商業交易模式隨著時間不斷的變化，雖然電子商務交易日新月異，但並非所有人都能接受這種交易模式，在票券產業消費者面對通路的虛擬，以及票券使用的認知不一致性，使得實體票券在實體通路商店販售模式似乎重新被消費者所青睞。
本研究根據顧客認知價值理論、及信任理論、滿意度及再購意圖，提出一研究架構，並以實體票券通路商店消費者為研究對象，資料蒐集方法是針對實體票券通路商店內消費的消費者以及便利抽樣為主，以及進行探討，共取得347份有效樣本。
本研究以結構方程模式(SEM)驗證研究假設，經由實證得出以下結果：(1)認知價值會正向影響顧客信任、顧客滿意度及顧客在購意圖(2) 顧客信任會正向影響顧客滿意度；但對再購意圖沒有直接影響，而是藉由滿意度進行中介(3)顧客滿意度會正向影響顧客再購意圖。
本研究結果顯示企業提高顧客的認知價值才能最有效的提高顧客的在購意圖，藉由提高顧客的認知價值，能同時增加顧客信任、滿意度及再購意圖。企業在制定政策時必須了解消費者心中的認知價值形成因素，了解並滿足消費者的需求，提升其滿意度，而非單靠形式上的信任政策，期待顧客會再度消費。

Business transcation model is constantly changing with time. Although E-commerce transaction changes every day, not everyone can accept this transcation model. Facing the virtuality of channel and the cognitive inconsistency of using ticket in the ticket industry, customers seem to favour physical tickets and physical channel business model.
Based on theories of customer perceived value, trust, satisfaction and repurchase intention, the study proposes a research framework. Customers of physical ticket channel are used as the main research objects. Focusing on customers who consumed in physical ticket channel, this research adopts the convenient sample investigation method. A total of 347 valid questionnaires are received.
This study uses SEM to verify hypothesis, and empirical results are as followings: 1. perceived value will positively influence customer trust, customer satisfaction and repurchasing intention. 2. Customers trust will positively influence customer satisfaction; but has no direct effect on repurchase intention, and satisfaction conducted by an intermediary. 3. Customer satisfaction will positively influence repurchase intention.
The results of this study show that improving customers’ perceived value is the most effective way to improve customers’ purchase intention. Moreover, by improving perceived value of customer, it can also increase customer confidence, satisfaction and repurchase intentions. Company must understand the form factor of perceived value in minds of consumer when developing policy. Company also needs to understand and meet the needs of consumers to enhance their satisfaction, instead of relying on trust policy.

摘要 i
ABSTRACT ii
致謝 iii
目錄 iv
表目錄 v
圖目錄 vii
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 票券類型簡介 6
第二節 各構念文獻探討 8
第三節 構念間之實證關係 16
第四節 研究架構 20
第参章 研究方法 21
第一節 研究對象與蒐集方法 21
第二節 研究變數的定義與衡量 22
第三節 問卷設計與前測 25
第肆章 實證分析與討論 36
第一節 基本資料輪廓 36
第二節 信度、效度及相關係數分析 40
第三節 整體模式之分析 45
第四節 假設檢定與結構式分析 47
第五章 結論 52
第一節 理論意涵 52
第二節 實務意涵 55
第三節 研究限制與未來研究方向 56
參考文獻 58
附錄、研究問卷 70

參考文獻
一、中文部分
蕭文龍，2014，統計分析入門與應用，一版，碁峰資訊股份有限公司，台北。
吳萬益，2008，企業研究方法，三版，華泰文化事業股份有限公司，台北。
溫素真，2004，” 消費者使用簡訊折價券之行為意圖”，高雄第一科技大學行銷與流通管理研究所，碩士論文。
周凱欣，2011，” 購買式折價券網站商業模式探討-從消費者決策觀點”，國立臺灣大學商學研究所，碩士論文。
廖柏凱，2012，” 從消費者決策觀點來探討Online to Offline折價券網站之商業模式-以餐飲服務為例”，國立臺灣大學商學研究所，碩士論文。
二、英文部分
Albrecht, K. (1992), The Only Thing that Matters. Harper Business, New York.
