網際網路的發達，帶給人們生活上的便利性，也改變其生活型態。隨著網路科技的便利性，讓業者開創出無限商機。舉例來說，原本實體商店的市場競爭，隨著網路市場規模的開拓，而更多了一個激烈的商業戰場。然而，網路商店的激烈競爭，讓經理人不斷地思考，如何維持顧客的忠誠行為。在過去的研究當中，對於網路商店「再購意願」的影響機制相當分歧。本研究主要在於提出一個整合性的模型，探討影響消費者「忠誠意向」的「前置因素」與「中介機制」。在前置因素部分為「認知價值」因子，而中介機制部分包含「認同度」及「滿意度」因子，此外，並以「聲望」作為干擾因子，探討其對前置因素與中介機制的影響。透過結構方程模式的驗證，本研究發現，影響消費者的「認知價值」係為一個二階結構的高階構念，其中共包含六個子構面，本研究也將此六個價值構面進行其相對重要性之檢定。其次，本研究結構模型之驗證發現：外在聲望會正向地影響消費者認知價值對「滿意度」之間的關係，但對消費者認知價值對「滿意度」之間的關係並不顯著。另外，本研究並以分量迴歸 (quantile regression) 針對不同忠誠度的消費者進行分析，結果顯示：「認同度」對於忠誠度相對較低的消費者而言，其影響效果最大；而「滿意度」對於忠誠度相對較高的消費者而言，則是呈現先增後減的「倒U」現象。
呈上述，本研究進一步延伸網路顧客關係管理之文獻，透過質性訪談和文獻探討，研究結果發現消費者對網路商店的認知價值重視面向各有不同，其中消費者最在意的是網路商店的「娛樂性」，其次即是「退換貨的服務」。在網路購物的情境之下，本研究的結果在管理面的意涵具有相對重要性的意義。藉由了解消費者對虛擬商店的認知價值之不同的相對重要程度結果，可以知道：目前虛擬商店管理者在設計網路商店界面時，首當重視其娛樂性的豐富度，因此可增設抽獎遊戲、提高選購過程的樂趣等，接著，從消費者第二在乎的價值為退換貨的服務可知，消費者對於網路購物依舊存在不信任感，網路商店經理人應從提高消費者信任度著手，降低顧客的疑慮。網路商店經理人可從了解該店帶給消費者的價值，並確認顧客關係之維繫，進而依其不同關係特質來訂定關係管理方案。

With the the Internet developed, it not only brings the convenience of live, but also changes human’s lifestyle. For example, physical store competition in the market, which is with the online market explanded, adds a fierce commercial battle. However, the online stores fierce competition let managers constantly think about how to maintain customer loyal behavior. In the past study, for the online stores, “repurchase intentions” of mechanisms are quite diverse. This study is to propose an integrated model to explore the impact of consumer “loyalty intention” . The important results of the study are as follows: 1. Consumer's “perceived value” is a higher order structure of the constructs, which contains a total of six sub-dimensions, and the most important dimension we found is “entertainment”. 2. External prestige has a positive impact on the relationship between consumer perceived value and “satisfaction”, but the relationship between the perceived value to consumers and “satisfaction” is not significant. 3. In this study, quantile regression for the different consumer loyalty conducted analysis showed that: for the relatively low loyalty consumers, “recognition level” impact is greatest; and for the relatively high loyalty consumers, “satisfaction” is at first increased and then decreased in the “inverted U” phenomenon.
Under the Internet shopping environment, the results of this study have implications in the management of the relative importance of surface meaning. Online Stores’ managers can understand the value to consumers and make sure to maintain customer relationship, and then the future according to their different characteristics between relationship management solution program.

第一章 緒論 ................................................................................................... 1
第一節 研究背景與動機............................................................................... 1
第二節 研究目的 .......................................................................................... 4
第三節 論文結構與研究流程 ....................................................................... 5
第二章 文獻探討 ............................................................................................ 7
第一節 關係行銷 ........................................................................................ 7
第二節 忠誠度 .......................................................................................... 13
第三節 認同度 .......................................................................................... 19
第四節 顧客滿意度 .................................................................................. 24
第五節 認知價值 ...................................................................................... 30
第六節 聲望.............................................................................................. 36
第三章 研究設計 .......................................................................................... 39
第一節 研究架構 ...................................................................................... 39
第二節 研究假說與推論 .......................................................................... 41
第三節 研究對象 ...................................................................................... 45
第四節 題項的衡量 .................................................................................. 46
第五節 統計分析方法 .............................................................................. 49
第四章 資料分析與實證結果 ...................................................................... 51
第一節 二階因素分析 .............................................................................. 51
第二節 研究題項的衡量 .......................................................................... 54
第三節 衡量模型的評估 .......................................................................... 56
第四節 結構模型 ...................................................................................... 60
第五節 干擾效果檢定 .............................................................................. 62
第六節 額外分析--分量迴歸分析 ............................................................ 63
第五章 結論與建議 ...................................................................................... 67
第一節 結論與討論 .................................................................................. 67
第二節 研究限制與後續研究方向 ........................................................... 70
參考文獻 ......................................................................................................... 71

資策會，2009，http://mic.iii.org.tw/intelligence/pressroom/pop_pressfull.asp?sno=173&type1=2 ，2010年10月2日
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