由於台灣近幾年來線上購物的人口與市場呈現大幅成長的狀態，線上購物已經成為消費者在傳統通路外的另一種要要選擇，這種新的商業行為與經濟模式看似商機無窮，但依據經濟部商業司於2003年中的研究資料顯示，僅有28.3%的電子商店獲利，可見電子商店的營業績效普遍不理想，電子商店若想要留住老顧客或吸引新顧客以維持獲利，就必須要了解何者驅使顧客滿意度與偏好的形成，而線上購物其實可以視為電子商店提供給消費者的一項便捷的服務，因此本研究試圖探究SERVQUAL的四構面—可靠性(reliability)、回應性(responsiveness)、體貼性(empathy)、保障性(assurance)是否為線上購物滿意度的前置因素，以及線上購物滿意度是否正面影響線上購物使用者對線上購物的偏好。此外，本研究導入線上購物涉入程度為干擾變項，進一步探討在高、低線上購物涉入群下，研究模式有何差異。本研究以淡江大學商學院日間部學生為研究對象，採用問卷調查方式蒐集資料，且主要以結構方程式模式(structural equation modeling, SEM)進行資料分析，研究分析結果與發現描述如下：
1.線上購物使用者對線上購物可靠性、體貼性與保障性的知覺，會正面影響使用者的滿意度。
2..線上購物使用者對線上購物的滿意度，會正面影響使用者的偏好。
3.對高線上購物涉入程度的使用者而言，線上購物可靠性知覺，會正面影響使用者的滿意度，且線上購物的滿意度，會正面影響使用者的偏好。
4.對低線上購物涉入程度的使用者而言，線上購物可靠性知覺與保障性知覺，會正面影響使用者滿意度；且線上購物的滿意度，會正面影響使用者的偏好。

The sales of on-line shopping has been risen substantially during the last decade. On-line shopping has become an important alternative to the traditional brick-and-mortar shopping channel. This new way of doing business seems to create infinite opportunities. However, according to one study of Ministry of Economic Affairs(MOEA), only 28.9 percent of electronic stores made profits in 2003. The performance of most electronic stores is not good enough. If electronic stores want to keep making profits by retaining existing on-line customers and attracting new ones, they must understand what drives customers’ satisfaction and preference. In addition, on-line shopping could be viewed as electronic stores providing a convenient service for consumers. Therefore, this study tries to find out whether the four dimensions of SERVQUAL—reliability, responsiveness, empathy and assurance are antecedents of on-line shopping satisfaction and whether on-line shopping satisfaction affects on-line shopping preference positively. Moreover, this study examines the involvement of on-line shopping as a moderator and tries to find out the differences of the model between the cluster of high involvement and the cluster of low involvement. 451 valid response data were collected from the students of College of Business in Tamkang University. We employed questionnaire to collect data and analyzed it by structural equation modeling analysis. The study results summarize as follows:
1.Users’ perceptions of reliability, empathy, and assurance from on-line shopping will influence users’ satisfaction positively. 
2.Users’ satisfaction from on-line shopping will influence users’ preference positively.
3.To the users of high involvement of on-line shopping, users’ perceptions of reliability from on-line shopping will influence users’ satisfaction positively and  users’ satisfaction from on-line shopping will influence users’ preference positively.
4.To the users of low involvement of on-line shopping, Users’ perceptions of reliability and assurance from on-line shopping will influence users’ satisfaction positively. Besides, Users’ satisfaction from on-line shopping will influence users’ preference positively.

