| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 102 === Nowadays, smartphones are used in more and more scenarios, and become a necessary part of our daily life. Hence, smartphones and other related issues have been widely discussed, such as smartphone addiction, privacy and security, and switching behavior. Furthermore, user’s attitude and psychological traits are also crucial factors in consumer’s behavior, but these parts are less discussed in previous literature of IT products and services. As a result, this research purpose is to explore users’ switching intention on smartphone platforms through Push-Pull-Mooring Model and Regulatory Focus Theory.
There are three factors – push effect, pull effect, and mooring effect, which influencing the switching intention in the Push-Pull-Mooring Model, and two different tendencies of psychological states in Regulatory Focus Theory – promotion focus, and prevention focus. So the researcher would like to know whether different influences of push, pull, and mooring effects on different users with either promotion or prevention focus on smartphones.
The researcher collected 682 valid samples in Taiwan for examining the hypotheses in this study. The analyses indicate that there is significant relation between pull effect and switching intention on promotion smartphone users, and significant relation between push effect and switching intention on prevention smartphone users. The re-sults of this research not only support the hypotheses we proposed, but also provide a novel perspective on IT product switching in both theoretical and practical.
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