由於網路使用人口的快速增加及美容保養產品的快速成長，網購化妝品已成為新型態的消費模式。但是台灣美容保養產品為主的電子商店退出率高達18.04%，顯示販售美容保養品為主的業者競爭相當激烈，經營非常不容易。對於業者而言要如何達到損益兩平，滅少商店退出比例，乃是網購化妝品業者最應關注的行銷課題。

本研究係以修正 ACSI 指標(American Customer Satisfaction Index)作為本研究主要的研究架構。希望藉由探討知覺犧牲、顧客期望與知覺品質，三項網購滿意的前因變數，以了解何者為網購化妝品滿意之關鍵因子。並進一步驗證網購滿意是否會導致網購忠誠的發生。

本研究針對曾經有網購經驗的消費者做為研究對象，但是不包括經由網路拍賣(C2C)購買產品。對於研究對象進行人員紙本發放或網路問卷的施測。主要以結構方程式模式(Structural Equation Modeling, SEM)及SPSS10.0進行資料分析，研究結論與發現描述如下：

一、	掌握滿意度是網購化妝品業者成功的關鍵

二、	顧客期望乃是網購滿意的重要基石

Since the high growth rate of on-line shopping population, to buy cosmetics through on-line shops becomes a very new and fashion way in Taiwan’s cosmetics market. But on-line shops selling cosmetics compete in a very struggle environment with withdraw rate 18.04%. How to reach the break-even point and reduce the withdraw rate has become the more concern topic for all the on-line shops that sell cosmetics.

This study uses the revised ACSI model as the research framework. To verify the impacts of perceived sacrifice, customer expectation and perceived quality on on-line shopping cosmetic satisfaction, and try to find out which is the key antecedent of e-customer satisfaction. Besides, this study also examines the relationship between e-customer satisfaction and e-customer loyalty.

The survey data were collected from 303 customers who have the purchasing experience through on-line cosmetics stores, and the data were analyzed by the Structural Equation Modeling (SEM).

This study has two major findings:
1.E-customer satisfaction is the key successful factor in Taiwan’s on-line cosmetics market.
2.Customer expectation is the most important antecedent of e-customer satisfaction.

目    錄
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	3
第三節  研究目的	6
第四節  研究範圍與對象	6
第五節  研究流程	7

第二章  文獻探討	9
第一節  知覺價值	9
第二節  知覺犠牲	16
第三節  顧客期望	19
第四節  知覺品質	23
第五節  顧客滿意	29
第六節  顧客忠誠	34

第三章  研究設計	40
第一節  觀念架構	40
第二節  研究假說	41
第三節  研究變數之定義與衡量項目	43
第四節  研究設計與方法	50
第五節  資料分析方法	51

第四章  資料分析與結果	54
第一節  敘述性統計分析	54
第二節  信度分析	60
第三節  結構方程模式分析	62

第五章  研究結論與發現	76
第一節  研究結論	76
第二節  研究發現	78
第三節  研究限制與研究建議	80
參考文獻	81
附錄  研究問卷	91

表 目 錄
表1-1  台灣2006-2008年各產品區隔成長率	2
表2-1  知覺價值文獻彙整表	10
表2-2  知覺價值衡量構面之彙整表	14
表2-3  知覺犧牲文獻彙整表	16
表2-4  知覺犧牲衡量構面彙整表	18
表2-5  顧客期望文獻彙整表	19
表2-6  知覺品質文獻彙整表	24
表2-7  知覺品質衡量構面彙整表	26
表2-8  顧客滿意文獻彙整表	30
表2-9  顧客滿意衡量構面彙整表	32
表2-10 顧客忠誠文獻彙整表	35
表2-11 顧客忠誠衡量構面彙整表	37
表2-12 影響e-loyalty的八大因素	38
表3-1  知覺犧牲之操作性定義與衡量項目	43
表3-2  顧客期望之操作性定義與衡量項目	44
表3-3  知覺品質之操作性定義與衡量項目	45
表3-4  網購滿意之操作性定義與衡量項目	48
表3-5  網購忠誠之操作性定義與衡量項目	49
表3-6  問卷回收情況分析表	50
表3-7  整體配適度指標與理想評估準則	53
表4-1  最常使用的化妝品購物網站	54
表4-2  平均每年在網路上購買化妝品的費用	55
表4-3  每年在網路上購買化妝品的次數	55
表4-4  受測者之性別資料	56
表4-5  受測者之年齡資料	57
表4-6  受測者之教育程度資料	57
表4-7  受測者之居住所在地資料	58
表4-8  受測者之職業別資料	58
表4-9  受測者之每月平均收入	59
表4-10 本研究各構面之Cronbach’ s α	60
表4-11 結構方程模式之參數說明	64
表4-12 整體配適度指標評估結果	68
表4-13 衡量模式之評估	70
表4-14 研究假說與驗證結果	72
表4-15 路徑效果彙整表	75