Anderson, Erin and Baron, A. Weitz (1992). ”The Use of Pledges to Build and Sustain Commitment in Distribution Channels, ”Journal of Marketing Research, 29 (Feb.), 18–34.
Anderson, E.W., and Sullivan, M. W. (1993), “The Antecedents and Conseqences of Customer Satisfaction for Firms,” Marketing Science, 12(2), 125-143.
Anderson, J.C. (1995), “ Relationships in business markets: exchange episodes, value creation, and their empirical assessment,”. Journal of the Academy of Marketing Science , 23(4), 346–350.
Anderson, J.C. and Gerbing, D.W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,” Psychological Bulletin, 103(3), 411-423.
Ajzen,I.and Fishbein, M. (1980), Understanding Attitudes and Predicting Behavior. Prentice Hall, New Jersey
Bagozzi, R. P. and Yi, Y. (1988),” On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, 16(1),74-94.
Balabanis, G., Reynolds, N., & Simintiras, A. (2006), “Bases of E-store Loyalty: Perceived Switching Barriers and Satisfaction,” Journal of Business Research 59(2),214-224
Baron, R. M., and Kenny, D. A. (1986), “The Moderator-Mediator Variable Distinction in Social Psychological research: Conceptual, Strategic, and statistical considerations”,Journal of Personality and Social Psychology, 51(6), 1173-1182
Badrinarayanan, V., Becerra, E.P.,Kim,C.-H.and Madhavaram, S.(2012), “Congruence and transference effects in online stores of multi-channel retailers: initial evidence from the U.S. and South Korea”, J. Acad. Marketing, 40(4), 539-557.
Baker, Julie, Grewal, Dhruv, and Parasuraman A.(1994),”The influence of store environment on quality inferences and store image”, Journal of the Academy of Marketing Science, 22(4), 328-339.
Becker, J.-M., Klein, K., and Wetzels, M. (2012), “Hierarchical Latent Variable Models in PLS-SEM： Guidelines for Using Reflective-Formative Type Models” Long Range Planning 45(5-6），359-394
Berne, Carmen, Mugica, Jose M., and Yague, M. J. (2001),”The effect of variety-seeking on customer retention in services”, Journal of Retailing and Consumer Services, 8, 335-345.
Bendapudi, N. and Leone, R. P. (2003), “Psychological Implications of Customer Participation in Co-production” , Journal of Marketing, 67(1), 14-28.
Benedicktus, R. L., Brady, M. K. Brady, Darke, P. R. and Voorhees, C. ,(2010) “Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion,”, Journal of Retailing, 86(4), 322-335.
Bentler, P. M. and Bonett, D. G. (1980), “Significance Tests and Goodness of Fit in the Analysis of Covariance Structures”, Psychological Bulletin, 88,588-606.
Berry, L. L. (1995), “Relationship Marketing of Services Growing Interest, Emerging Perspectives,” Journal of the Academy of Marketing Science, 23(3), 236-245.
Berry, L. L., and Parasuraman, A. (1991), “ Marketing Service-Competing Through Quality,” New York7: The Free Press.

Bettencourt, L. A. (1997), ”Customer Voluntary Performance: Customers as Partners in Service Delivery,” Journal of Retailing, 73(3), 383-406.
Bhote, K. R. (1996), “Beyond Customer Satisfaction to Customer Loyalty-The Key to Greater Profitibility,” American Management Association, New York, 31.
Blau, P.M. (1964), Exchange and Power in Social Life, New York: Wiley.
Blalock, H, M, （1964）, Causal Inferences in Nonexperimental Research, University of North Carolina Press , Chapel Hill. NC.
Bollen (1989), Structural Equations with Latent Variables, A Willy-Interscience Publication.
Bolton, R. N., and Lemon, K. N. (1999),”A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction”, Journal of Marketing Research, 36, 171-186.
Bolton, R. N. and Shruti, S. (2009), “Interactive Services: A Framework, Synthesis and Research Directions” , Journal of Interactive Marketing, 23 (February), 91-104.
Brennan, R.and Henneberg, SC. (2008), “Does political marketing need the concept of customer value?”, Marketing Intelligence and Planning , 26(6), 559–572
Bridges E., Florsheim R.(2008),” Hedonic and utilitarian shopping goals: the online experience” J. Bus. Res, 61, 309-314
Cadotte, R.E., Woodruff, R. B. and Jenkins, R. L. (1987),”Expectations and Norms in Models of Consumer Satisfaction” , Journal of Marketing Research ,25 (August), , 305-314.
