個人電腦的問世，帶給許多企業與家庭用戶使用電腦上的便利。對一部個人電腦而言最核心的乃是其基本配置的作業系統，由於作業系統對於電腦的不可或缺，許多軟體公司無不致力於作業系統的研發與銷售。在這數十年來，作業系統的市場一直為微軟所掌握，而微軟也不斷地致力於作業系統的更迭與推陳。在一定的週期內微軟就推出新版本的作業系統以符合資訊科技的潮流與使用者的需求。在過去作業系統的推出往往受到使用者快速的接受並升級，但是，在最近一兩年內微軟開發的Win 7卻不如預期般快速地全面取代舊版本的市場，有許多Win XP的使用者並未升級至Win 7，而且Win XP的用戶仍舊是在整個作業系統分佈裡佔居多數。為何這些Win XP的用戶不願升級至Win 7，對於業者來說這是個攸關產品獲利的重要問題。在學術議題上，這也是個有趣而且值得研究的現象，新穎且功能更好的產品為何使用者不願意接受這樣的升級？
所以針對這個議題，本研究從轉換成本與商品的相對優勢、效能超越與相容性等角度來分析使用者升級的意圖與行為。同時，環境上的因素如社會影響力與產品售後服務的預期，以及追求時尚效應以及基本人口統計變數也納入本研究的研究模式。本研究從相關文獻與實際調查的分析建立假說，並且運用PLS法驗證假說與模式的成立。另外，本研究也應用區別分析來建構Win XP與Win 7兩群體間關鍵的區別函數。透過這兩種分析方法，本研究在實證上將Win XP 與Win 7兩種使用者對於影響其升級意圖以及升級行為的重要因素，加以驗證之間的關係並整合。本研究成果可供業界實際參考應用，而且在學術上也補強足了關於資訊系統轉換的相關研究中所缺乏的「垂直升級」這一類型的實例。

The invention of personal computers (PCs) brings a lot of convenience for many people’s life. For a PC, its essential core is the operation system (OS) which is the most basic as well as important information system (IS). Because operation system is a requisite for each PC, many software companies have striven to develop and promote their own OSs. As well known, Microsoft is the most powerful company of OS and it dominated the market in the world. Microsoft is keeping designing new PC’s OSs and promoting them with all its strength. It develops new version OS to fit the trade of information technology standard and users’ requirements in specific product life cycle. In past, when Microsoft announced new OS version, they are quickly accepted and replaced to old ones. However, there is a strange situation for its latest OS Win 7 recently. Win 7 isn’t quickly accepted to replace old version OS Win XP. The number of PC users whose platform is Win XP is still very large, and most of them have little willing to upgrade. It is a big problem for an OS company. However, this is also an interesting phenomenon and worth studying in academic. The issue is: why users would not like to upgrade a newer and more effective OS?
This study focuses on the issue and tries to discover factors affecting upgrading intention and behavior. According to related research and actual observation, several critical constructs are applied such as switching costs, product qualities of relative advantages and over performance, and compatibilities. Moreover, environment factors like social influence and after-sales services expectations, and fashion effects. Demographic variables are included into the research model at the same time. Hypotheses are proposed after reviewing related studies and empirical survey. To verify this model and prove these hypotheses, PLS is applied to analyze and explain the result. On the other hand, discriminant analysis is also used to view the Win XP group and Win 7 group. The key discriminant function is made to distinguish and forecast these two kinds of groups. This study empirically validated and confirmed our research model by PLS and discriminant analysis. Furthermore, the relationships of factors those affecting upgrading intentions and behavior are verified and integrated. The findings are able to support OS suppliers to actually implement their product design. In academic, this study complement the field of IS switching about vertical upgrade to certain IS.

Chapter 1. Introduction……………………………………………………………….....1
Chapter 2. Theoretical Background and Hypotheses…………………………………....8
2.1 Past Studies of Information Systems Switching…………………………..10
2.2 Switching costs………………………………………………………………..14
2.3 Product Qualities……………………………………………………………...24
2.4 Compatibilities………………………………………………………………..35
2.5 Social Influence……………………………………………………………….40
2.6 Fashion Effects……………………………………………………………..…44
2.7 After-Sales Service Expectations…….……………………………………….46
Chapter 3. Research Methodology…………………………………………………..…50
3.1 Operationalization of Constructs…………………………………………...…50
3.2 Sampling Procedure…………………………………………………………...52
3.3 Exploratory Components Analysis…..………………………………………..55
3.4 Assessing Non-response Bias and Common Method Bias……………………57
Chapter 4. Data Analysis and Results………………………………………………….59
4.1 Assessment of the Measurement Model………………………..…………….61
4.2 Multicollinearity Tests………………………………………………………...67
4.3 PLS Results of the Two Groups………………………………………………69
4.4 Discriminant Analysis of the Two Groups……………………………………75
Chapter 5. Discussions and Implications…………………………………………….…82
5.1 Switching Costs: Procedural, Sunk, and Uncertainty…………………………83
5.2 Products Qualities: Relative Advantages and Over performance……………..87
5.3 Compatibilities: Backward and Task……………………………………….…91
5.4 Social Influence, Fashion Effects and After-Sales Service Expectation .........95
5.5 Highlights of Comparing PLS results and DA results..……………………..100
Chapter 6. Contributions, Limitations and Future Works…………………………...102
6.1 Contributions…..…………………………………………………………….102
6.2 Limitations………………………………………………………………...…106
6.3 Suggestions for Future Research…………………………………………….107
Chapter 7. Conclusions………………………………………………………………..108
Reference………………………………………………………………………….…..110
Appendix A. Measurement Items and Definitions……………………………………120

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