過去探討消費者決策後悔之相關研究多聚焦於購買決策，鮮少討論轉換決策。隨著契約普及化，電信業者透過與使用者簽訂契約來維持市占率與利潤，但卻也限制了消費者的轉換行為。契約對於買賣雙方不僅保障雙方的權利，更規範雙方的義務。消費者對於電信服務轉換決策的決定，往往需將契約之存續期間、電信服務公司之服務評價等因素列入考慮。本研究旨在探討「消費者電信服務契約的轉換時間點(契約存續期間內轉換與契約屆滿後轉換)」與「轉換後電信服務評價(正面評價與負面評價)」對「轉換決策後悔程度」之影響。本研究進行二個實驗；實驗一探討「消費者電信服務契約的轉換時間點」對「轉換決策後悔程度」之影響，並檢驗「合理性」與「知覺責任」在此關係之中介效果；實驗二則以實驗一為基礎，加入「轉換後電信服務評價」變數，探討此二自變數對「轉換決策後悔程度」之影響，並檢驗「合理性」與「知覺責任」於上述關係之中介效果。實驗一共回收120份有效問卷；實驗二有效問卷共回收132份，兩者皆採用變異數分析與迴歸分析。統計分析結果顯示：(一)「消費者電信服務契約的轉換時間點」與「轉換後電信服務評價」皆會影響「轉換決策後悔程度」，在「契約存續期間內轉換」的後悔程度較「契約屆滿後轉換」高，而「負面評價」的後悔程度較「正面評價」高；(二) 相較於「消費者電信服務契約的轉換時間點」，「轉換後電信服務評價」對「轉換決策後悔程度」之影響較為顯著；(三) 實驗一結果顯示，「知覺責任」對於「消費者電信服務契約的轉換時間點」與「轉換決策後悔程度」之關係有部份中介效果；(四) 實驗二結果顯示，「合理性」對於「消費者電信服務契約的轉換時間點」與「轉換決策後悔程度」之關係有完全中介效果；而對於「轉換後電信服務評價」與「轉換決策後悔程度」之關係則有部份中介效果。在實務意涵方面，由本研究得知目前電信業者針對電信服務實施的行銷方案(如：簽定契約、增進服務評價)皆會對消費者決策後悔產生影響，可視為有效的行銷方案。

Prior studies of consumer regret have mostly focused on consumption decisions, and studies that have discussed switching decisions have been rare. As the popularity of contracts has grown, telecommunication service providers have had consumers sign contracts to keep their market share and profits, and these contracts also restrict consumer switching behaviors. Contracts not only protect both sides’ rights but also regulate their obligations. Consumer switching decisions take contracts duration and valence of the outcome into consideration. This research mainly explored the effects of switch-timing decisions and valence of the outcome toward regret in a contract context. This research process involved two studies; Study 1 explored the effect of switch-timing decisions on regret in a contract context and further discussed the mediation effects of justifiability and perceived responsibility; Study 2 was based on Study 1 and added valence of the outcome into the model in order to explore the effects of switch-timing decisions and valence of the outcome on regret, and further discussed the mediation effects of justifiability and perceived responsibility. 120 valid questionnaires were collected for Study 1 and 132 valid questionnaires were collected for Study 2. From the data analysis results, there were four conclusions. Firstly, switch-timing decision and valence of the outcome both influence regret significantly; the regret of switching within contract duration is higher than switching after contract maturity and the regret of negative valence of the outcome is higher than positive valence of the outcome. Secondly, the effect of valence of the switching outcome toward regret is greater than the effect of switch-timing decisions on consumer regret. Thirdly, there is a partial mediation effect of perceived responsibility on switch-timing decisions and regret as determined in Study 1. Forth, there is a complete mediation effect of justifiability on switch-timing decisions and regret, and there is a partial mediation effect of justifiability on valence of the outcome and regret. From this research, present alternatives provided by telecommunication service providers, such as signing contracts and enhanced valence of the outcome, influence consumer regret and can be regarded as effective marketing alternatives.

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