目錄
目錄	I
表目錄	II
圖目錄	III
第一章 緒論	1
第一節 研究動機	1
第二節 研究目的	3
第三節 研究範圍與對象	3
第四節 研究流程	4
第二章 文獻回顧與探討	5
第一節 電子商務	5
第二節 服務品質	10
第三節 滿意度與偏好	15
第四節 涉入理論	15
第三章 研究方法	18
第一節 研究架構	18
第二節 研究假說	19
第三節 研究變數之定義與衡量	23
第四節 研究設計與抽樣方法	27
第五節 資料分析方法	31
第四章 資料分析與結果	40
第一節 敘述性統計分析	40
第二節 信度分析	43
第三節 結構方程式模式分析	44
第四節 線上購物涉入程度之集群分析	52
第五節 群別特徵描述	55
第六節 高、低線上購物涉入群之結構方程式模式分析	57
第五章 研究結論與建議	65
第一節、研究結論	65
第二節、研究發現	68
第三節、研究限制與未來研究建議	70
參考文獻	72
附錄一 台灣經常上網人口成長情況	77
附錄二 台灣寬頻網路用戶數成長情況	77
附錄三 台灣各年齡層網路購物人口比例	78
附錄四 研究問卷	79

表目錄
表2-1-1 電子商務的演進	6
表2-1-2 電子商務定義之彙整	7
表2-1-3 Kalakota and Whinston對電子商務的定義	8
表2-2-1 服務品質定義之彙整	10
表2-2-1 服務品質定義之彙整(續)	11
表2-4-1 Zaichkowsky修正後的個人涉入量表	16
表3-3-1 變數之操作性定義、衡量與問項參考來源	25
表3-3-1 變數之操作性定義、衡量與問項參考來源(續)	26
表3-4-1 分層樣本之配置情況	29
表3-4-2 問卷發放與回收情況	30
表3-4-3 有效樣本與母體之適合度檢定	31
表3-5-1 SEM整體模式配適度判斷指標	33
表3-5-2 最小平方均值表	38
表4-1-1 有效樣本之線上購物經驗分佈表	40
表4-1-2 有線上購物經驗之個人基本資料	41
表4-1-3 實際線上購物經驗之基本資料	42
表4-1-3 實際線上購物經驗之基本資料(續)	43
表4-2-1 各構面信度之評估	43
表4-3-1 結構方程式模式之參數說明	46
表4-3-1 結構方程式模式之參數說明(續)	47
表4-3-2 整體模式之配適度評估	47
表4-3-3 衡量模式之評估	48
表4-3-4 研究假說驗證結果	50
表4-3-5 路徑效果之說明	51
表4-4-1 集群顯著性之1-way MONOVA總檢定	53
表4-4-2 集群顯著性之1-way MONOVA邊際檢定	53
表4-5-1 高、低線上購物涉入群分佈表	55
表4-5-2 群別特徵之1-way MONOVA總檢定	56
表4-5-3 群別特徵之1-way MONOVA邊際檢定	56
表4-5-4 每月可支配所得之最小平方均值表	57
表4-5-5 每次線上購物平均購買金額之最小平方均值表	57
表4-6-1 高、低線上購物涉入群之整體模式配適度評估	58
表4-6-2 高、低線上購物涉入群之衡量模式評估	60
表4-6-3 高線上購物涉入群之研究假說驗證結果	62
表4-6-4 低線上購物涉入群之研究假說驗證結果	62

圖目錄
圖1-4-1 本研究之研究流程	4
圖3-1-1 本研究之研究架構	19
圖3-5-1 集群架構	35
圖3-5-2 成偶檢定結果	36
圖3-5-3 成偶檢定圖	38
圖4-3-1 本研究整體模式之線性結構關係圖	45
圖4-3-2 結構模式路徑分析圖	50
圖4-4-2 群別命名之成偶檢定結果	54
圖4-5-1 群別特徵成偶檢定結果	57
圖4-6-1 高線上購物涉入群之結構模式路徑分析圖	63
圖4-6-2 低線上購物涉入群之結構模式路徑分析圖	63

王思蓉(2000) ，「網路廣告類型與內容網站型態之廣告效果研究」，國立政治大學資訊管理研究所碩士論文。
王祖健(2003)，「網站技術、服務品質及購買成本對於網路商店顧客滿意度與忠誠度之影響」，國立成功大學國際企業研究所碩士論文。
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。
林弘(2002)，「旅遊網站網路訂房服務品質之研究」，國立政治大學經營管理碩士學程碩士論文。
邱宏昌(1999) ，「電子商務服務品質與消費者購買意願關係之研究」， 銘傳大學國際企業管理研究所碩士論文。
邱皓政(2004)，結構方程模式：LISREL的理論、技術與應用，初版，台北市：雙葉書廊有限公司。
康志瑋(2001)，「涉入理論於網路商品行銷之應用」，長庚大學企業管理研究所碩士論文。
張俊惠(2000)，「消費者對資訊線索來源使用差異之研究─構建式觀點」，國立臺灣大學商學研究所博士論文。
張紹勳(2000)，「網際網路行銷之成功模式」，中華管理評論，第三卷，第二期，頁17-38。
張紹勳(2002)，「電子商店之關係品質模式─融合交易成本理論與科技接受模式的觀點」，國立政治大學資訊管理研究所博士論文。
張敬芝(2003)，「網路購物服務品質衡量模式建構之研究」，元智大學企業管理研究所碩士論文。
黃俊英(1999)，行銷研究：管理與技術，六版，台北：華泰文化事業股份有限公司。
鄭璁華(2000)，「網路購物消費者滿意度之研究─以台灣網路書店為例」，國立中山大學企業管理研究所碩士論文。

Anderson, R. E. (1973), “Consumer Dissatisfaction: The Effort of Disconfirmed Expectance on Perceived Product Performance,” Journal of Marketing Research, 19 (4), 453-460.
