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篇名 影響教育版軟體再購意圖之因素:整合期望確認理論與套牢效應觀點
卷期 26
並列篇名 Factors Influencing the Repurchase Intention of Educational Software:An Integration Perspective of Expectation Confirmation Theory and Lock-In Effect
作者 夏自立林哲宏曾敬仁
頁次 189-208
關鍵字 教育版軟體再購意圖滿意度期望確認理論套牢效應educational softwarerepurchase intentionsatisfactionexpectation confirmation theorylock-in effect
出刊日期 201310

中文摘要

近年來,國內教育版軟體市場快速成長,加劇了教育版軟體業者間競爭的白熱化,在高度競爭的市場中,教育版軟體業者如何藉由使用學校對所購用軟體產品滿意度的提昇,以擺脫削價競爭的泥沼,進而吸引使用者持續購用相關產品的意願,是當今業者所應思考與改善的重要議題。鑑此,本研究探索二個研究問題:1.瞭解影響國內大專院校對教育版軟體再購意圖(repurchase intention)的因素;2.瞭解教育版軟體的套牢特性如何影響學校的再購意圖。本研究以期望確認理論(expectation confirmation theory, ECT)與套牢效應(lock-in effect)為理論基礎,運用質性個案研究法,採多個案學校專家訪談方式進行探索研究。研究歸納結果顯示,滿意度(satisfactions)與套牢效應會共同影響國內大專院校對教育版軟體的再購意圖。滿意度(軟體產品、服務與成效之滿意度)會對再購意圖產生正面影響;而滿意度則受到學校對軟體的購用後績效與購用前期望比較後所產生的確認程度(confirmation)的影響,此外,教育版軟體的套牢效應則會對滿意度與再購意圖的關係產生調節性的影響。研究成果歸納以5項研究命題呈現,研究命題除了可以做為後續實證研究之基礎外,亦能提供軟體業者作為改善行銷策略與服務配套,以維持長期的顧客關係與競爭優勢之實務參考。

英文摘要

This research seeks to address two research questions. First, what are the critical factors affecting the repurchase intention of educational software products? Second, how does the lock-in effect of software impact the repurchase intention of educational software? Drawing on Expectation Confirmation Theory (ECT) and Lock-In Effect approach, several initial propositions are developed. This study applies qualitative methods: multi-case study and expert interviews to collect data and to examine the propositions. The exploratory results identify two key factors: satisfactions and lock-in effect jointly influence the intention of repurchasing educational software and then indicate their relationships. The results also propose five validated research propositions that show satisfactions is the primary predictor of repurchase intention, confirmation has a positive effect on satisfaction, and the lock-in effect moderates the relationship between satisfactions and repurchase intention. These research propositions help us gain a more understanding on continuance usage and repurchase intention of educational software and lay a foundation for the future empirical research. The implications of the results also provide important insights of educational software companies how to maintain their competitive advantage and customer relationships through enhanced marketing strategies and service solutions.

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