1转移成本的内涵转移成本是指由于不同产品或服务之间因标准或规格存在差异,导致客户从一个产品或服务转移到另一个产品或服务时所需要付出的额外成本。转移成本不仅包括金钱成本,还包括学习使用新产品付出的时间成本、精力成本,以及客户因信任、习惯、依赖等心理因素产生的情感成本。在价格等其它因素不变的条件下,客户对某项产品或服务的转移成本越高,就会越忠实 1 Connotation of transfer costs Transfer costs are the extra costs incurred when customers move from one product or service to another due to differences in standards or specifications between different products or services. The transfer cost includes not only the monetary cost, but also the time and cost of learning to use the new product, the cost of emotion, and the emotional cost of the customer due to psychological factors such as trust, habit and dependence. In the same price and other factors, customer transfer of a product or service, the higher the cost will be more loyal