一、書籍
1.Philip Kotler原著、方世榮，2003，行銷管理學，台灣東華書局股份有限公司。
2.王保進，1999，視窗版SPSS與行為科學研究(第二版)，心理出版社
3.行政院新聞局，2005，出版年鑑2005，台北市新聞局
4.李美華、孔祥明、李明寰、李嘉娟、王婷玉、李承宇，2004，Earl Babble著，
社會
5.科學研究方法，第九版，台北時英出版社。
6.吳明隆，2006，SPSS統計應用學習實務—問卷分析與應用統計(深究經典版)，
知城
7.吳統雄，1990，電話調查：理論與方法，聯經出版公司
8.邱皓政，2006，量化研究與統計分析(三版)，五南出版社
9.洪明洲，民88，網路教學，台北：華彩軟體股份有限公司
10.陳景堂，2005，統計分析SPSS for Windows 入門與應用(第六版)，儒林出版
社出版社
11.楊世瑩，2005，SPSS統計分析實務，旗標出版社
12.陳正昌，2003，行為及社會科學統計學-統計軟體應用3c，巨流圖書公司
13.榮泰生，2006，SPSS與研究方法，五南出版社
二、期刊
1.沈中偉，1994，魏考斯基理論在認知策略上的應用，教學科技與媒體，第36卷，第2期，3 -14。2.楊家興，民81，視聽教育與我國隔空教學的發展，教育資料集刊，17，25-30。3.黃貝玲，民90，從線上學習的發展看企業線上訓練，電子化企業：經理人報告，第十九卷，12~33。4.王智玄，民89，新的學習策略－網路合作學習之探討，資訊與教育雜誌，78， 42-50。5.趙金婷，民89，學習社群理念在教學上的應用，教育資料與研究，35， 60-66。6.盧希鵬、葉乃菁、許晉龍，2002，探討網路使用者參與虛擬社群意願之影響因素，第十三屆國際資訊管理學術研討會，頁409-416。
7.熊芙君、李淑貞、洪正明，2007，關係成本對轉換意願影響之研究-以行動電話號碼可攜為例，2007第三屆資訊管理學術暨專案管理實務國際研討會。
三、學術論文
1.江幸蓁，2006，虛擬社群認知、持續使用、實體接觸意願之研究，開南管理學院資訊及電子商務學系碩士論文。四、文件
1.鐘依萍，2004，顛覆傳統的學習方式 – 線上學習發展趨勢分析，資訊市場情報中心
2.陳佳賢，2001，我國線上學習市場現況與未來展望，MIC資策會五、網路
1.卜繁裕，2004年4月13日，下班後，一起上網讀書去!，e天下電子報，http://www.techvantage.com.tw/newsletters/enews20040413.htm
2.陳世運，2000，線上學習網站市場潛力無窮，http://www.find.org.tw/find/home.aspx?page=trend&id=1122
3.陳芸芸，2002年4月18日，網路學英文e級棒，自由電子報新聞網http://www.libertytimes.com.tw/2002/new/apl/18/today-i1.htm
4.康永華，民94，連鎖加盟產業導入e-Learning之必要性，上網日期：2005/5/8，http://210.71.227.40/epaper/epaper_show.jsp?epaperID=1368&siteID=2257474
5.創市際，2006上網率創新高，近六成民眾連網，2006年12月27日http://www.insightxplorer.com/news/news_12_27_06.html
6.創市際，2005，九成網友愛旅遊旅行偏好自己來，http://www.insightxplorer.com/news/news_11_22_05.html
7.創市際FIND，2004，線上旅遊類型網站觀察，http://www.insightxplorer.com/news/news_03_26.html
8.經濟部人才網，2005，挑戰2008：國家發展重點計劃E世代人才培育計畫http://hirecruit.nat.gov.tw/chinese/html/taiwan_05_02.htm
9.資訊工業策進會，民93，由美國市場看企業數位學習未來應用趨勢，台北：資訊工業策進會資訊市場情報中心，http://www.elearn.org.tw/NR/exeres/E06BC7BB-FD31-463C-9B1A-4B2011286943.htm
10.廖慧美，2006，五成英國網路族具網站忠誠度 線上購物已成常態，取自http://www.find.org.tw/0105/news/0105_news_disp.aspx?news_id=4270
11.蘇振昇，2006/8/14，2005-2006線上學習產業概況透析（上），http://www.find.org.tw/0105/trend/0105_trend_disp.asp?trend_id=1343
12.蘇振昇，2006/8/15，2005-2006線上學習產業概況透析（下），http://www.find.org.tw/0105/trend/0105_trend_disp.asp?trend_id=1344
貳、西文部份
(I)Books
1.Ajzen, I. & Fishbein, M., 1980, Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall, Inc
2.Aaker, D. A., 1991, Managing Brand Equity：Capitalizing on the Value of a Brand Name, NY: The Free Press.
3.Anastiasi, 1988, Psychological Testing(6th ed.), Macmillan Publishing, New York.
4.Bhote, Keki R., 1996, Beyond Customer Satisfaction to Customer Loyalty-The Key To Greater Profitability, American Management Association, New York: 31, NY.