Chan Kimmy Wa, Yim Chi Kin (Bennett), and Lam Simon S.K. (2010), “Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures”, Journal of Marketing, 74 (May), 48–64.
Chin, W. W. (1998b). “The partial least squares approach to structural equation modelling. “, Modern methods for business research , 295–336
Chiou, J-S. and Droge (2006),”Cornelia Service Quality, Trust, Specific Asset Investment,and Expertise:Direct and Indirect Effects in a Satisfaction-Loyalty Framework”, Journal of the Academy of Marketing Science, 34(4), 613-627.
Childers, T.L., Carr, C.L., Peck, J.and Carson, S.(2001),”Hedonic and utilitarian motivations for online retail shopping behavior” J. Retailing, 77, 511-535
Churchill, G. A., Jr. (1979),” A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16(February), 64-73.
Colgate, M. and Lang,B. (2001), “Switching barriers in consumer markets: an investigation of the financial services industry”, Journal of Consumer Marketing, 18(4), 332-347.
Colgate, M., and Lang, B. (2001),” Switching Barriers in Consumer Markets: an Investigation of the Financial Services Industry,” Journal of Consumer Marketing, 18(4), 332-347.
Cronin, J.J., Brady, M.K. and Hult, G.T.M.(2000) Assessing the effects of quality, value and customer satisfaction on consumer behavioural intentions in service environments. Journal of Retailing, 76(2), 193–218.
Dai, Y.D. (2002),” Overall Customer Satisfaction, Trust, and Commitment in Customer Voluntary Performance Behaviors with Travelers in Lodging Services”, Unpublished doctoral dissertation, The Pennsylvaniz State Universitym University Park.
Das, T., and Teng, B.S. (1998a). Between trust and control: Developing confidence in partner cooperation in alliances. The Academy of Management Review, 23(3), 491-512.
Day GS. 1999. Market Driven Strategy. Processes for Creating
Value (2nd edn). The Free Press: New York.
De Ruyter, J. K., Wetzels, M., Lemmink, J., and Mattson, J. (1997),”The dynamics of the service delivery process: a value-based approach”, International Journal of Research in Marketing, 14, 231-243.
Dick, A. S. and Basu, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, 22, 99-113.
Dodds, W.B. (1991),“In search of value: how price and store name information influence buyers product perceptions. ” journal of Services Marketing, 5, 27-36.
Doney,P.M.and Joseph P.C.(1997),“An Examination of the Nature of Trust in Buyer–Seller Relationships,” Journal of Marketing, 61(2),35-51.
Eastlick, M.A., Lotz, S.L.and Warrington, P.(2006),” Understanding online B-to-C relation-ships: an integrated model of privacy concerns, trust, and commitment”, J. Bus., 59(8), 877-886.
Feng, R. and Morrison, A.M. (2007), Quality and value networks. marketing
travel clubs. Annals of Tourism Research 34(3), 588-609.
Fornell and Larcker (1981),” Structural Equation Models with Unobservable Variables and Measurement Errors , “ Journal of Marketing Research, 18(2), 39-50.
Fornell and Claes (1992),”A national Customer Satisfaction Barometer: The Swedish Experience, “Journal of Marketing, 56(Jan), 6-21.
Grewal, Dhruv, Kent B. Monroe, and R. Krishnan (1998), “The Effects of Price-Comparison Advertising on Buyers'' Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions,” Journal of Marketing, 62 (Apr),46-59.
GALLARZA, M. G., SAURA, I. and HOLBROOK, M. B.(2011),”The value of value: Further excursions on the meaning and role of customer value”, Journal of Consumer Behavior, 10, 179-191
Gabbott M.and Hogg G.(1998), Consumer and Services. Wiley: Chichester.
Groth, M. (2005),” Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries,” Journal of Management,31(1),7-27.
Groth, J. C. (1995a),”Important factors in the sale and pricing of services”, Management Decision, 33(7), 29-34.
