智慧型手機是目前非常流行的產品，未來的發展也不可限量。目前智慧型手機的作業系統主要有兩大陣營，一個是Apple的iOS，另一個是google的Android，前者是一個封閉式、注重品質且創新能力很強、搶先進入市場並採取這個策略的市場領導者，相對是由google領銜的開放手機聯盟(Open Handset Alliance)採取的是讓第三者自由開發應用程式，快速的形成規模經濟搶佔市場，這些聯盟主要包括HTC、Samsung、LG、Sony。這兩大陣營各有各的優勢，目前鹿死誰手尚未知曉。因此本研究想了解Android的手機持有者是否會持續使用Android手機。我們會從認知層次、心理層次、環境層次來了解這個議題，我們將試著建構出一個雙重因素的研究模式來了解Android使用者的實際使用意圖，這個雙因素包括1.致力路徑vs.約束路徑 2.認知約束vs.心理約束3.內部鎖住效應 vs.外部鎖住效應。本研究實證部分採取問卷調查法。而從296份調查中得知，慣性對於持續使用的影響比轉換成本、競爭者的相對優勢以及網路外部性這些因素還要來的大。本研究結果主要提供的主要貢獻為提供一個雙重因素的研究模式在消費者持續使用的行為上，同時此研究模式也能應用到其他不同種類的科技產品上。

Smart phones are an important facet of the functionality of daily life. The main smart phone operating systems are Android and iOS. We cannot predict which one will be the winning smart phone operating system in the future. Hence, it is an important issue for consumers and enterprises to know which factors influence consumers to continue to use Android. We construct a dual factor model to explain consumers’ Android use continuance. The dual factors include (1) dedication vs. constraint, (2) cognitive constraints vs. psychological constraints, and (3) internal lock effect vs. external lock effect.
Data collected from 296 Android consumers in Taiwan were tested against the research model and confirmed our hypotheses. The results support the theoretical model in explaining the effect of ECT theory and status quo bias theory on consumers’ intentions to continue to use Android. Finally, we find inertia is the most important factor influencing consumers’ continued use of Android.
The main contribution of this study is to provide a dual factor model for consumers’ use continuance behavior. This model can also be applied to different technology products.

Contents
1. Introduction 1
2. Research Background 6
3. Theoretical Background and Hypotheses 9
3.1 ECT 9
3.1.1 EDT 9
3.1.2 EDT in IS area: ECT 11
3.1.3 Confirmation, Satisfaction and Use Continuance 13
3.2 Status Quo Bias Theory 15
3.2.1 Status Quo Bias 15
3.2.2 Switching Costs and Inertia 17
3.3 Inertia 19
3.3.1 Inertia & Status Quo Bias Theory 19
3.4 Switching cost 21
3.5 Relative Advantages 22
3.6 Network Effect 26
3.7 The Moderating Role of Relative Advantage 29
4. Research Method 30
4.1 Constructs and Measurements 31
4.2 Sample and Data collection 36
4.3 Non-Response Bias 36
4.4 Sample Representativeness 37
4.5 Reliability and Validity 38
4.6 Common Method Variance 42
4.7 Hypothesis test 44
5. Discussion of Results 47
6. Research Implications 50
6.1 Academic Implications 50
6.2 Practical Implications 51
7. Limitation 53
8. References 54
Appendix A – Questionnaire 59

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