隨著行動裝置的普及，智慧型行動裝置已成為現代人不可或缺的必需品，由於便利性的驅使，人們對於手機所提供的服務也越來越有依賴性，運用智慧型行動裝置除了實體商品的買賣外，為顧客提供以服務為主的行動商務模式也越來越普及，很多的應用程式也都提供同質性高的類似服務，因此顧客很容易轉換去使用其他相似服務的應用程式，而顧客也會因慣性使用的應用程式使得成為忠實顧客，這樣的行動商務對於企業而言，想保留長期的顧客關係將是一個挑戰。依上述問題，本研究透過服務品牌識別來評估服務品牌的信任與忠誠度，探討是否影響消費者慣性，以衡量顧客的轉換意圖，並以最新發展的服務品牌識別的模型，應用於近年來熱門的美食外送服務，套用在行動商務中的熱門營利模式趨勢與分析，使企業能夠有所依據而預防流失的顧客。
本研究對於曾經使用過外送平台服務的顧客做問卷發放，共回收283份有效問卷，以結構方程模式進行驗證性分析，研究結果顯示服務品牌識別正向影響品牌信任與忠誠度，品牌信任正向影響消費者慣性與品牌忠誠度，而品牌信任最終負向影響轉換意圖，顯示品牌信任是影響轉換意圖的重要因素。
對於企業而言，保留長期顧客比開發新顧客更能減少開發商務成本，企業更須重新思考保留舊有顧客的策略，如何提高顧客對於品牌的信任感是預防流失顧客最重要的因素，根據研究結果，在實務方面上的建議，提升外送人員服務的服務品質與整體服務流程等方面，以取得消費者的信任感，能有效降低顧客轉換使用其他競爭品牌的機率。

Along with popularity of smart-mobile devices, it’s have become an indispensable necessity for people. In contrast, the applications (App) of smart-mobile devices are developing rapidly. Due to the convenience of the Internet, customers increasingly rely on the services-oriented Apps by smart phones. Different applications that provide the same service are highly homogenous. Therefore, it is not difficult for customers switch to other applications with similar services. Customers are also because of their inertia to use same applications to become loyal customers. For companies, it will be a challenge to retain long-term customer relationships.
Therefore, this study adopts service brand identity model and customer inertia to investigate their switching intention. This study used a survey research approach with system implementation to validate related hypotheses and theories. Participants were focus on customers who had purchased any food delivery platform by smart phone. Data collected from 283 respondents was analyzed using SPSS and SmartPLS.
The results show that service brand identity positive effect on brand trust and brand loyalty. This study verified that the service brand identity model in mobile commerce can positively evaluate both brand trust and brand loyalty. Brand trust positive effects on customer inertia and brand loyalty. Brand trust negative effects on switching intention. In addition, we conclude that brand trust is an important factor affecting switching intentions, it is essential to provide companies suggestions for improve the service quality and process of food delivery services can reduce the chance of customers switching to other competing brands.

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