5.Bonner, P. G. & R. Nelson., 1985, “Product Attributes and Perceived Quality: Foods,” MA:Lexington Books, 3-29.
6.Davis, F. D., 1986, A Technology Acceptance Model for Empirically Testing New end-User Information Systems: Theory and Results, Doctoral Dissertation’’, MIT Sloan School of Management Cambridge, MA
7.Fishbein, M. & Ajzen, I., 1975, Belief, attitude, intention and behavior: An introduction to theory and research, MA: Addison-Wesley
8.Griffin, J., 1995, Customer loyalty: How to earn it, How to keep it, New York, NY: Lexington Books.
9.Peter, J. P., & Olson, J. C., 1990, “Customer behavior and marketing strategy(2nd ed), Homewood IL : Richard D. Irwin Inc.
10.Schank, R. C., 2002, Designing world-class e-learning, New York: The McGraw-Hill.
11.Urdan and Weggen, 2000, Corporate e-learning : Exploring a new frontier, Wr Hanbrecht + Co
12.Oliver, R.L., 1997, Satisfaction:A behavioral perspective on the consumer, Boston:McGraw-Hil.
(II)Periodicals
1.Aaker, David A., 1996, “Measuring Brand Equity across Products and Markets,” California Management Review, vol.38, no.3, 102-120.
2.Anderson R. E. & Srini S. S., 2003, “E-satisfaction and E-loyalty：A ontingency Framework, Psychology & Marketing,” vol20(2), 123-138
3.Abdullah, M., Al-Nasser, A. D. & Husain, N., 2000, “Evaluating Functional Relationship between Image, Customer Satisfaction and Customer Loyalty Using General Maximum Entropy,” Total Quality Management and Business Excellence, vol.11 Iss.4-6, 826-829.
4.Bolton, Ruth N., P. K. Kannan and Matthew D. Bramlett, 2000, “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value,” Journal of the Academy of Marketing Science, vol. 28, 95-108.
5.Bowen, J. and Shoemarker, S., 1998, “Loyalty: A Strategic Commitment,” Cornell Hotel and Restaurant Administration Quarterly, Vol.39(1), 12-25.
6.Berry L.Leonard, 2000, “Cultivating Service Brand Equity”, Journal of the Academy of Marketing Science, vol.28, no.1, 130
7.Barwise, P., 1993, “Brand Equity: Snark or Boojum?,” International Journal of Research in Marketing, vol.10(1), 93-104.
8.Collins, C., Buhalis, D. & Peters, M., 2003, Enhancing SMTEs’ business performance through the Internet and e-learning platforms, Education & Training, vol.45(8), 483-494.
9.Chang Liu, Kirk P. Arnett, 2000, “Exploring the factors associated with Web site success in the context of electronic commerce”, Information & Management, vol.38, 23-33
10.Dayal, S., Landesberg, H. & Zeisser, M., 1999, “How to build trust online,” Marketing Management, vol.8(3), 64-69.
11.Davis, D., 1989, “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, vol.13(3), 319-340
12.Downey S., Wentling R. S., & Wadsworth A., 2005, “The relationship between national culture and the usability of and e-learning system,” Human Resource Development International, vol.8(1), 47-64.
13.Doney, P. M. and Cannon, J. P., 1997, “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, Vol.61(2), 35-51.
14.Eighmey, J., and McCord, L., 1998, “Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web,” Journal of Business Research, vol.41, 187-194.
15.Farquhar, P. H., 1989, “Managing Brand Equity, Marketing Research,” vol.1(3), 24-33
16.Gerpott, Torsten J., Wolfgang Rams, and Andreas Schindler, 2001, “Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market,” Telecommunications Policy, vol.25, lss.4, 249-269.
17.Ganesh, Jaishankar, Mark J. Arnold and Kristy E. Reynolds, 2000, “Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers,” Journal of Marketing, 65-87.
18.Gronholdt, L., Martensen, A. and K. Kristensen., 2000, “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences,” Total Quality Management, no.11, 509-514.
19.Gotschall, M., 2000, “E-learning strategies for executive education and corporate Training,” Fortune, vol.141(10), S5-S59.
20.Hepworth. M. and P.Mateus, 1994, “Connecting Customer Loyalty to the Mottom Line,” Canadian Business Review, 40-43.
21.Jacoby, Jacob & Kyner, David B, 1973, “Brand loyalty vs. .repeat purchasing behavior, ” Journal of Marketing Research, 1-9.
22.Jones, Thomas O. and Jr, Wearl Sasser., 1995, “Why Satisfied Customers Defect.” Harvard Business Review, 88-99.
23.Jones, Michael A., Mothersbaugh David L., and Beatty Sharon E., 2000, “Switching Barriers and Repurchase Intention in service,” Journal of Retailing, vol.76, 259-274.
24.Karon, R. L., 2000, “Bankers go online : Illinois banking company learn benefits of e-training, E-learning,” vol.1(1), 38-40.
