customer satisfaction influenced the switching intentions. Conclusion : The customer response attitude was good with high levels of customer satisfaction, which confirmed that switching intentions of customers was low. The results of this study could be applied as the baseline data in research to reduce the switching intentions of optical shop customers.

酒店转换障碍和关系承诺对转换意图和顾客忠诚度的影响研究

鱼文英,娄迪,이주형 관광경영학회 2017 관광경영연구 Vol.76 No.-

With the intense competition and the increased cost of attracting new customers, companies are more focusing their efforts on customer satisfaction and switching barriers. Switching barrier can be defined as any factor which makes it difficult or costly for consumers to change providers. Using data of customers of China hotels, we examine the structural relationships switching barriers, relationship commitment, switching intention and customer loyalty. The results indicate that alternative attractiveness, switching cost and interpersonal relationship consist of switching barriers. Alternative attractiveness and switching cost have negatively impact on switching intention, but switching cost has no significant impact on switching intention. We also find switching barriers have positively impact on relationship commitment. Our results also show alternative attractiveness and interpersonal relationships are positively relation to customer loyalty, but switching cost is not significantly relation to customer loyalty. In addition, we find relationship commitment negatively impact on switching intention and positively impact on customer loyalty. More results and implications are discussed toward the end.

Applying Push-Pull-Mooring Framework to Investigate SNSs Switching Behavior

Yu Ding,Tao Wang 한국디지털융합학회 2018 IJICTDC Vol.3 No.2

Switching behavior refer to that users often move from one IT product to another. There are complex motivations and reasons to be explained behind the behavior. Understanding the factors that influence users’ switching behavior is important for SNS providers to consolidate existing user base and attract more users. In view of this, this study introduced the migration theory based on human migration studies from the perspective of social network services, and tried to find out the characteristics of SNSs switching. Based on the PPM framework, we had constructed a conceptual model in which we served social network fatigue as the push driver, three types of network externalities as pull drivers, and inertia as the mooring driver, and put forward relevant assumptions. After the reliability and validity test of the questionnaire, the model and related assumptions were tested using SmartPLS 2.0. We found that push effect of social network fatigue has positive impact on switching intention and is influenced by perceived overloads, pull effects of network size positively influenced switching intention as well. However, the positive associations of social network fatigue and network size with switching intention were alleviated by the mooring effect of inertia. And affective commitment and switching costs significantly promoted the inertia. Finally, the switching intention exerted positive impact on actual switching behavior. Our finding helps to further understand SNS users’ switching behavior, provides reference value for information processing and management of SNSs, and deepen theoretically the switching behaviors of conceptual model in the virtual community users.

지각된 위험과 전환비용이 클라우드 서비스로의 전환의도에 미치는 영향에 관한 연구: PPM 모델 중심으로

이승희 ( Lee¸ Seung Hee ),정석찬 ( Jeong¸ Seok Chan ) 한국정보시스템학회 2021 정보시스템연구 Vol.30 No.3

Purpose In this study, we investigated the impact of perceived risk and switching costs on switching intention to cloud service based on PPM (Pull-Push-Mooring) model. Design/methodology/approach We focused on revealing the switching factors of the switching intention to the cloud services. The switching factors to the cloud services were defined as perceived risk consisting of performance risk, economic risk, and security risk, and switching costs consisting of financial and learning costs. On the PPM model, we defined the pull factors consisting of perceived usefulness and perceived ease of use, and the push factor as satisfaction of the legacy system, and the mooring factor as policy supports. Findings The results of this study as follows; (1) Among the perceived risk factors, performance risk has a negative effect on the ease of use of pull factors, and finally it was found to affect the switching intention to the cloud services. Therefore, cloud service providers need to improve trust in cloud services, service timeliness, and linkage to the legacy systems. And it was found that economic risk and security risk among the perceived risk factors did not affect the switching intention to the cloud services. (2) Of the perceived risk factors, financial cost and learning cost did not affect the satisfaction of the legacy system, which is a push factor. It indicates that the respondents are positively considering switching to cloud service in the future, despite the fact that the respondents are satisfied with the use of the legacy system and are aware of the switching cost to cloud service. (3) Policy support was found to improve the switching intention to cloud services by alleviating the financial and learning costs required for cloud service switching.