行動通訊技術的快速演進與資通訊飛速發達，電信營運商面臨行動通訊市場的激烈競爭以及傳統業務營收持續下降的背景下，為搶進數位經濟商機，並以有效保留用戶及縮減營運管理成本為目標，進而探討行動服務用戶移轉意圖的影響因素。本研究基於刺激-有機體-反應理論模式建構一套研究模型，針對行動服務用戶的憤怒事件、價格不公平、服務品質失敗、便利性差、用戶不滿意、移轉成本，與移轉意圖等七大構面進行研究，藉由本次研究結果提供電信業者作為營銷管理上的參考依據，針對行動用戶之移轉因素，進行服務強化與彌補其不足。
這項研究中的實證數據是透過線上問卷，將其發放至涉及行動網路服務相關之社群媒體，給正在使用月租型行動通信服務之用戶進行填寫，共回收792份完整的有效問卷。對蒐集到的資料進行描述性統計、探索性因素分析、信度分析、驗證性因素分析、結構方程模式建模，進行資料分析、檢驗各構面間的因果關係與驗證本研究所設定之假設。所有構面在探索性因素分析中顯示出良好的部分相關性，在驗證性因素分析中顯示出良好的判別效度和收斂效度，在結構方程模型的結果中顯示：（1）用戶不滿意對移轉意圖有正向影響；（2）憤怒事件對用戶不滿意有正向影響；（3）價格不公平對用戶不滿意有正向影響；（4）服務品質失敗對用戶不滿意有正向影響；（5）便利性差對用戶不滿意有正向影響；最後，研究結果指出，行動服務用戶確實是受外部環境因素（憤怒事件、價格不公平、服務品質失敗、便利性差）刺激，進而引起其負面心理狀態（用戶不滿意）變化，最後產生迴避（移轉意圖）反應。然而，在本研究結果指出，移轉成本在用戶不滿意與移轉意圖之間並不具有調節效果。

While facing the fierce competition in mobile communication market and the continuous decline in traditional business revenues, telecom operators have to seize the business opportunities in the digital economy. In order to effectively retain users and reduce operation management costs, the influential factors of switching intention of mobile service subscribers need to be investigated. This study constructs a set of research models based on the stimulus-organism-response theory model and aims at the seven aspects of anger incidents, price unfairness, service quality failures, inconvenience, dissatisfaction, switching cost, and switching intention.
This study is conducted by building online questionnaires on Surveycake and the invitation to participate in survey is distributed to social media forums related to mobile network services. There are 792 valid samples successfully obtained. Descriptive statistical analysis, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) are conducted to provide a basic summary of the sample data and to examine the discrepancies among the hypotheses and the data in order to test whether the proposed theoretical model fits the empirical data. Then a structural equation model (SEM) and regression analysis are used to examine whether the hypotheses are accepted or rejected.
The SEM result reveals that dissatisfaction has a positive effect on switching intention and anger incidents, price unfairness, service quality failures and inconvenience have a positive effect on dissatisfaction. Based on the results, this study provides telecom operators with the concrete suggestions and strategies that reduce mobile service subscribers’ switching intention.

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