圖 目 錄
圖1-1 台灣 2004-2006電子商店退出比例	3
圖2-1 知覺犧牲概念性架構圖	17
圖2-2 顧客期望與知覺結論	21
圖2-3 顧客期望模型	21
圖3-1 本研究之觀念架構	40
圖4-1 本研究模式之線性結構關係圖	63
圖4-2 本研究模式之線性結構關係路徑分析圖	73

參考文獻
一、中文文獻
三上元著，徐華瑛譯(1999)，服務勝經，台中：學田文化出版社。

汪美香和葉桂珍(2000)，“消費者屬性、網站滿意度與網路購物意願關係之研究”，《企業管理學報》，48，121-137。

吳雅琪(2002)，「影響網路書店消費者忠誠度形成因素之研究」，國立政治大學國際貿易學系碩士論文。

周文賢(2004)，多變量統計分析：SAS/STAT使用方法，初版，台北市：雙葉書廊有限公司。

郭欣惠(2001)，「以交易成本理論探討顧客滿意度與忠誠度之關係-舉入口網站及ISP市場為例」，國立政治大學國際貿易學系碩士論文。

楊鴻麟(2000)，「顧客期望及顧客參與對服務缺失歸因之影響探討－以推廣教育為例」，元智大學管理研究所碩士班碩士論文。

楊瓊櫻(2001)，「知覺品質、知覺犠牲與知覺價值對新聞電子報訂閱意願之影響」，國立師範大學大眾傳播研究所碩士論文。

蔡右玫(2000)，「網路商店存活率只有4/1? –執行面有三大難題」，數位周刊，15,116-118。



二、英文文獻
Aaker, D. A. (1995), Building Strong Brands, New Yrok: The  Free Press.

Albrecht, K. (1992), “The Only Thing Matters,” Executive Excellence, vol. 9(11),  pp. 7.

Albrecht, K.(1994), “Customer Value,” Executive Excellence, vol. 11(9), pp. 14-15. 

Anderson, R. E. and S. S. Srinivasan (2003), “E-Satisfaction and E-Loyalty: A Contingency Framework,” Psychology and Marketing, vol. 20(2), pp. 123-138.

Bagozzi, R. P. and Y. Yi (1988), “On The Evaluation of Structural Equation Models,”Journal of The Academy of Marketing Science, vol. 16(1), pp. 74-94.

Baveja, S. S., S. Rastogi, C. Zook, R. S. Hancock and J. Chu (2000), “The Value of Online Customer Loyalty and How You Can Capure It,” Bain & Company eStrategy Brief.
    http://www.bain.com/com.

Bentler, P. M. and D. G. Bonett (1980), “Significance Tests and Goodness of Fit in Analysis of Covariance Structure,” Psychological Bulletin, 88(3), 588-606.

Bhuian, S. N. (1997), “Marketing Cues and Perceived Quality: Perceptions of Saudi Consumers toward Products of The U.S., Japan, Germany, Italy, U. K. and France,” Journal of Quality Management, vol. 12(2), pp. 217-235. 

Bloemer, J. and K. De Ruyter (1998),“on the Relationship between Store Image,Store Satisfaction and Store Loyalty,” European Journal of Marketing, vol. 32(2), pp. 499-513. 

Bolton, R. N. and J. H. Drew (1991), “A Multistage Model of Consumers’Assessments of Service Quality and Value,” Journal of Consumer Research, vol. 17(3), pp. 375-384.

Boulding, W., A. Kalra, R. Staelin and V. A. Zeithaml (1993), “A Dynamic Process Model of Service Quality: from Expectations to Behavioral Intentions,”Journal of Marketing Research, vol. 30(1), pp. 7-27.

Bowen, J. T. and S. L. Chen (2001), “The Relationship between Customer Loyalty and Customer Satisfaction,” International Journal of Contemporary Hospitality, vol. 13, pp. 213-217.

Brucks, M. and V. A. Zeithaml (1991), “Price and Brand Name as Indicators of Quality Dimensions,” Cambridge, MA: Marketing Science Institute, pp. 91-130.

