網際網路的興起帶動了服務的E化，各式網路商店紛紛開設，企業藉由提供符合顧客需要的商品或服務。然而在競爭激烈的網路購物市場中，建立良好的顧客忠誠度才是網站長期獲利的關鍵因素。
本研究嘗試從服務品質、顧客信任兩構面來探討其對顧客忠誠度的影響。本研究以曾有網路購物經驗的消費者為對象，採用網路問卷以便利抽樣法訪問到386位消費者，並將蒐集之資料透過LISREL(Linear Structure Relation)統計方法進行實證研究之後，可得到以下主要結果：(1)服務品質對顧客信任有正向的顯著關係，(2)顧客信任對顧客忠誠度有正向的顯著關係，(3)服務品質對顧客忠誠度沒有直接顯著影響，不過由其透過顧客信任對顧客忠誠度所產生的間接正向效果顯著來看，服務品質對顧客忠誠度具有正向的總效果。

The rising internet pushes forward the e-service, a variety of web stores opened persistently, and the enterprises provide products or services which customers need by way of web stores. However, in the keen competition of the web shopping, the critical factor of web sites earning long-term profits is to establish customer loyalty.
This paper tries to discuss the influence of customer loyalty from service quality and customer trust. This paper’s targets are the consumers who have experiences of web shopping, we use a web-based survey, and 386 effective samples were received. The data was processed using structural equation analysis. The results indicate that:
(1)	Service quality is positive relation to customer trust,
(2)	Customer trust is positive relation to customer loyalty,
(3)	Service quality is not notable relation to customer loyalty, but the indirect positive relation that service quality has on customer loyalty through customer trust is notable. In sum, total effect that service quality has on customer loyalty is positive.

【目錄】
第一章 緒論………………………………………………………….……1
	一、研究背景與動機………………………………………………...1
	二、研究目的………………………………………………………...2
	三、研究流程………………………………………………………...3
第二章  文獻探討……………………………………………….………..4
	一、網路購物………………………………………………….……...4
	二、服務品質…………………………………………………..……...5
	三、顧客信任………………………………………………….……..11
	四、顧客忠誠度………………………………………………..…….15
第三章  研究方法…………………………………………………………19
	一、研究架構………………………………………………………….19
	二、變數的操作性定義……………………………………………….20
	三、研究假說………………………………………………………….27
	四、研究對象……………………………………………………….….27
	五、問卷設計………………………………………………………..….28
	六、資料收集與分析方法………………………………………..…….28
第四章  資料分析……………………………………………..……………..31
	一、資料分析方法……………………………………………………….31
	二、資料分析流程……………………………………………………….32
	三、問卷效度分析…………………………………………………………32
	四、線性結構關係模式分析……………………………….………………33
	五、各潛在變數之影響結果與研究假說驗證……………………….……37
第五章 結論………………………………………………………………….…...41
	一、服務品質對顧客信任的影響………………………………..…………41
	二、顧客信任對顧客忠誠度的影響………………………………………..41
	三、服務品質對顧客忠誠度的影響………………………………..………41
	四、人口特徵與服務品質、顧客信任、顧客忠誠度中各構面間的相關..41
五、建議…………………………………………………………………..…42
六、未來研究方向…………………………………………………………..42
七、研究限制………………………………………………………………..43
參考文獻……………………………………………………………………..44
附錄一：正式問卷…………………………………………………………..51

 
【圖目錄】

圖2-1 PZB 服務品質模式…………………………………………………………..7
圖2-2：網路顧客忠誠度關鍵因素…………………………………………………18
圖3-1：研究架構…………………………………………………………………..20
圖4-1 LISREL模式之路徑圖                              41



 
【表目錄】
表2-1 SERVQUAL量表的構面……………………………………………………..8
表2-2修正後SERVQUAL量表之構面與評量項目……………………..……….10
表2-3信任發展階段與涉及之因素…………………………………………..……13
表3-1：本研究各變數及其構面之衡量項目……………………………………..27
表3-2：基本資料…………………………………………………………………..29
表4-1 結構模式契合度指標及本研究之模式契合情形………………………….34
表4-2信效度分析表(*表P<0.05，**表P<0.01)…………………………………36
表4-3潛在變數間之結構係數……………………………………………………..37
表4-4潛在變項路徑分析結構模型各項效果分解說明…………………………..38
表4-5人口特徵與服務品質、顧客信任、顧客忠誠度各構面之相關分析表(僅列出有顯著效果者)……………………………………………………………………40

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