隨著網際網路的快速發展，網路服務提供商(ISP)之間的競爭也越來越激烈。因為網路服務提供商們產品和服務的高度相似性，加上差不多的行銷策略。因此，一旦網路服務提供商流失了消費者，他們會很快地失去自己原本佔有的市場。而此研究的目的為，當這些流失的消費者決定進行轉換的行為，了解這些消費者在不同的情緒下會產生什麼樣的行為及意圖的變化？本研究結合Push-Pull模型和期望差異理論為主要核心，探討消費者轉換服務後的行為意圖。此外，在此研究中，也加入了後悔的概念，用來研究和解釋消費者的行為意圖所造成的影響。
此研究的結果包括：(1) 由拉力所帶動轉換的效果，消費者將比推力所帶動的消費者更容易後悔。 (2) 轉換服務後，如果獲得更差的結果，消費者將會更後悔。 (3) 後悔的情緒會影響消費者轉換服務後的行為意圖。此研究的主要貢獻為了解產生後悔情緒的因素及後悔對消費者轉換後行為的影響。

With the expending of Internet popularity, the competition between Internet Service Provider companies is achieving a peak. Because their products and services have highly similarity and also have close ranged pricing strategy. Hence, once ISP disappointed their customers, they will easily lose their market share. The purpose of this research is to understand the effect on different switch driver on customer’s emotion when they performed switching behavior. Second, after customer switched, what behavior can be influenced by customer’s emotion? This research combined Push-Pull-Mooring model and Expectation Disconfirmation Theory as drivers and post-switching problems. Moreover, the concept of Regret is used to investigate and explains the effect on customer’s behavior intention.
The results of this research include: (1) Customers driven by Pull effects will cause higher Regret than driven by Push effects. (2) After switched, customers will sensed more Regret when negative consequences occurred. (3) Regret emotion created by post-switching behavior can affect customer’s negative behavior intention. The contribution of this research is to understand the causes of regret and the influences on customer’s post-switching behavior.

Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Purpose 5
Chapter 2 Theoretical Background and Literature Review 7
2.1 Customer Service Switching 7
2.2 Switching as Migration 8
2.2.1 Push-Pull-Mooring Model 10
2.2.2 Push Effect 11
2.2.3 Pull Effect 11
2.3 Expectation Disconfirmation Theory 14
2.4 Regret Theory 15
Chapter 3 Research Model and Hypotheses 25
3.1 Research Model 25
3.2 Hypotheses Development 27
3.3 Operational Definition 31
Chapter 4 Research Methodology and Data Collection 33
4.1 Measurement 33
4.2 Experimental Design and Process 34
4.3 Pilot Test 37
4.4 Sampling and Data Collection 38
Chapter 5 Data Analysis 41
5.1 Manipulation Check 41
5.2 Demographic Statistics 42
5.3 Measurement Validation 44
5.3.1 Reliability and Validity 45
5.3.2 Common method variance 49
5.4 Hypotheses Testing 52
5.5 Discussions 54
5.5.1 Comparing the influence on regret 54
5.5.2 the effect of regret on customer’s behavior 55
Chapter 6 Conclusions 56
6.1 Summary and Implications 56
6.2 Limitations 59
6.3 Academic Contributions 60
6.4 Future Research 61
Reference 63
Appendix 71

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