Groth, J. C. (1995b),”Exclusive value and the pricing of services”, Management Decision, 33(8), 22-29.
Gronroos, C. (1997),”Value-driven relational marketing: from products to resources and competencies”, Journal of Marketing Management, 13(5), 407-420.
Gwinner, K.P., Gremler, D.D.and Bitner, M.Jo. (1998),”Relational benefits in service industries: The customer’s perspective”Journal of the Academy of Marketing Science, 26(2), 101-114.
Ha, S.and Stoel, L.(2009),” Consumer e-shopping acceptance: antecedents in a technology acceptance model”, J. Bus. Res., 62, 565-571.
Harris, Lloyd C. and Goode, Mark M.H., (2004) “The four levels of loyalty and the pivotal role of trust: a study of online service dynamics,” Journal of Retailing, 80, 139-158
Hairs, Jr.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate data analysis,5th ed. , New York: Macmillan.
Hawes,J.M.,Kenneth,E.M. and John, E.S.(1989),“TrustEarning Perceptions ofSellersandBuyers,” Journal of Personal Selling & Sales Management, 9, 1-8.
Heide, J. B. and Weiss , A. M. (1995), "Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets." Journal of Marketing 59 (July), 30-43.
Hellier, P.K., Geursen, G.M., Carr, R.A. and Rickard, J.A. (2003), “Customer repurchase intention: a general structural equation model. European Journal of Marketing 37, 1762-1800.
Holbrook, M.B, Corfman KP.(1985), Quality and value in the consumption experience: Phaedrus rides again. In Perceived Quality: How Consumers View Stores and Merchandise, Jacoby J., Olson, J. C. (eds), Health and Company: Lexington, MA, 31-57.
Holbrook, M.B. (1994), The nature of consumer value. In Service Quality: New Directions in Theory and Practice, Rust RT, Oliver RL (eds), Sage Publications: Newbury Park, CA, 21-71.
Holbrook. M.B. (1999), Introduction to consumer value. In Consumer Value: A Framework for Analysis and Research, Holbrook MB (ed.). Routledge: London, UK, 1-28.
Gundlach, Gregory T., and Murphy, P. E. (1993),”Ethical and legal foundations of relational marketing exchanges”, Journal of Marketing, 57, 35-46.
Harrison, M. D. and Chervany, N. L.(2001), “Trust and Distrust Definitions: One Bite at a Time,” in Trust in Cyber-societies: Integrating the Human and Artificial Perspectives, Berlin, Germany: Springer, 27-54.

Hsieh, Y.C., Chiu, H.C., and Chiang, M.Y. (2005),” Maintaining a Committed Online Customer: A Study Across Search-Experience-Credence Products,” Journal of Retailing, 81(1), 75-82.
Hoffman, D. L., Novak, T.P. and Peralta, M.A. (1999a),”Building consumer trust online environments: The case for information privacy”, Communications of the ACM, 42(4), 80-85.
Hoffman, D.L., Novak, T.P.and Peralta, M.A. (1999b),”Information privacy in the marketspace: Implications for the commercial uses of anonymity on the web” The Information Society, 15(2),129-140.
Hu, L. T. and Bentler, P. M. (1999),” Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6, 1-55.
Hu, H-H., Kandampully J.and Juwaheer TD. (2009),” Relationships and impacts of service quality, perceived value, customer satisfaction and image: an empirical study,”The Service Industries Journal, 29(2), 111-125.
Irem, E. M. (2011), “Online Group Buying: What Is There For The Consumers? “,Procedia Social and Behavioral Sciences ,24, 308-316.
Wang, J. J., Zhao, X. and Li J. J. (2013), “Group Buying: A Strategic Form of Consumer Collective” , Journal of Retailing, 89(3), 338-351
Jones, M.A., Mothersbaugh, D. and Beatty S. E. (2002), “Why Customer Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes,” Journal of Business Research, 55, 441-450
Jones, M.A., Mothersbaugh, D.L. and Beatty, S.E. (2000) ,” Switching Barriers and Repurchase Intentions in Services,” Journal of Retailing, 76(2), 259-74.
Kennedy,M.S.,Linda K.F. and Debbie,T.L.(2001),“Consumers’ Trust of Sales person and Manufacturer : An Empirical Study” Journal of Business Research, 51(1),73–86.
