根據資策會2007年報導指出，台灣網路美容保養品類別市場規模由2004年的20億台幣，預估至2008年將成長至116億台幣，就各產品成長率而言，2008年美容保養品類別成長率將居冠，達71%。另根據資策會研究報告指出，2006年台灣電子商店整體平均退出比例為13.9%，但以販售美容保養產品為主的電子商店退出率卻高達18.04%，顯示販售美容保養品為主的電子商店其競爭相當激烈，對於業者而言，如何吸引顧客重覆購買，保持忠誠行為，乃是網路化妝品經營業者最須關切的重要課題。據此引發本研究的研究動機：針對台灣網購化妝品市場進行相關的研究探討。本研究以網站形象、網購價值為前因變數，以網購滿意為中介變數，透過線性結構方程式模式來探討台灣網購化妝品忠誠行為。經實證分析結果如下： 
一、在台灣網購化妝品市場中，網購滿意會直接影響網購忠誠。 
二、在台灣網購化妝品市場中，網購價值為網購滿意之重要前因；而網站形象需經由網購價值才能影響網購滿意。 
三、在台灣網購化妝品市場中，網購滿意扮演影響網購忠誠重要的中介角色。 
四、在台灣網購化妝品市場中，網站形象無法直接影響網購忠誠。

According to the report made by MIC in 2007, Taiwan’s cosmetics market will grow up to NT$ 11.6 billion in 2008 from NT$ 2 billion in 2004. Considering the growth rates of all products, the cosmetics products will reach 71% in 2008. However, another report of MIC indicates that the retreat rate of on-line shops selling cosmetics is 18.04% higher than the average retreat rate of all the on-line shops which is 13.9%. That means the competition among the on-line shops selling cosmetics is very fierce. So, it is very important for the on-line shops selling cosmetics to maintain the customers’ loyalty. This research focused on the Taiwan’s on-line cosmetics market.
This research analyzed the loyal behavior on Taiwan’s on-line cosmetics market through Structural Equation Modeling (SEM) and take website image and e-customer value as antecedents and the e-customer satisfaction as mediating variable. 
There are four results from this research:
1.The e-customer satisfaction has a direct influence on e-customer loyalty in Taiwan’s on-line cosmetics market.
2.The e-customer value is a crucial antecedent and the website image influence e-customer satisfaction through e-customer value.
3.The e-customer satisfaction is the most important mediator in Taiwan’s cosmetics on-line market.
4.The website image has no direct influence on the e-customer loyalty in Taiwan’s on-line cosmetics market.

目錄……………………………………………………………………………….……I
表目錄…………………………………………………………………………….….III
圖目錄…………………………………………………………………………….…..V
第一章  緒  論…………………………..…………………………………………1
第一節  研究背景……………………………………………………………………1
第二節  研究動機……………………………………………………………………4
第三節  研究目的……………………………………………………………………6
第四節  研究範圍與對象……………………………………………………………7
第五節  研究流程……………………………………………………………………8
第二章  文獻探討……………………………………………………………………9
第一節  網路購物……………………………………………………………………9
第二節  網站形象……………………………………………….………………….14
第三節  網購價值……………………………………………….………………….20
第四節  網購滿意……………………………………………….………………….27
第五節  網購忠誠…………………………………………………………………..35
第六節  國內相關研究……………………………………………………………..42
第三章  研究方法…………………………………………………………………..43
第一節  觀念架構…………………………………………………………………..43
第二節  研究假說…………………………………………………………………...........44
第三節  研究變數之操作性定義與衡量項目……………………………………..46
第四節  研究設計與抽樣方法……………………………………………………..51
第五節  資料分析方法……………………………………………………………..52
第四章  資料分析與結果……......…………………………………………………55
第一節  敘述性統計分析…………………………………………………………..55
第二節  信度分析…………………………………………………………………..62
第三節  結構方程模式分析………………………………………………………..63
第五章  研究結論與發現…………………..………………………………………75
第一節  研究結論………………………………………………………………….......75
第二節  研究發現…………………………………………………………………..77
第三節  研究限制與未來研究建議………………………………………..………79
參考文獻……………………………………………………………………………80
附錄  研究問卷……………………………………………………………………..94


表 目 錄
表 1 1  台灣2006-2008年網路購物市場各產品區隔成長率………..……………2
表 2 1  公司形象之定義彙整表………………………..………………………….15
表 2 2  公司形象之衡量構面彙整表……………………..……………………….18
表 2 3  知覺價值之定義彙整表………………………………………………..… 21
表 2 4  知覺價值之衡量構面彙整表………………………………………...……25
表 2 5  顧客滿意之定義彙整表…………………….……………………………..29
表 2 6  顧客忠誠之定義彙整表…………………………………………...………36
表 2 7  顧客忠誠之衡量構面彙整表……………………………………...………39
表 2 8  一般忠誠與網路忠誠之比較………………………………………...……41
表 3 1  網站形象之操作性定義與衡量項目…………………….…………..……46
表 3 2  功能價值之操作性定義與衡量項目…………………….…………..……47
表 3 3  情感價值之操作性定義與衡量項目…………………….……..…………48
表 3 4  象徵價值之操作性定義與衡量項目…………………….……………..…49
表 3 5  網購滿意之操作性定義與衡量項目…………………….………………..49
表 3 6  網購忠誠之操作性定義與衡量項目…………………….………………..50
表 3 7  問卷回收情形分析表…………………………………….………………..51
表 3 8  整體配適度指標與理想評估準則……………………….………………..54
表 4 1  受訪對象最常使用的購物網站……………………………………...……55
表 4 2  受訪對象每年平均花多少錢在網路購買化妝品…………………...……56
表 4 3  受訪對象每年上網購買化妝品的次數…………………………...………57
表 4 4  受訪對象之性別分佈情形……………………………………………...…57
表 4 5  受訪對象之年齡分佈情形…………………………………………...……58
表 4 6  受訪對象之教育程度分佈情形……………………………………...……59
表 4 7  受訪對象之居住地區分佈情形……………………………………...……59
表 4 8  受訪對象之每月平均收入分佈情形……………………………...………60
表 4 9  本研究各構面之衡量變數與信度…………………………………...……62
表 4 10 結構方程模式之參數說明……………………………………………...…64
表 4 11 整體模式配適度指標…………………………………………………...…68
表 4 12 衡量模式之評估……………………………………………………...……70
表 4 13 整體模式之研究假說與驗證結果………………………………………...71
表 4 14 路徑效果分析……………………………………………………………...73


圖 目 錄
圖 1 1 本研究之研究流程…………………………………….……………………..8
圖 2 1 瑞典顧客滿意模式圖……..…………..………………………….…………30
圖 2 2 美國顧客滿意指標……………...……………………………………….….31
圖 2 3 歐洲顧客滿意指標………………………………………………………….32
圖 2 4 台灣顧客滿意指標………………………………………………………….33
圖 3 1 本研究之觀念架構……………………….…………………………………43
圖 4 1 本研究模式之線性結構關係..…………….………………………………..67
圖 4 2 整體模式結構關係路徑分析圖…………….………………………………72

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