抄録
The paper aims to study consumer switching intention in the mobile telecommunications industry by proposing a research model from PPM model and the results of prior researches. Pushing, pulling, mooring and mobile number portability are conducted to estimate switching intention. The findings from multiple regression analysis realize that not only the factors from the PPM model are statistically significant, but that MNP also has a significant impacts on switching intention. Dissatisfaction is dramatically influential to switch mobile carriers while attractiveness of competitors and switching costs are respectively significant. Furthermore, with the expected MNP, respondents strongly increase their switching intention. Outcomes of this paper imply the necessity of the PPM model in social science, and the paper concludes by emphasizing the importance of the MNP factor and its implication to provide directions for further researches and possible policies to reduce the switching barriers.