Keillor, B. D., Parker, R. S. and Pettijohn, C. E. (1999),”Sales Force Performance Satisfaction and Aspects of Relational Selling: Implications for Sales Managers”,Journal of Marketing Theory and Practice, 7(1), 101-115.
Kivela, J., Inbakaran, R. and Reece, J.(1999), “Consumer research in the restaurant environment, part 1: a conceptual model of dining satisfaction and return patronage”, International Journal of Contemporary Hospitality Management, 11(5), 20-22.
Lai, AW. (1995),“Consumer values, products benefits, and customer value: a consumption behavior approach,” Advances in Consumer Research, 22, 381-388.
Lam, S. Y., Venkatesh, S., Erramilli, M. K. and Murthy, B. (2004),” Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context”, Journal of the Academy of Marketing Science,32(3), 293–311.
Lee CK., Yoon YS. and Lee SK. (2007), “Investigating the relationship among perceived value, satisfaction and recommendations: the case of the Korean DMZ”, Tourism Management, 28, 204-214.
Lin, C.H., Sher, P.J. and Shih, H-Y. (2005),“Past progress and future directions in conceptualizing customer perceived value” International Journal of Service Industry Management, 16(4), 318-336.
Lewis, D., and Weigert, A. (1985). Trust as a social reality, Social Forces, 63(4), 966-985.
Lichtenstein, Donald R. and William, O. B. (1989), “Contextual Influences on Perceptions of Merchants-Supplied Reference Prices,” Journal of Consumer Research, 15, (Sep), 55-66
Lin, N. P., Weng, J. C. M., and Hsieh, Y. C. (2003),” Relational Bonds and Customer’s Trust and Commitment-A Study on the Moderating Effects of Web Site Usage,” The Service Industries Journal, 23 (3), 2003, 103-124.
Lovelock, C. and Young, R. (1979), Look to Consumers to Increase Productivity, Harvard Business Review, 57(3), 168-178.
Luo, J. , Ba, S. and Zhang, H. (2012),“The effectiveness Of Online Shopping Characteristics and well-designed websites on satisfaction “,MIS Quarterly, 36(4), 1131-1144.
Lynch, Patrick, Kent, Robert and Srinivasan (2001),”The global internet shopper: Evidence from shopping tasks in twelve countries”, Journal of Advertising Research, 41(3), 15–23.
Mathwick, Charla, Malhotra, Naresh K.and Rigdon E. (2002),”The effect of dynamic retail experiences on experiential perceptions of value: An internet and catalog comparison”, Journal of Retailing, 78(1), 50-51.
Mayer, R. C., James H. D. and Schoorman F. D. (1995),”An Integrative Model of Organizational Trust”, The Academy of Management Review, 20(3), 709–34.
Meuter, M. L., Ostrom, A. L, Roundtree, R. I. and Bitner, M. J. (1998),” Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters,” Journal of Marketing, 64(3), 50–64.
Mills, P. K., and Morris, J. H. (1986),”Clients as “Partial” Employees of Service Organizations: Role Development in Client Participation,” The Academy of Management Review, 11(4),726-735.
Mittal, V., Ross, W. T., and Baldasare, P. M. (1998), “ The Asymmetric Impact of Negative and Positive Attribute-Level Performance of Overall Satisfaction and Repurchase Intentions,” Journal of Marketing, 62(1), 33-50.
Morgan, R. M. and Shelby D. H. (1994), "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing, 58(7),20-38.
O’Leary, S.and Deegan, J.(2005),”Ireland’s image as a tourism destination in France: attribute importance and performance”, Journal of Travel Research, 43(3), 247-256.
Oliver, R. L. and John E. S. (1989),” Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach,” Journal of Marketing, 53(April), 21–35.
Oliver, R. L. (1980),” A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.” Journal of Marketing Research, 17(Nov), 460-469
Oliver, R. L. (1981),”Measurement and evaluation of satisfaction processes in retail settings,” Journal of Retailing, 57(3), 25-48.
Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: Irwin/Mcgraw-Hill.
Oliver, R. L. (1999), “Whence Consumer Loyalty?” Journal of Marketing, 63 (Special Issue), 33-44.
