本論文主要在探討在企業對企業的環境中，顧客轉換供應商意圖之影響因素，論文包括二個部份：研究一及研究二。 既有研究鮮少檢驗工業客戶轉換供應商意圖之影響因素，特別是替代供應商吸引力的影響，研究一之貢獻即在提出一因果模型以銜接此研究缺口。本模型以260份收集自台灣電子廠商的問卷進行檢定，測量模型之評估及假設檢定則採用結構方程模式，研究結果顯示有效溝通與顧客滿意會顯著正向影響顧客信賴，顧客信賴則對顧客的轉換意圖有負向影響，顧客滿意降低會直接提高轉換意圖；另外，替代供應商吸引力會負向影響顧客滿意，並正向影響轉換意圖。 即使近期研究多確認轉換成本為轉換供應商意圖之影響因素，研究二提出一模型以分析供應商提供客製化服務意願、有效溝通與顧客信賴對於轉換成本之影響，而此為先前研究所忽略之議題。研究資料為281份收集自台灣電子廠商的問卷，研究結果顯示顧客信賴會正向影響轉換成本，供應商提供客製化服務意願則是透過顧客信賴間接影響轉換成本；另外，有效溝通對顧客信賴與轉換成本均有正向影響。 The dissertation explores the issues on the antecedents of customers’ supplier switching intention in a business-to-business context. There were two parts included in this dissertation—study 1 and study 2. Few studies have examined the drivers of supplier switching intention in industrial customers, particularly in relation to the alternative attractiveness effect. The contribution of study 1 lies in bridging this research gap, and presents a causal model. This model is tested using 260 questionnaires collected from Taiwanese electronics firms. Structural equation modeling techniques were applied for measurement model assessment and hypothesis testing. The findings reveal that effective communication and customer satisfaction significantly and positively impact customer trust, which has negative effect on customer switching intention. Reduced customer satisfaction directly increases switching intention. Furthermore, alternative attractiveness negatively affects customer satisfaction and positively influences switching intention. While recent research increasingly recognizes switching cost as a driver of supplier switching intention, study 2 proposes a model to analyze the influences of perceived supplier’s willingness of customization, effective communication, and trust on switching cost, which issues previous study neglects. Research data of 281 questionnaires are collected from electronics firms in Taiwan. Results show that trust positively influences perceived switching costs. The perceived willingness of a supplier to customize for a buyer can indirectly impact perceived switching costs by way of trust toward the supplier. Furthermore, effective communication has a positive influence on trust and perceived switching costs. Finally, implications of the findings and suggestions for future research are discussed.
