部落格是在web 2.0世界中發展極為亮眼的成功應用之一，許多用戶依賴部落格服務平台 (blog service provider, BSP) 所提供的服務來建立自己的部落格。隨著BSP用戶在數量上的茁壯成長，使得BSP業者必須依賴人氣所帶來的廣告效益，以及付費VIP加值服務所帶來的盈收。但部落格的世界就和真實世界一樣，每個BSP是一座城市，用戶即是城市中的居民，許多因素會影響人們持續居住或離開到其他地方另闢家園。部落格用戶的遷徙代表的不僅是個人的移動，還包括親友、廣大的讀者群與延伸的虛擬關係，如同真實世界中移民時會帶著家屬一般。
　　部落格用戶的遷徙不僅帶走了人氣，也增長了競爭對手的勢力。網路使用者行為善變且難以預測，會因為時間、地點與情境的差異而有所不同。過去探討轉換行為的研究中，多半針對較概括性的影響因子，並未就細節加以深究，尤其是「轉換成本」中的各項因素。對性別、年齡等個人背景或使用行為的特性影響轉換意圖的研究則如鳳毛麟角。因此本研究根據文獻中所提到的PPM模型為基礎，分析影響台灣部落格用戶轉換行為的各項因素，以瞭解影響BSP留住或流失會員的原因。除了驗證PPM模型之外，本研究額外採用質性觀點，透過另一項小研究的內容分析結果來對照原有之架構，以期瞭解影響用戶流動的各種因素。因此本研究之目的為：(1)探討影響部落格用戶轉換意圖之各種因素為何？(2)探討除了沉沒成本之外，建置成本與持續成本對部落格用戶的鎖定效用為何？(3)瞭解影響部落格用戶轉換行為的各種因素是否會因不同個人背景或行為模式而有所差異？
　　本研究在台灣最熱門的十家BSP以及國內最大的BBS站「批踢踢實業坊」散佈問卷網址。透過為期五週的資料蒐集以及對450份有效問卷的分析顯示，除了用戶滿意度對轉換意圖的影響極為顯著之外，建置成本與持續成本亦是阻止用戶轉換的重要鎖定因子。而建置成本與持續成本對用戶的轉換意圖，的確會因為年齡、教育程度與不同的行為模式而有所差異。另外，就質性觀點而言，本研究發現易用性、有用性與可靠度等因素亦是造成用戶決定遷徙的關鍵因素之一。研究中亦發現過去文獻所定義的沉沒成本多半假設「沉沒成本謬誤」必定發生，然而在部落格用戶轉換行為的情境下無此情形。「沉沒成本」對用戶轉換意圖的影響並不顯著，顯示用戶在決策時有更多的考量。

Blog is one of the successful applications in the world of web 2.0. Many people build their own blogs by blog service provider (BSP). Most important issues for BSP are attracting new members and to retain the existing customers because of the revenues are come from Internet advertisements or VIP value-added services that rely on the number of members. If some bloggers dislike their BSP, they could not only "migration" to another service provider but also to take away all their relationships.
However, there are little researches about what motivates bloggers switching to other BSP. Some research suggests that the PPM (push-pull mooring) is good for predict the blogger switching intention, but only considered the sunk cost to be a mooring factor. Besides sunk cost, however, many factors lock the bloggers to switch their BSP. We will demonstrate what factors to impact blogger switching intention. We add two factors - setup cost and continuity cost, into the framework base on PPM Model, and examine is the sunk cost truly to lock the blogger to switch. The purposes of this study are summarized as follow: First, the study try to consider what the factors those influence the switching intention of bloggers. Secondly, we examine the impacts on switching intention with setup cost and continuity cost as mooring factors. Thirdly, we will investigate the different perceptions among the backgrounds, such as gender, age, career, education level, and behavior styles.
An online survey of 450 bloggers found strong support for the model. The results showed that the impacts on blogger's switching intention for setup cost and continuity cost were the negative, and alternative attractiveness was the positive. The results of this study were also revealing the factors of PPM Model tend to be different among the groups of gender, age, career, education level, and behavior styles. Nevertheless some results that the sunk cost affects switching intention were unexpected. We consider the definition of sunk cost was base on "sunk cost fallacy" must be happened but not in this situation on blogger switching. It reveals that there some unexpected factors would be influenced when blogger want to migrate. Finally, we end with suggestions for researchers and operators of BSP in the study context.