25.Keller, K. L., Heckler, H., and Michael, H., J., 1998, “The Effects of Brand Name Suggestiveness on Advertising Recall,” Journal of Marketing, vol. 62, No. 5, 48-57.
26.Keaveney, Susan M., 1995, “Customer Switching Behavior in Service Industries: An Exploratory Study,” Journal of Marketing, vol.59, 71-82.
27.Klemperer, P., 1987, “The competitiveness of markets with switching costs,” The Rand Journal of Economics, vol.18(1), 138-150.
28.Kamakura & Russell., 1990, “ Measuring Brand Value with Scanner Data,” International Journal of Research in Marketing, vol.10, 9-22.
29.Lederer, A. and Sethi, V., 1991, Critical Dimensions of Strategic Information Systems Planning , Decision Science, Vol.23(1), 104-119.
30.Liu, C. and Arnett, K. P., 2000, “Exploring the factors associated with web site success in the context of electronic commerce”, Information and Management, vol.38, 23-34.
31.Moon, J. W., and Y. G. Kim, 2001, “Extending the TAM for a World-Wide-Web Context,” Information & Management, vol. 38, 217-230.
32.Moore, M. G. and Kearsley, G., 1996, “Distance Education - A System View,” California:Wadsworth.
33.Mayadas, A. F., 1997, “Asynchronous Learning Networks: A Sloan Foundation Perspective,” Journal of Asynchronous Learning Networks, vol.1, No.1, 1-16.
34.Mullen,M. & Mainz A., 1989, “ Brands,Bids and Balance Sheet:Putting a Price on Protected Products ,” Acquisitions Monthly, vol.24, 26-27.
35.Naidu, G. M., Atul Parvatiyar and Jagdish N. Sheth, 1999, “Does Relationship Marketing Pay? An Empirical Practices in Hospitals,” Journal of Business Research, vol.46, 207-218.
36.Piccoli, G., Ahmad, R. and Lves, B., 2001, “Web-Based Virtual Learning Enironments: A Research Framework and a Preliminary Assessment of Effectiveness in Basic IT Skills Training,” MIS Quarterly, vol.25, No.4, 401-426.
37.Leuthesser, Kohli and Harich., 1995, “Brand Equity: The Halo Effect Measure,” European Journal of Marketing, vol.29, 57-66.
38.Pettem, O., West, M., Mahoney, A., & Keller, A., 1993, “Depression and Attachment problems. Journal of Psychiatry & Neuroscience, ” vol.18, 78-81.
39.Park, Chan Su and V. Srinivasan., 1994, “A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility,” Journal of Marketing Research, vol.31(May), 271-288.
40.Prus, A. and D. R. Brandt., 1995, “Understanding Your Customers,” Marketing Tools, 10-13..
41.Rust, R. T., & A. J. Zahorik, 1993, “Customer Satisfaction, Customer Retention, & Market Share,” Journal of Retailing, vol.69, No.2(Summer), 193-215.
42.Rice, M., 1997, “What Makers Users Revisit a Web Site?”, Marketing News, vol.31, No 6, 12-13
43.Robertson, Burke, and Oliva, 1993, “Brand Equity and Extendibility of Brand Names,” International Journal of Research in Marketing, vol.10, 61-75
44.Selnes, F., 1993, “An Examination of the product performance on brand reputation and loyalty,” European Journal of Marketing, Vol.27(9), 19-35.
45.Swait J. Erdem, E. Louviere J. & Dubelaar, C., 1993, “The equalization price：a measure of consumer-perceived brand equity,” International Journal of Research in Marketing, vol.10, 23-45.
46.Smith., 1991, “The Role of Consumer Involvement in Determining Cognitive Response to Broadcast Advertising,” Journal of Advertising, vol.20(1), 4-17.
47.Sikri, Sameer and Sridhar N.Ramaswami, 1992, “Brand Equity Effects on Consumers' Responses to Prices in Retail Advertisements,” Working paper #92-02, Iowa State University.
48.Smith, E. R., 2001, “Seven step to Building e-loyalty,” Medical marketing and Media Boca Raton, vol.36, 94-102.
49.Stum, D. L., & Thirty, A., 1991, “Building Customer Loyalty, Training and Development Journal,” vol.4, 34-36.
50.Tsiros, M. & Mittal, V., 2000, “Regret: A model of its antecedents and consequences in consumer decision making,” Journal of Consumer Research, vol.26, 4.
51.WebSter, J., and Martocchio, J., 1992, “Microcomputer Playfulness: Development of a Measure with Workplace Implications,” MIS Quarterly, 201-226.
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(III)Internet
1.Urdan, T. A., & Weggen, C. C., 2000, Corporate e-learning: Exploring a new frontier. WR Hambrecht + Co. http://www.wrhambrecht.com/research/coverage/elearning/ir/ir_explore.html
2.Tim, L. W., Consuelo, W., James, G., Jason, L. F., Christine, W., & Alaina, K., 2000, E-learning – A review of literature. National Center for Supercomputing Applications (NCSA), University of Illinois at Urbana-Champaign. Retrieved September 8, 2005, From, http://learning.ncsa.uiuc.edu/Publications.html