過往對於科技產品的相關使用文獻中，學者較多圍繞在滿意度、轉換成本等消費者相關行為展開，較少有針對iOS與Android兩大系統對比的相關研究。

同時也注意到近幾年，Android系統的市佔率慢慢被iOS系統所瓜分。故本研究希望透過相關文獻探討，探究在不同手機作業系統使用下的使用者滿意度、忠誠度對於轉換意圖與轉換行為的關聯。同時探討不同手機作業系統的各構面在人口統計變項之間的表現。研究方法採問卷為主，透過網路進行抽樣問卷調查，回收樣本309份，有效樣本275份（iOS系統使用者127份，Android系統使用者148份），再通過SPSS Statistics及SPSS Amos統計軟體對275份數據進行信效度、變異數、結構方程式等資料分析。

研究結果顯示，Android系統用戶整體轉換意願較iOS系統用戶高，兩系統間使用者滿意度對使用者忠誠度呈顯著正向影響、對轉換意圖及轉換行為呈顯著負向影響，各變項在不同系統及不同人口變項間的表現各有不同。從全球來看，iOS僅Apple公司一家獨大，而Android則百花齊放。從市占率角度來看，Android是贏家；而盈利角度來看，iOS明顯更成功。根據本研究結果，提供不同手機作業系統廠商或同行業者，未來在系統開發部分或相關產品的行銷策略制訂與規劃上之參考。

In the past literature on the use of technology products, scholars mostly focus on consumer-related behaviors such as satisfaction and switching costs, and there are fewer studies on the comparison between iOS and Android.

Meanwhile, it is also noted that in recent years, the market share of Android system is slowly being divided by iOS system. Therefore, this study hopes to investigate the relationship between user satisfaction and loyalty on switching intention and switching behavior under different cell phone operating systems through relevant literature. The study also examines the performance of various components of cell phone operating systems in relation to the demographic variables. A questionnaire-based survey was conducted via the Internet. 309 samples were collected, and 275 valid samples (127 for iOS users and 148 for Android users) were returned. 275 data were analyzed for reliability, variance, and structural equations through SPSS Statistics and SPSS Amos statistical software.

The results showed that the overall switching intention of Android users was higher than that of iOS users, and user satisfaction had a significant positive effect on user loyalty and a significant negative effect on switching intention and switching behavior between the two systems, and the performance of each variable varied among systems and demographic variables. From the global point of view, iOS is dominated by Apple alone, while Android is blossoming. From the perspective of market share, Android is the winner, while from the perspective of profitability, iOS is obviously more successful. Based on the results of this study, we provide reference for different cell phone operating system manufacturers or peer companies to formulate and plan their marketing strategies for system development or related products in the future.

摘要-----------------------------------------------------------------i
Abstract------------------------------------------------------------ii
致謝---------------------------------------------------------------iii
目錄----------------------------------------------------------------iv
圖目錄---------------------------------------------------------------v
表目錄--------------------------------------------------------------vi
第一章 緒論-----------------------------------------------------------1
1.1研究背景與動機-----------------------------------------------------1
1.2研究目的----------------------------------------------------------4
1.3研究步驟----------------------------------------------------------5
第二章 文獻回顧-------------------------------------------------------6
2.1行動作業系統(Mobile Operating System)------------------------------6
2.2科技接受模式(Technology Acceptance Model, TAM)---------------------8
2.2使用者滿意度(User Satisfaction)------------------------------------9
2.3使用者忠誠度(User Loyalty)----------------------------------------11
2.4轉換意圖(Switching Intention)與轉換行為(Switching Behavior)-------13
第三章 研究方法------------------------------------------------------16
3.1研究架構---------------------------------------------------------16
3.2資料分析方法------------------------------------------------------16
3.3問卷內容---------------------------------------------------------17
第四章 研究結果分析--------------------------------------------------19
4.1樣本資料分析-----------------------------------------------------20
4.2敘述統計---------------------------------------------------------22
4.3信效度分析--------------------------------------------------------25
4.4變異數分析--------------------------------------------------------28
4.5路徑分析---------------------------------------------------------46
4.6結果彙整與討論----------------------------------------------------48
第五章 結論與建議----------------------------------------------------49
5.1研究貢獻---------------------------------------------------------49
5.2研究限制---------------------------------------------------------50
參考文獻------------------------------------------------------------51
英文---------------------------------------------------------------51
中文----------------------------------------------------------------53
附錄 問卷-----------------------------------------------------------55

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