中文部分
一、博碩士論文
[1] 李沃慶，「知覺價值與轉換障礙如何影響再購意圖：手機通訊服務的整合模型與實證研究」，碩士論文，東吳大學商學院企業管理研究所，台北，（2007）。
[2] 周立軒，「網誌的使用者與使用行為之研究」，碩士論文，元智大學資訊傳播學研究所，桃園，（2004）。
[3] 胡婉玲，「"使用擴散對轉換成本與轉換意圖影響之探討-以行動電信服務業為例"」，博士論文，國立台北大學企業管理研究所，台北，（2005）。
[4] 張翊宏，「MMORPG玩家遊戲轉換因素之研究—以人口遷徙PPM模型探討之」，碩士論文，東吳大學企業管理研究所，台北，（2006）。
[5] 張競宇，「網路負面口碑訊息對消費者轉換行為之影響－以次世代電玩主機為例」，碩士論文，國立台灣科技大學企業管理研究所，台北，（2007）。
[6] 陳君地，「轉換成本、鎖住效應與夥伴關係之關聯性研究」，碩士論文，國立成功大學企業管理研究所，台南，（2004）。
[7] 陳信宏，「從Blog使用目的，探索部落格商機」，碩士論文，國立台灣科技大學管理研究所，台北，（2006）。
[8] 黃耀民，「人格特質差異對BLOG感受與使用研究」，碩士論文，國立交通大學管理學院國際經貿學程，新竹，（2006）。
[9] 劉江釗，「部落格之社會網絡與自我呈現初探」，碩士論文，國立中山大學資訊管理研究所，高雄，（2005）。

二、期刊
[10] 吳統雄，「態度與行為研究的信度與效度：理論、應用、反省」，民意學術專刊，民74夏季號，第29-53頁（1985）。
[11] 林衍億，「大型入口網站，爭當部落格盟主」，今周刊，第436期（五月號）（2005）。
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[13] 施禔盈，「5種獲利模式，當部落格新貴」，Smart智富月刊，第91期（三月號）（2006）。

二、中文書籍
[14] Cooper, D. R. and P. S. Schindler著，古永嘉譯，「企業研究方法（第八版）」，華泰文化，台北（2003）。
[15] Cyril Fivet and Emily Turrettini著，施瑞瑄譯，「誰沒部落格」，商周出版，台北（2006）。
[16] Lion, D. A., R. D. Mason, and W. G. Marchal著，林建雄、張善斌譯，「商用統計學（第三版）」，前程企管，台北（2001）。
[17] Scoble, R. and Israel, S.著，李宛蓉譯，「商業裸體革命」，商周出版，台北（2006）。
[18] Wright, J.著，洪慧芳譯，「部落格行銷」，麥格羅‧希爾，台北（2005）。
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[22] 後藤秀夫著，李聰政譯，「市場調查個案研究」，小知堂文化，台北（2000）。
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[24] 齊藤伸也、小暮正人著，丁小艾譯，「商業部落格」，中國生產力中心，台北（2005）。
[25] 盧希鵬，「網路行銷 - 電子化企業經營策略」，雙葉書廊，台北（2005）。
[26] 藝立協，「Blog部落格線上出版、網路日誌實作」，上奇科技，台北（2003）。

英文部分
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2. Conference
[22] Cheng, P. and X. Liu, “The Impact of Network Effect on the Customer Switching Intention: in Mobile Telecommunication”, Service Systems and Service Management, 2007 International Conference on, pp. 1-5 (2007)
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網路資源
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