本研究探討社群網站互動性對顧客忠誠度的影響。並以顧客關係為中介變數。統計方法上，使用描述性統計分析、因素分析、信度分析、路徑分析來驗證假設。

本研究結果指出，社群網站互動性對顧客忠誠度並沒有明顯正向影響，但是社群網站互動性對顧客關係品質是有顯著影響，同時證實顧客關係品質的確具有中介效果，當社群網站互動性提高顧客關係品質也會發揮中介效果，間接影響顧客忠誠度的提升。因此我們可以推論社群網站的互動性仍舊可以提升社群網站的忠誠度，但是社群網站業者不能一昧增加互動功能，要考慮到使用者是否真正感受到整體社群網站互動性的提升。

The study examines the effects of customer loyalty on social network sites. Use customer relationship as the intermediary variable. In the statistical method, this study utilizes SPSS and PLS to test the hypotheses.

The results show that there is no direct positive influence between the interac-tivity of a website and customer loyalty. However, significant indirect relationships exist. That is, the perceived interactivity of a website can affect the relationship qual-ity, which will in turn affects customer loyalty. Relationship quality has a mediating effect between website interactivity and customer loyalty.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．． 3
　　第三節　　研究目的．．．．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　虛擬社群．．．．．．．．．．．．．．． 6
　　第二節　　互動性．．．．．．．．．．．．．．．． 10
第三節　　關係行銷．．．．．．．．．．．．．．． 16
第四節　　顧客忠誠度．．．．．．．．．．．．．． 24
第三章　　研究方法．．．．．．．．．．．．．．．．． 28
第一節　　研究架構．．．．．．．．．．．．．．． 28
第二節　　研究假設．．．．．．．．．．．．．．． 29
第三節　　變項定義與衡量．．．．．．．．．．．． 32
第四節　　樣本研究與資料收集．．．．．．．．．． 36
第五節　　資料分析方法．．．．．．．．．．．．． 36
第四章　　統計分析與研究結果．．．．．．．．．．．． 38
第一節　　樣本資料結構分析．．．．．．．．．．． 38
第二節　　因素分析及信度分析．．．．．．．．．． 42
第三節　　假說檢定．．．．．．．．．．．．．．． 43
第五章　　結論與建議．．．．．．．．．．．．．．．． 51
　　第一節　　研究結論．．．．．．．．．．．．．．． 51
　　第二節　　管理意涵．．．．．．．．．．．．．．． 53
　　第三節　　研究限制與未來研究建議．．．．．．．． 54
參考文獻　．．．．．．．．．．．．．．．．．．．．． 56
附錄Ａ　正式問卷．．．．．．．．．．．．．．．．．． 67

一、中文部分

丁耀民(2005)，人際關係網路對虛擬社群使用意願的影響，清華大學資訊系統與應用研究所未出版之碩士論文。

財團法人台灣網路資訊中心TWNIC(2011)，台灣網際網路使用調查[線上資料]，來源：http://www.twnic.net.tw/download/200307/ 200307index.shtml [2011, October 6]。

莊弼棕(2006)，品牌社群成員之四種網絡關係對品牌社群認同度與忠誠度之影響－以汽車社群為例，成功大學國際企業研究所未出版之碩士論文。

陳映儒(2011)，社群網站特性與使用者忠誠度、持續參與意圖之關係研究，東吳大學企業管理學系碩士班未出版之碩士論文。

陳柏憲(2009)，顧客關係、品牌知名度、企業形象、服務品質、顧客滿意度與顧客忠誠度間關係之研究－以國內醫療器材業為例，交通大學企業管理碩士學程未出版之碩士論文。

鄒鴻泰，陳家祥(2007)，參與虛擬社群因素對忠誠度影響之探討－以網絡書店為例，中華管理評論，10(4)，1-24。

鐘瓅萱(2009)，探討Facebook 使用者在社會連結、寂寞感、忠誠度的關聯，中正大學電訊傳播所未出版之碩士論文。
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