Andrews, J. C., S. Durvasula, and S. H. Akhter (1990), “A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research,” Journal of Advertising, 19 (4), 27-40.
Awe, S. C. (2001), “Trust and Risk in Internet Commerce,” Library Journal, 126 (5), 43.
Bagozzi, R. P. and Y. Yi (1988), “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, 16 (1), 74-94.
Bateson, J. E. and Hoffman K. G. (2002), Essential of Service Marketing: Concepts, Strategy, and Cases, Harcourt, Inc..
Bhattacherjee, Anol (2001), “An Empirical Analysis of the Antecedents of Electronic Commerce Service Continuance,” Decision Support Systems, 32 (2), 201-214.
Bolton, R. N., P. K. Kannan, and M. D. Bramlett (2000), “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value,” J. Acad. Marketing Sci., 28 (1), 95-108.
Celsi, R. L. and J. C. Olson (1988), “The Role of Involvement in Attention and Comprehension Processes,” Journal of Consumer Research, 15 (Sep), 210-224.
Churchill, G. A. Jr. and C. Surprenant (1982), “An Investigation into the Determinants of Consumer Satisfaction,” Journal of Marketing Research, 19 (4), 491-504.
Cochran, William Gemmell (1977), Sampling Techniques, 3rd ed., N. Y.: John Wiley and Sons.
Coughlan, Anne T., E. Anderson, L. Stern, and A. El-Ansary (2001), Marketing Channels, Prentice Hall, Upper Saddle River, NJ.
Crosby, P. B. (1979), Quality is Free, New York: McGraw-Hill.
Devaraj, Sarv, Ming Fan, and Rajiv Kohli (2002), “Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics,” Information System Research, 13 (3), 316-333.
Farsad, Behshid and Ahmad K. Elshennawy (1989), “Defining Service Quality is Difficult for Service and Manufacturing Firms,” Industrial Engineering, 21 (3), 17-19.
Flynn, L. R., and R. E. Goldsmith (1993), “Application of the Personal Involvement Inventory in Marketing,” Psychology & Marketing, 10 (4), 357-366.
Geyskens, I. and Jbem Steenkamp (2000), “Economic and Social Satisfaction: Measurement and Relevance to Marketing Channel Relationships,” Journal of Retailing, 78 (1), 11-32.
Geyskens, I., Jbem Steenkamp and N. Kumar (1999), “A Meta-Analysis of Satisfaction in Marketing Channel Relationships,” Journal of Marketing Research, 36 (2), 223-238.
Gravin, Daive A. (1983), “Quality on the Line,” Harvard business Review, 61 (Sep/Oct), 65-73.
Gronroos, C. (1982), “An Applied Service Marketing Theory,” European Journal of Marketing, 16 (7), 30-41.
Gronroos, C. (1990), “Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface,” Journal of Business Research, 20 (1), 3-12.
Heilman, C. M., D. Bowman, and G. P. Wright (2000), “The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market,” Journal of Marketing Research, 37 (2), 139-155.
Heskett, James L., Thomas O. Jones, Gary W. Lovemen, W. Earl Sasser, and Leonard A. Schlesinger (1994), “Putting the Service-Profit Chain to Work,” Harvard Business Review, (Mar/Apr), 164-174.
Kalakota, R. and A. B. Whinston (1996), A Frontiers of Electronic Commerce, Reading, Mass, Addison-Wesley.
Kalakota, R. and A. B. Whinston (1997), Electronic Commerce: A Manager’s Guide, Reading, Mass, Addison-Wesley.
