隨著智慧型手機的興起，智慧型手機作業系統已經成為熱門的議題，本研究旨在探討使用者對智慧型手機作業系統的轉換意圖，並利用移民理論中的Push-Pull-Mooring架構來探討促成使用者轉換意圖的因素。透過文獻探討，本研究找出十一個可能影響使用者轉換意圖的因素，分別為低系統品質、低認知有用性、低認知娛樂性、替代方案的吸引力、高轉換成本、評估成本、學習成本、沉沒成本、設定成本、同儕影響與低多樣化尋求，並將他們分別歸類為推力效應、拉力效應與繫泊效應。本研究利用網路問卷的方式收集資料，分析結果發現，(1) 三個效應，十一個因素都會顯著影響使用者對智慧型手機的轉換意圖；(2) 推力效應與拉力效應會正向影響使用者的轉換意圖，而繫泊效應則會負向影響使用者的轉換意圖；(3) 三個效應中，以繫泊效應影響使用者的轉換意圖最為顯著，其次是拉力效應，最後則為推力效應。(4) 在推力效應中，影響最顯著的是低系統品質，其次為低認知有用性，最後為低認知娛樂性。(5) 在繫泊效應中，影響最顯著的是高轉換成本，其次為低多樣化尋求，最後則為同儕影響。(6) 在轉換成本中，四個影響使用者轉換成本的因素大小依序為設定成本、沉沒成本、評估成本與學習成本。

Because there are more and more people use smartphone, the smartphone OS has been widely discussed. Our research purpose is to discuss users’ switching intention between smartphone OS. We used Push-Pull-Mooring framework from human migration literature to find out what factors will influence users’ switching intention. Based on literature review, we propose three important effects: push effects, pull effects and mooring effects. All effects have sub-dimensions. For push effects, there is low system quality, low usefulness with complementarity, low enjoyment with complementarity. Alternative attractiveness is the pull effects. For mooring effects, there is high switching costs, evaluation costs, learning costs, sunk costs, setup costs, peer influence, low variety seeking. We use on-line survey to collect data. The results suggest that (1) push and pull effects positively influence users’ switching intention while mooring effects negatively influence users’ switching intention (2) mooring effects has the most impact on users’ intention to switch smartphone OS, then pull effects and push effects; (3) For push effects, low system quality has the most impact on push effects, then low usefulness of complementarity and low enjoyment of complementarity; (4) For mooring effects, high switching costs have the most impact on mooring effects then low variety seeking and peer influence; (5) For switching costs, setup costs have the most impact on switching costs, then sunk costs, evaluation costs and learning costs.

Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Purpose 5
Chapter 2 Literature Review 7
2.1 Migration and Push-Pull-Mooring Framework 7
2.2 System Quality 9
2.3 Switching Costs 12
2.4 Network Externality 15
2.5 Perceived Value 16
Chapter 3 Research Model and Hypotheses 18
3.1 Push effects 20
3.2 Pull effects 23
3.3 Mooring effects 24
3.4 Control variables 28
3.5 Operational definitions 28
Chapter 4 Research Methodology 32
4.1 Measures 32
4.2 Data collection 37
Chapter 5 Data Analysis and Discussion 40
5.1 Measurement model 40
5.2 Structural model 48
5.3 Discussions 49
Chapter 6 Conclusions 57
6.1 Summary and implications 57
6.2 Limitation 59
6.3 Future Research 59
References 61
Appendix 66

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