Bowen, J. T. and S. L. Chen (2001), “The Relationship between Customer Loyalty and Customer Satisfaction,” International Journal of Contemporary Hospitality, 13, 213-217.

Cardozo, R. N. (1965), “An Experimental Study of Consumer Effort, Expectation and Satisfaction,” Journal of Marketing Research, vol. 2(3), pp. 244-249.

Churchill Jr., G. A. and C. Surprenant (1982),“An Investigation into The Determinants of Customer Satisfaction,” Journal of Marketing Research, vol. 19(4), pp. 491-504.

Cronin Jr., J.J. and S. A. Taylor (1992), “Measuring Service Quality: A Re-Examination and Extension,
”Journal of Marketing, vol. 56(3), pp. 56-68.

Cronin, J., M. K. Brady and G. T. M. Hult (2000), “Assessing Effect of Quality, Value and Customer Satisfaction on Consumer Behavioral Intention in Service 
Environment,” Journal of Retailing, vol. 76(3), pp. 193-218. 

Czepiel, J. A. (1974), Persprctive on Customer Satisfaction, AMA Conference Proceedings, pp. 119-123.

Day, R. L. and E.L. Landon (1977), “Collecting Comprehensive Consumer Complaining Data by Survey Research,” Advances in Consumer Research, vol. 3, pp. 263-269.

Day, G. S.(1990), Market Driven Strategy: Processes for Creating Value, New York: Free Press. 

Day, G. S.(1994), “The Capabilities of Market-Driven Organizations,” Journal of Marketing, vol. 58(4), pp. 37-52.

DeVellis, R. F. (1998), Scale Development: Theory and Applications, California: Stage, Newbury Park.

Dodds, W. B., K. B. Monroe and D. Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’Product Evaluations,” Journal of Marketing Research, vol. 28(3), pp. 307-319. 

Eighmey, J. (1997), “Profiling User Responses to Commercial Web Sites,” Journal of Advertising Research,
vol. 51(2), pp. 21-35.

Evans, J. R. and R. L. Laskin (1994), “The Relationship Marketing Process: Conceptualization and Application,” Industrial Marketing Management, vol. 23(5), pp. 439-452.

Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, vol. 55, pp. 1-21.

Fornell, M. D., E. W. Johnson, J. C. Anderson and E. B. Barbara (1996), “The American Customer Satisfaction Index: Nature, Purpose and Findings,” Journal of Marketing, vol. 60, pp. 7-18.

Gale, B.T. (1994), Managing Customer Value-Creating Quality and Service That Customers Can See, New York: Free Press. 

Garvin, D. (1983),“Quality on The Line,” Harvard Business Review, vol. 61, pp. 65-73.

Grønholdt, L., A. Martensen and K. Kristensen (2000), “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences,” Total Quality Management, vol. 11(2), pp. 509-514.

Holbrook M. B. and K.P. Corfman (1983), Quality and Other Types of Value in The Consumption Experience: Phaedrus Rides Again, New York: Columbia University, Working Paper.

Holbrook, M. B. and K.P. Corfman (1985), Quality and Value in The Consumption Experience: Phaedrus Rides Again, Perceived Quality, Lexington: Lexington Books, 31-57.

Holbrook, M. B.(1994), “The Nature of Customer’s Value: An Axiology of Service in Consumption Experience,”in Rust, R. T. and R. L. Oliver eds., Service Quality: New Direction in Theory and Practice, Thousand Oaks, CA: Sage Publication.

Howard, J. A. and J. N. Sheth (1969), The Theory of Buyer Behavior, New York: John Wiley and Sons.

Hsu, S. H., W. H. Chen and J. T. Hsueh (2005),“Application of Customer Satisfaction Study to Derive Customer Knowledge,”TQM and Business Excellence, vol. 17(4), pp. 439-454.  

Iglesias, M. P. and M. J. Y. Guillen (2004), “Perceived Qality and Price: Their Impact on The Satisfaction of Restaurant,” International Journal of Contemporary    
Hospitality Management, vol. 16(2), pp. 373-379.

Johnson, M. D. and C. Fornell (1991), “A Framework for Comparing Customer Satisfaction across Individuals and Product Categories,”Journal of Economic Psychology, vol. 12(2), pp. 267-286.

Jones, T. O. and W. E. Sasser (1995), “Why Satisfied Customers Defect,” Harvard Business Review, vol. 73(6), pp. 88-99.

Kasper, H. (1988),“on Problem Perception, Dissatisfaction and Brand Loyalty.”Journal of Economic Psycholoty, vol. 9(3), pp. 387-397.

