面對零售業高度市場化的競爭，顧客的轉換行為乃是當前重要的研究議題。然而，文獻關於網路人際關係與社群行為對轉換行為的探討仍不多見。為了彌補研究上的缺口，本研究以電信業之顧客轉換行為為例，調查實際進行號碼可攜轉換行為。經以多層次模型（Hierarchical Linear Models, HLM）分析374份有效樣本，發現，第一點：管理人員之網路人際關係與顧客號碼可攜轉換行為之關係為負向顯著，顯示管理人員在社群網站上之網路人際關係愈多，則顧客的轉出機率愈高。第二點，而管理人員所參加之社團總數與顧客號碼可攜轉換行為的關係為正向顯著，顯示門市服務人員在社群網站上所參與之社團總數愈多，則顧客於門市的轉入機率愈高。

The amounting market competition in retailing industry raises research concerns regarding customer switch behavior, however, research about the online relationship and social media behavior affecting consumer switch behavior in telecommunication market remains rare. To fill the gap, telecommunication customers’ switching behavior in light of the number portable policy were surveyed that resulted in 374 valid samples and analyzed with Hierarchical Linear Models. According to the results, firstly, retailing manager’s online relationship negatively affected consumer switch behavior, that is, when managers build more friendship at social media, the more customers churn. Secondly, manager’s involvement in more social groups positively induce less customers churn, that is, when managers join more social network, the more of customers switch in.

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