Orth, U. R., Chameeva, T. B. and Brand K.(2013), “Trust during retail encounters: A touchy proposition”, Journal of Retailing, 89 (3), 301–314.
Pastore, Michael (2000), “Customer Loyalty Key to E-commerce Profitability,” ClikZ Network (accessed May 20, 2014), [available at http://www.clickz.com/stats/sectors/retailing/article.php/331431]
Patterson, P.G.and Spreng, R.A. (1997),”Modeling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination International” Journal of Service Industry Management ,8 (5), 414-434.
Peck H., Payne A., Christopher M.and Clark M. (1999), Relationship Marketing. Strategy and Implementation. Elsevier Butterworth-Heinemann: Oxford.
Peliter, J. W., and Westfall, J. E. (2000), “Dissecting the HMO-Benefits Managers Relationship: What to Measure and Why,” Marketing Health Services, 20(2), 4-13
Petrick, J.R. and Backman, S.J. (2002), “An examination of golf travellers’satisfaction, perceived value, loyalty, and intentions to revisit”,Tourism Analysis, 6(3–6), 223-237
Plummer, J. T. (1995).” The Concept and Application of Life Style Segmentation,” Journal of marketing, 58(5), 65-73.
Pura, M.(2005), “Linking perceived value and loyalty in location-based mobile services”, Managing Service Quality, 15 (6), 509-538.
Plymire, J. (1991),” Complaints as Opportunities”. Journal of Services Marketing, 5(1), 61-65.
Rao, S. and Perry, C. (2002), “Thinking about Relationship Marketing: Where are We Now,” Journal of business and industrial marketing,17(7),598-614.
Ring, P., and Van de Ven, A. (1992). Structuring cooperative relationships between organizations. Strategic Management Journal, 13(7), 483-498.
Rotter, J. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35(4), 651−665.
Rappa and Michael (2004), “Internet Privacy” (accessed May 20, 2014),[available at http://digitalenterprise.org/privacy/privacy.html].
Reichheld, F. F.and Schefter, P.. (2000),”E-loyalty your secret weapon on the Web” Harvard Business Review, 105–113.
Reibstein, D. J. (2002),”What attracts customers to online stores, and what keeps them coming back?”, Journal of the Academy of Marketing Science, 30(4), 465–473.
Rousseau, D.M.,Sim, B.S.,Ronald S.B. and Colin C.(1998),“Not so Different After All: A Cross-discipline View of Trust”, Academy of Management Review, 23, 393-404.
Rust, R. T., Inman, J., Jia, J., & Zahorik, A. (1999), ”What You Don’t Know about Customer Perceived Quality: the Role of Customer Expectation Distributions,” Marketing Science, 18(1), 77-92.
Ruyter,K. D.,Bloemer,J. and Peeters, P. (1997),”Measuring Service Quality and Service Satisfaction an Empirical Model,” Journal of Economic Psychologe, 18(4), 387-406.
Ryu K., Han H,and Kim, T.H. (2008),“The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions”, International Journal of Hospitality Management, 27, 459-469.
Sanchez, J., Callarisa,L., Rodriguez R. M. and Moliner, M. A. (2006), “Perceived value of the purchase of a tourism product,” Tourism Management, 27, 394-409
Sheth, J. N., Newman, B. I., and Gross, L. G. (1991a),”Why we buy what we buy: a theory of consumption values”Journal of Business Research, 22, 159-170.
Sheth, J. N., & Parvatiyar, A. (1995),”Relationship Marketing in Consumer Markets: Antecedents and Consequences,” Journal of the Academy of Marketing Science, 23(3), 255-271.
Shiau,W.L.and Luo, M. M. (2012) “Factors affecting online group buying intention and satisfaction: A social exchange theory perspective“ Computers in Human Behavior, 28, 2431-2444
Singh J.and Sirdeshmukh D. (2000),”Agency and trust mechanisms in consumer satisfaction and loyalty judgments”, Journal of the Academy of Marketing Science, 28(1), 150-168.
Sirdeshmukh, Deepak, Jagdip Singh and Barry Sabol (2002), "Consumer Trust, Value, and Loyalty in Relational Exchanges," Journal of Marketing, 66 (Jan.), 15-37.