Kettinger, W. J. and C. C. Lee (1994), “Perceived Service Quality and User Satisfaction with the Information-Services Function,” Decision Sci, 25 (5-6), 737-766.
Kettinger, W. J. and C. C. Lee (1997), “Pragmatic Perspective on the Measurement of Information Systems Service Quality,” MIS Quarterly, 21 (2), 223-240.
Lehtinen, U. and J. R. Lehtinen (1982), “Service Quality: A Study of Quality Dimensions,” Unpublished Working Paper, Helsinking Service Management Institute Finland.
Lovelock, C. H. (1991), Service Market, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ.
Oliver, R. L. (1993), “Cognitive, Affective, and Attribute Base of the Satisfaction Response,” Journal of Consumer Research, 20 (3), 418-430.
Oppliger, R. (1997), “Internet Security: Firewalls and Beyond,” Communications of the ACM, 40 (5), 92-102.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1985), “A Conceptual-Model of Service Quality and its Implications for Future-Research,” Journal of Retailing, 49 (4), 41-50.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64 (1) 12-40.
Petty, R. E., J. T. Cacioppo, and D. Schumann (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, 10 (2), 135-146.
Pitt, L. F. T. Watson and C. B. Kavan (1995), “Service Quality─A Measure of Information-Systems Effectiveness,” MIS Quart. 19 (2), 173-187.
Rust, R. and Zahorik, A. (1993), “Customer Satisfaction, Customer Retention, and Market Share,” Journal of Retailing, 69 (2), 193-215. 
Sasser, R. E., R. P. Olsen, and D. Wyckoff (1978), Management of Service Operations Text, Cases, and Readings, Allyn and Bacon Inc., 15-17.
Sharma, Subhash, Terence A. Shimp, and Jeonghsin Shin (1995), “Consumer Ethnocentrism: A Test of Antecedents and Moderators,” Journal of the Academy of Marketing Science, 23 (1), 26-38.
Sirohi, N., E. W. McLaughlin, and D. R. Wittink (1998), “A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket retailer,” J. Retailing, 74 (4), 223-245.
Szymamski, D. M. and R. T. Hise (2000), “E-Satisfaction: An Initial Examination,” Journal of Retailing, 76 (3), 309-322.
Turban, e., J. Lee, D. King, and H. M. Chung (2000), Electronic Commerce, A Managerial Perspective, Prentice Hall.
Van Dyke, T. P., L. A. Kappenlman, and V. R. Prybutok (1997), “Measuring Information Systems Service Quality: Concerns on the Use of the SERVQUAL Questionnaire,” MIS Quarterly, 21 (2), 195-208.
Vladimir, Z. (1996), “Electronic Commerce: Structures and Issues,” International Journal of Electronic Markets, 1 (1), 3-22.
Wang, Yi-Shun and Tzung-I Tang (2003), “Assessing Customer Perceptions of Website Service Quality in Digital Marketing Environments,” Journal of End User Computing, 15 (3), 14-31. 
Watson, R. T., L. F. Pitt, and C. B. Kavan (1998), “Measuring Information Systems Service Quality: Lessons from Two Longitudinal Case Studies,” MIS Quarterly, 22 (1), 61-79.
Wigand, R. T. (1997), “Electronic Commerce: Definition, Theory, and Context,” Information Society, 13 (1), 1-16.
Wilson, Susan G., and Ivan Abel (2002), “So You Want to Get Involved in E-commerce,” Industrial Marketing Management, 31 (2), 85-94.
Woodside, Arch G., Lisa L. Frey, and Robert Timothy Daly (1989), “Linking Service Quality, Customer Satisfaction and Behavioral Intention,” Journal of Health Care Marketing, 9 (4), 5-17.
Xie, M., H. Wang, and T. N. Goh (1998), “Quality Dimensions of Internet Search Engines,” Journal of Information Science, 24 (5), 365-372.
Yim, C. K. and P. K. kannan (1999), “Consumer Behavioral Loyalty: A Segmentation Model and Analysis,” J. Bus. Res., 44 (2), 75-92.
Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Constructive,” Journal of Consumer Research, 12 (Dec), 341-352.
Zaichkowsky, Judith Lynne (1994), “The Personal Involvement Inventory: Reduction, Revise, and Application to Advertising,” Journal of Advertising, 23 (4), 59-70.