在顧客行為研究的領域中，顧客的轉換行為一直是學界與業界關注的議題。資訊科技與網際網路的快速發展，帶動線上購物的風潮。在網路上即可與商家溝通購買商品，然而現今網路上的購物平台多樣化亦給予消費者不同的選擇機會。因此，顧客將面臨從不同的購物平台轉換到抉擇。故本研究將其視為一個虛擬的生活空間，援引實體世界人口遷徙研究中的PPM 模型，由遷徙的角度來對顧客的網購平台之間的轉換行為提出解釋。
本研究試圖了解消費者的購物意圖，運用遷徙法則和推拉理論來解釋網路消費者在零售網站與團購網站之間的轉換意圖。實徵研究以網路問卷與書面問卷收集資料，共回收份有效問卷302，並利用迴歸分析進行模型的測試與假說的驗證。研究結果發現，顧客進行網購的轉換意圖以拉力影響最大，顧客會因為主觀規範的增加與口碑、信任程度越高與知覺風險程度越低而形成顧客轉換的拉力；其次為推力的影響力大，商品價差、網站服務品質越低則引發使用者轉換意圖越高而形成顧客轉換的推力；但另一方面，買家的轉換意圖也可能由於其感受較高的轉換成本而有所抑制。
此外，在推力部分的網路服務品質子因素則發現，資訊可用性與內容、易用性對於轉換意圖有正向的影響；在拉力部分的口碑、信任與知覺風險子因素則發現，信任與知覺風險對於轉換意圖有正向的影響。
本研究除了對顧客轉換行為的形成提供良好的思考方向，同時也提供顧客轉換行為的研究架構較完整與全面的模型。
What to affect customers to switch their shopping opinions is an important and significant area for business. Due to the rapid development of information technologies and networking, consumers now have even more choices, because they can shop anytime anywhere from varied platforms using different methods. Group buying is an growing business model.
This research aims to understand the reasons of consumers changing their shopping channels from electronic retails to group buying websites. The migration laws and PPM (Pulling, Pushing and Mooring) Theory are the major theory used in the thesis. Two online questionnaire surveys are conducted in the year of 2012 and 2013 to understand and analyse users’ opinions.
There are 302 valid questionnaires collected during the survey. Regression analysis has been used to conduct hypothesis testing and model validation. The result shows customers moving to group buying are most affected by the PULL side factors, especially the increasing of subjective norms, reputation, trust and, lower perceived risks. The PUSH factors are relatively less important. However, the bargain price, and retail services quality might PUSH customers to the other channels.
In this study, the formation of customer switching behavior provides good direction of thinking, while also providing customer switching behavior research framework more complete and comprehensive models.