Slater, S.F. (1997), “Developing a customer value-based theory of the firm”, Journal of the Academy of Marketing Science, 25(2), 162-167.
Smith, J.B. (1998), “Buyer-Seller Relationships: Similarity, Relationship Management, and Quality,” Psychology and Marketing, 15(1), 3-21.
Sobel、M. E. (1982). “Asymptotic confidence intervals for indirect effects in structural equation models”,Sociological methodology ,(13),290-312.
Schoder, Detlef, and Yin, P.L. (2000),”Building firm trust online”,Communications of the ACM, 43(12), 73-79.
Sparks B., Butcher K.and Bradley G. (2008),“Dimensions and correlates of consumer value: an application of the timeshare industry”,International Journal of Hospitality Management, 27, 98-108.
Srinivasan, S.S., Anderson R.and Ponnavolu K. (2002),”Customer loyalty in e-commerce: An exploration of its antecedents and consequences” Journal of Retailing, 78, 41-50.
Sultan, Fareena and Mooraj (2001),”Designing a trust-based E-business strategy”. Marketing Management,(6), 40-45.
Sweeney J.and Soutar G. (2001), “Consumer perceived value: the development of a multiple item scale”,Journal of Retailing , 77, 203-207.
Sweeney and Soutar (2011),“Consumer perceived value: The development of a multiple item scale, Modeling e-coupon proneness as a mediator in the extended TPB model to predict consumers’ usage intentions ,” Internet Research, 21(5), 508-526.
Vargo, S. and Lusch, R. (2004), “Evolving to A New DominantLogic for Marketing”, Journal of Marketing, 68(1), 1-17.
Verhoef, P.C., Franses, P. H. and Hoekstra, J. C. (2002),”The effect of Relational Constructs on Customer Referrals and Number of Services Purchased from a Multiservice Provider: Does Age of Relationship Matter?” Journal of Academy of Marketing Science, 30(3), 202-216.
Wang Y, Lo H-P and Yang Y. (2004), “An integrated framework for service quality, customer value, satisfaction: evidence from China’s telecommunication industry”, Information Systems Frontiers, 6(4), 325-340.
Confusion to Decision Satisfaction: The Role of Choice Goals”, Psychology and Marketing, 30(4), 295-304.
Westbrook, R. A. (1980), "Intrapersonal Affective Influences on Consumer Satisfaction with Products," Journal of Marketing Research, 7, 49-54.
Williams, J. D., Han, S. L. and Qualls, W. J. (1998),” A Conceptual Model and Study of Cross-Cultural Business Relationships,” Journal of Business Research, 42(2), 135-143.
Wilson, D. T. (1995),” An Integrated Model of Buyer-Seller Relationships,” Journal of the Academy of Marketing Science, 23(1), 335-345.
Woodruff, B.R. and Gardial, F.S. (1996), Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction.Blackwell Business: Malden.
Wulf, K. D., Gaby, O. S. and Dawn I. (2001), "Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration," Journal of Marketing, 65 (4), 33-50.
Yi, Y., (1990), “A critical review of consumer satisfaction,” In: Zeithaml, V.A. (Ed.), Review of Marketing. American Marketing Association, Chicago, 68-123.
Yi Y., Nataraajan R and Gong T. (2011), “Customer Participation and Citizenship Behavioral Influences on Employee Performance, Satisfaction, Commitment, and Turnover Intention,” Journal of Business Research, 64(1), 87-95.
Zeithaml VA. (1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence”, Journal of Marketing ,52, 2-22.
Zeithaml, V.A. and Bitner M.J. (2000), Services Marketing: Integrating Customer Focus across the Firm, 2rd. Ed, McGraw-Hill, London.
Zeithaml, V.A., Berry, L.L. and Parasuraman, A., (1996),” The Behavioral Consequences of Service Quality,” Journal of Marketing, 60(April), 31–46.
Zeithaml, V,A, and Bitner, M.J. (1996), Services Marketing. McGraw Hill:USA. Thaler R. 1985. Mental accounting and consumer choices. Marketing Science 4: 199–214
Zhao X., Liu Y., Bi H. and Law R.(2014),”Influence of coupons on online travel reservation service recovery”, Journal of Hospitality and Tourism Management, 21,18-26.