Kolesar, M.B. and R. W. Galbraith (2000),“A Services-marketing Perspective on E-retailing: Implications for E-retailers and Directions for Further Research, ”Internet Research, vol. 10(5), pp. 424–438.

Kotler, P., H. A. Swee, M. L. Siew and T. T. Chin (1996), Marketing Management: An Asian Perspective, 8thEd., Upper Saddle River, N.J.:Prentice-Hall.

Kotler, P. (2000), Marketing Management, Tenth Edition, Prentice Hall, International.

Kotler, P.(2003), Marketing Management, 11th ed., Prentice Hall, New Jersey.

Kristensen, K., A. Martensen and L. Gronholdt (2000),“Customer Satisfaction Measurement at Post Denmark: Results of Application of The European Customer Satisfaction Index Methodology,”Total Quality Management, vol. 11(7), pp. 1007-1015. 

Lee, M. K. O. (1999), A Comprehensive Model of Internet Consumer Satisfaction, Honk Kong: City University, Unpublished Working Paper.

Lovelock, C. H. (1996), Services Marketing 3rd Edition London Prentice-Hall International.

Lutz, R. (1986), Quality Is As Quality Does: An Attitudinal Perspective on Consumer Quality Judgments, Presentation to The Marketing Science Institute Trustees’Meeting, Cambridge, MA.

Miller, J. A. (1979), The Conceptualization of Consumer Satisfaction and Dissatisfaction, Marketing Science Institute.

Mitchell, V. W. and M. Greatorex (1988), “Consumer Risk Perception in The UK Wine Market,”European Journal of Marketing, vol. 22(9), pp. 5-15.

Monroe, K. B., and R. Krishnan (1985), The effect of price on subjective product evaluations. In J. Jacoby & J. C. Olson (Eds.), Perceived quality: How consumers view stores and merchandise, Lexington, MA: Lexington Books, pp. 209-232

Monroe, K. B. (1990), Pricing: Making Profitable Decisions, 2nd Edition, McGraw- Hill, New York.

Neal, W. D. (1999), “Satisfaction Is Nice, But Value Drives Loyalty,” Marketing Research, vol. 11(1), pp. 20-23.

Oliver, R. L. (1981), “Measurement and Evaluation of Satisfactory Process in Retail Setting,” Journal of Retailing, vol. 57, pp. 24-47,

Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.

Oliver, R. L. (1999),“Whence Consumber Loyalty? ”Journal of Marketing, vol. 63, pp. 33-44.  

Olshavasky, R. W. (1985), “Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective, in Perceived Quality,” Jacoby, J. Olson, eds., Lexington, MA: Lexington Books

Oh, H. (1999),“Service Quality Customer Satisfaction and Customer Value: A Holistic Perspective, ”International Journal of Hospitality Management, vol. 18(1), pp. 67-82. 

Parasuraman, A., V. A. Zeithaml and L. L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Furture Research,” Journal of Marketing, vol. 49, pp. 41-50.

Parasuraman, A., V. A. Zeithaml and L. L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality”, Journal of Retailing, vol. 64, pp. 12-40.

Parasuraman, A., V. A. Zeithaml and L. L. Berry (1993), “The Nature and Determinants of Customer Expectations of Service,” Journal of The Academy of Marketing Science, vol. 21(1), pp. 1-21.

Parasuraman, A. and D. Grewal(2000), “The Impact of Technology on The Quality-Value-Loyalty Chain: A Research Agenda,”Journal of The Academy of Marketing Science, vol. 28(1), pp. 168-174. 

Pepper, D. and M. Rogers (1993), The One to One Future: Building Relationship One Customer at A Time, New York: Doubleday

Prus, A. and D. R. Brandt (1995),“Understanding Your Customers,” Marketing Tools, pp. 10-14.

Raaij, W. V. and T. H. Pruyn (1998), “Customer Control and Evaluation of Service Validity and Reliability,” Psychology and Marketing, 15, 811-832.

Reichheld, F. F. and W. E. Sasser (1990), Zero Defections: Quality Comes to Services Harvard Business Review,” vol. 68(5), pp. 105-111.

Reichheld, F. F. (1996), The Loyalty Effect: The Hidden Force behind Growth, Profit and Lasting Value, Boston: Harvard Business School Press.

Reichheld, F. F., R. G. Markey Jr. and C. H. Hopton (2000), “E-Customer Loyalty-Applying The Traditional Rules of Business for Online Success,” European Business Journal, vol. 12(4), pp. 173-179.

