초록
This study examined the variables that affect whether consumers change broadband internet services by examining their past experiences and intention to switch carriers by targeting consumers who have switched broadband internet service providers. Among adult consumers who intended to switch broadband providers, 341 people who had experience were subject to logistic regression analysis using SPSS for Windows ver. 17.0 to examine frequencies, means, percentages, and factor analysis. The following results were revealed. First, the targets were currently using broadband internet service in the order Company S > Company L > Company K > others. Excluding the others, Company K had the most conversions (from 96 to 78), followed by Company S (from 107 to 97), and Company L (from 43 to 97), which more than doubled the number of subscribers. The reasons for switching carriers in the past were as follows: for Company K, consumers switched to other companies because of unsatisfactory fee services; for Company S, consumers switched to other companies because of quality, advertising and promotional activities, and commitment periods ending; for Company L, the consumers switched to other companies because of fee, quality, and service; and for other companies, the consumers switched to other services because of unsatisfactory quality. Second, the analysis of the elements that determined whether a consumer will switch broadband internet service providers showed that college graduates and individuals who had switched carriers voluntarily in the past were more likely to switch to a new broadband internet service provider. Furthermore, passive consumers had a higher probability of switching. Moreover, when consumers were less satisfied with the fees and services, there was a greater chance of switching to another company.
