號碼可攜是我國電信自由化發展的里程碑，也是促進電信服務品質及市場自由化的重要機制。過去電信服務相關的研究多著重於消費者轉換態度及如何選擇電信服務業者，較少探討號碼轉換的實際行為，本研究的目的在探討消費者的使用期間受到哪些因素的影響，本研究將影響因素分為三個構面: 包括人口統計、服務品質、行銷策略。透過電訪問卷的資料收集並以期間分析方法驗證研究假說，結果顯示競爭對手的服務態度及服務滿意度並不是主要的影響因素，本研究發現使用者轉換行為的發生主要來自於競爭對手的優惠贈送及通訊行的促銷。根據本研究的結果建議電信服務供應商宜強化與通訊行的策略夥伴關係，改善相關因素以留住現有客戶，甚至爭取新的顧客，免於號碼可攜政策而導致的客戶流失。

Number Portability is a key milestone for the liberalization of the telecom market of our country. It is also the major mechanism for improving telecom service quality and freedom of the market. In the past, researchers focus a lot on the attitudes of consumers to switching and the criteria to select the telecom operators, whereas the actual behaviors of consumers were rarely investigated. The objective of this research is to explore the factors which influence consumers during their subscription period. Factors classified in the following 3 areas are explored by this research: demographics, service quality and marketing strategy. Through telephone interviews and duration analysis to verify the research propositions, it is found that competitors’ attitude and consumers’ satisfaction are not the major factors which affect consumers to switch service providers. The major factors are promotional offers and promotions by sales agencies instead. To retain existing customers and acquire new customers under the number portability arena, service providers are highly recommended to strengthen their strategic partnership with sales agencies.

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