隨著購物網站數量之增加，使得網路商店間之競爭壓力大幅提昇。為了能在此競爭市場永續經營，如何讓顧客有意願持續消費便成為購物網站的重要議題。此外女性顧客在網路購物的比例及影響力正逐年提升，甚至有80%的消費行為或消費決定權，是由女性所主導或受女性影響下完成的。然而雖然從過去的研究中得知滿意度會影響顧客的再購意願，不過顧客也會傾向以慣性而形成重覆購買。而當顧客考慮是否進行消費時，會將口碑視為重要且具有參考價值的依據，例如原本對於某購物網站感到滿意或基於慣性而持續進行購買的顧客，可能在接受到正面的口碑後，強化對於該購物網站的再購意願。現今高度競爭與網路化的環境下，顧客若與原購物網站交易時遇到不滿意之情況並超出其所能忍受的程度，或顧客得知競爭對手推出強而有力的促銷且具吸引力的方案時，則可輕易地利用滑鼠轉換到其他具有吸引力的購物網站。
　　因此本研究擬探討在購物網站中女性消費者的消費慣性與滿意度對再購意願之影響，並更進一步探討口碑分別在消費慣性與滿意度對再購意願之調節效果，以及其他店家吸引力分別在消費慣性與滿意度對再購意願之調節效果。研究結果顯示，女性顧客的消費慣性與滿意度均會正向顯著影響再購意願，並且消費慣性比顧客滿意度有更強烈的影響力；而他人正面口碑會負向調節消費慣性與再購意願之間的關係，但會正向調節顧客滿意度與再購意願之間的關係；而其他店家吸引力對於消費慣性與再購意願之間的關係，以及對於顧客滿意度與再購意願之間的關係，均無顯著影響。最後依研究結果進而提供具體建議，以做為購物網站業者在經營管理策略上之參考。

　　The competition pressure between online stores is growing up as number of online stores increased. In order to be sustainable in this market, it is an important issue to determine how to make consumers want to purchase persistently. Besides the ratio and influence of female shoppers in the online shopping are increased year by year, moreover there are 80 percent consuming behavior or decision powers from female directly or effecting by female. However, although consumers` repurchase intention can be affect by satisfaction based on previous studies, they also repurchase because of inertia. And when consumers consider whether purchase or not, word of mouth will be a significant basis and a referable value for decision, for example, customers who purchase persistently because of satisfaction or inertia at first, they may strengthen their repurchase intention on the online shopping stores after receiving positive word of mouth. In this highly competitive and networked environment, when consumers are not satisfied with the situation encountered in the transaction with original shopping store and moreover exceed their tolerance level, or when they know there are other influential and attractive promotions, they can easily use mouse switch to other attractive online shopping stores.
　　So in this study we will consider the influence of online female shoppers` inertia and satisfaction on repurchase intention to online shopping stores, and further we will consider the moderating effect of word of mouth on the relationship between both consumer inertia and satisfaction to repurchase intention, and the moderating effect of alternative attraction on the relationship between both consumer inertia and satisfaction to repurchase intention. According to the research results, female shoppers’ inertia and satisfaction have positive effects on repurchase intention significantly; moreover, consumer inertia is more effective than customer satisfaction on the repurchase intention. The moderating effects of positive word of mouth from others is negative significantly on the relationship between consumer inertia and repurchase intention, and is positive significantly on the relationship between customer satisfaction and repurchase intention. But the moderating effect of alternative attraction is insignificant both on the relationship between consumer inertia and repurchase intention, and on the relationship between customer satisfaction and repurchase intention. Based on research results, we will provide suggestions and be a reference for online shopping site operators to make management strategies based on this research results.

目　錄
誌謝　…………………………………………………………………….…………... i
摘要　…………………………………………………………………….………...... ii
目錄 ...……………………………………………………………...….….………...... v
圖目錄 ………………………………………………………...………….................. vi
表目錄 …………………………………………………………...…………..……... vii
第一章　緒論 ……………………………………………………………….………. 1
第一節　研究動機與目的 ….……………………………………..………..………. 1
第二節　研究流程與論文架構 ….…...………………………………..……............ 3
第二章　文獻探討與假說建立 …….………………………………………………. 5
第一節　再購意願 …………….……………………………………..……………... 5
第二節　消費慣性 …………………………...……………………………………... 5
第三節　顧客滿意度 ……………………………….………………...…………...... 6
第四節　口碑 ……………………………..……………………...…………………. 7
第五節　其他店家吸引力 …………………………….………….…..…….............. 8
第三章　研究方法 …………………………………….………….…...…………... 10
第一節　研究構念操作化 ……………………………..………………………...... 10
第二節　問卷設計 …………………………………………………..…………...... 11
第三節　研究對象與抽樣設計 ………………………….………………………... 13
第四節　資料分析方法 …………………………………………….……………... 14
第四章　研究結果與討論 ………………………………………………..……...... 16
第一節　樣本結構 ………………………………………………..…….................. 16
第二節　模型與研究假說 …………………………………………………............ 16
第三節　討論 ………………………………………………………………............ 23
第五章　結論與建議 ……………………………………………………………… 28
第一節　結論 ………………………………………………………………............ 28
第二節　管理意涵 …………………………………………………………............ 28
第三節　研究限制與後續研究建議 ………………………………………............ 31
參考文獻 ……………………………………………………………………............ 33
附錄－網路購物消費者消費慣性之線上正式問卷　……………………………. 39

圖目錄
圖1 研究流程架構圖 …………………………………………….………………….. 4
圖2 研究模型 ………………………………………………………………………... 9
圖3 研究模式路徑圖 ..……………………………………………………………... 22
圖4 口碑在消費慣性對於再購意願之調節效果 ..………………………………... 25
圖5 口碑在顧客滿意度對於再購意願之調節效果 ..……………………………... 25
圖6 其他店家吸引力在消費慣性對於再購意願之調節效果 …………………..... 27
圖7 其他店家吸引力在顧客滿意對於再購意願之調節效果關係 ………..……... 27

表目錄
表1 傳統口碑與電子口碑差異比較表 ………………………………………........... 7
表2 研究構念與衡量題項彙整表 ………………………………………………..... 13
表3 樣本結構分佈表(n=749) ………………………………………………...…….. 17
表4 信度分析結果彙整表 ………………………………………………………..... 18
表5 相關係數矩陣分析 …………………………………………………………..... 19
表6 研究模型之直接效果檢定摘要表 ..................................................................... 19
表7 口碑於消費慣性與顧客滿意度對再購意願之階層迴歸分析 ......................... 21
表8 其他店家吸引力於消費慣性與顧客滿意度對再購意願之階層迴歸分析 …. 22
表9 假說檢定結果彙整表 ......................................................................................... 23

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