| Summary: | 碩士 === 東吳大學 === 國際貿易學系 === 94 === Due to the rapid advancement of telecommunication technology into the third generation (3G), the exploration of factors influencing added value services has become a major strategy to increase average revenue per user (APRU) for telecom system providers. Based on the technology acceptance model (TAM) and the theory of planed behavior (TPB), this study examines the relationship between customer satisfaction/purchase intention and brand loyalty behavior. A set of 1311 effective samples are collected and analyzed. Research subjects covering users of three major telecom system providers in Taiwan covering four major cities, Taipei, Taichung, Tainan and Kaoshiung, are surveyed. The results of regression analyses show that factors which derive not only from TAM-based perceived usefulness and perceived ease of use but also from TPB-based subject norm and perceived behavioral control preceding factors clearly exert positive effects through purchase intention on brand loyalty behavior.
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