Ribbink, D., A. C. R. Van Riel, V. Liljander and S. Streukens (2004),“Comfort Your Online Customer: Quality, Trust, and Loyalty on The Internet,”Managing Service Quality, vol. 14(6), pp. 446-456.

Sarel, D. and H. Marmorstein (1998),“Managing The Delayed Service Encounter: The Role of Employee Action and Customer Prior Experience,”Journal of Service Marketing, vol. 12(3), pp. 195-208.

Selnes, F. (1993),“An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing, vol. 27(9), pp. 19-35.

Sheth, J. N., B. I. Newman, and B. L. Gross (1991), “Why We Buy What We Buy: The Theory of Consumption Values,” Journal of Business Research, vol. 22, pp. 159-170.

Sirdeshmukh, D., J. Singh, and B. Sabol (2002), “Consumer Trust, Value, and Loyalty in Relational Exchange,” Journal of Marketing, vol. 66(1), pp. 15-37.

Slater, S. F. (1997),“Developing A Customer Value-Based Theory of The Firm, ”Journal of The Academy of Marketing Science, vol. 25(2), pp. 162-167.

Smith, E. R. (2001), “Seven Steps to Building E-loyalty,” Medical marketing and Media, vol. 36(3), pp. 94-102.

Smith, J. B. and M. Colgate (2007), “Customer Value Creation: A Practical Framework, ”Journal of Marketing Theory and Practice, vol. 15(1), pp. 7-23.

Singh, J. (1991), “Understanding The Structure of Consumer’s Evaluations of Service Delivery,” Journal of Academy Marketing Science, vol. 19(3), pp. 223-244.

Spreng, R. A. and R. W. Olshavasky (1993),“A Desires Congruency Model of Consumer Satisfaction,” Journal of The Academy of Marketing Science, vol. 21(3), pp. 196-177.

Steenkamp, J. B. (1990),“Conceptual Model of The Quality Perception Process,”Journal of Business Research, vol. 21, pp. 309-333, 

Stum, D. L. and A. Thiry (1991), “Building Customer Loyalty,” Training and Development Journal, vol. 45(3), pp. 34-36. 

Srinivasan, S., R. Anderson and K. Ponnavolu (2002), “Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences,”Journal of Retailing, vol. 78, pp. 41-51.

Srivastava, R. and A. Shocker (1991), Brand Equity: Perspective on Its Meaning and Measurement, Report Cambridge, MA: Marketing Science Institute, pp. 91-124.

Swan, J. E. and L. J. Comb (1976),“Produce Performance and Consumer Satisfaction: A New Concept,” Journal of Marketing, pp. 3-8.

Sweeney, J. C. and G. N. Soutar(2001),“Consumer Perceived Value: The Development of A Multiple Item Scale,”Journal of Retailing, vol. 77(2), pp. 203-220. 

Szymanski, D. M. and R. T. Hise (2000), “E-Satisfaction:An Initial Examination,”Journal of Retailing, vol. 73, pp. 309-322.

Wang, Y., H. P. Lo, R. Chi, and Y. Yang (2004),“An Integrated Framework for Customer Value and Customer-Relationship-Management Performance: A Customer-Based Perspective from China, ”Managing Service Quality, vol. 14(2/3), pp. 169-182. 

Woodruff, R. B. (1997), “Customer Value: The Next Source for Competitive Advantage, ”Journal of The Academy of Marketing Science, vol. 25(2), pp. 139-153.

Yang, Z. and R. T. Peterson (2004), “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs,”Psychology and Marketing, vol. 21(10), pp. 799-822.

Young, S. and B. Feigin (1975), “Using The Benefit Chain for Improved Strategy Formulation,” Journal of Marketing, vol. 39, pp. 72-74.

Zeithaml, V. A. (1988),“Consumer Perceptions of Price Quality and Value: A Means-End Model and Synthesis of Evidence,”Journal of Marketing, vol. 52(3), pp. 2-22.

Zeithaml, V. A., L. L. Berry and A. Parasuramann (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,”Journal of Retailing, vol. 64(1), pp. 12-40.

Zeithaml, V. A. and K. Amna (1993), Advertising, Perceived Quality, and Brand Image, in Aaker, David A. and Alexander L. Biel, eds., Brand Equity and Advertising: Advertising’s Role in Building Strong Brand, Iowa City：Lawrence Erlbaum Associates, Inc.

Zeithaml, V. A. (2000),“Service Quality, Profitability and The Economic Worth of Customers: What We Know and What We Need to Learn,”Journal of The Academy of Marketing Science, vol. 28(1), pp. 67-85.