The Effects of Corporate Reputation and Opportunism on Customer，s Renewal Intention of Mobile Service

[[abstract]]近年來，手機的普及程度已經是幾乎人手一機的情形，有些人甚至擁有兩支 以上的手機。由於電信產業競爭激烈，所以電信公司推出不同優惠以及促銷方案 來吸引顧客，電信公司的投機主義會利用顧客與公司之間的資訊不對稱，損害顧 客利益使公司的營收增加。本研究欲探討電信公司的投機主義，是否會影響到顧 客未來再續約意圖。另外，除了探討投機主義之外，也加入企業聲譽，透過信任、 不信任與顧客滿意度之中介變數，來比較何者對於顧客續約意圖影響強度較大。 本研究以中華電信、遠傳電信與台灣大哥大的消費者為分析對象，本研究採 便利抽樣，取得 314 份之有效樣本，以 LISREL8 8 統計套裝軟體進行線性結構方 程模式(Structure Equation Modeling SEM)的分析。並以結構方程模式(SEM)驗證研 究之假設關係。本研究發現如下： 1 電信公司投機主義會反向顯著的影響顧客再續約意圖。 2 電信公司的投機主義與電信公司的企業聲譽，在本研究中皆顯著的影響顧客 的續約意圖，而在影響續約意圖的強度上，電信公司投機主義大於電信公司 的聲譽。 3 電信公司投機主義顯著的影響了信任、不信任、顧客滿意度與續約意圖，且 在上述構念中，投機主義影響為最強烈。但是在口碑方面，比起電信公司投 機主義，顧客對於公司的信任會影響口碑較強烈。[[abstract]]In recent years due to prevalence of the mobile phone everyone has a mobile phone even some people owns upward two mobile phones The competition at the moment in the telecommunications company market becomes fierce in order to attract customers telecommunications companies adopt various preferential treatments and promotions Those opportunistic telecommunications gain revenue by using asymmetric information between customers and company This study wants to probe opportunism of telecommunications company whether affect the customer renew intention or not Besides this study adds the corporate reputation through the antecedent factors of trust distrust and customer satisfaction to compare the effect strength with the opportunism on customer renew intention This study take Chunghwa Telecom Far EasTone Telecommunication and Taiwan Mobile as analytic target a convenience sampling was chosen 314 effective samples in this study We use LISREL 8 8 to analysis the data Structural Equation Modeling (SEM) was applied to test the research hypotheses The findings are summarized as follorw: 1 Opportunism of the telecommunications company has a negative impact for customer renew intention 2 In this study opportunism of the telecommunications company and the corporate reputation of the telecommunications company both affect significantly customer renew intention and on the impact of customer renew intention strength that opportunism of the telecommunications company is greater than corporate reputation of the telecommunications compan