網際網路的發展，已對全人類的經濟行為產生全面性的衝擊，並且帶動了網際網路相關產業的蓬勃發展。其中電子商務模式隨著上網人口增加及消費者購買習性轉變，已有愈來愈多人透過網路購物，同時國內外研究皆顯示網路購物的「便利性」是最主要使用的原因。雖然網路無遠弗屆提供消費者新的購物管道，而網路購物的相關議題也被廣為探討，如網路購物的服務品質、顧客知覺價值、顧客滿意度、信任及忠誠度等變數相互關聯及影響；但仍有許多地方不斷地受到討論與關注，因此本研究將針對上述相關變數作彙整而具有較全面性關聯的研究。

　　本研究從相關的文獻探討開始著手，再根據其理論基礎建立本研究之架構與假設，並選用適當的量表為研究工具，採用便利抽樣法進行抽樣，並且透過網路電子郵件寄發調查問卷方式，針對回收的有效樣本272份，進行敘述性統計、信度分析、效度分析、及SEM結構方程模型檢定。經實證分析後獲致結論如下：

(1) 購物網站服務品質對顧客知覺價值、顧客滿意度、信任具有顯
　　著正向影響。
(2) 顧客知覺價值對顧客滿意度、信任、忠誠度具有顯著正向影
　　響。
(3) 顧客滿意度對顧客於購物網站的信任感具有顯著正向影響。
(4) 顧客信任對顧客於購物網站的忠誠度具有顯著正向影響。

People change economic behavior resulted from Internet worldwide developed impact significantly that also motivate a lot of business model growth. Furthermore, most of people purchase the goods in the online shopping caused e-commerce prosperously.  In addition to study the context of online shopping and “convenience” is the major reason. Although the Internet can be provided another one channel for consumer shopping, and still lots of relevant issues be discussed generally: such us service quality, perceived value, customer satisfaction, trust and loyalty in the online shopping.  Therefore this investigation would like to include all variables through empirical study to find out the relationship among all variables completely.

     This research is begun to set from relevant references, then set up structure and hypotheses of this research according to its theoretical foundation, select proper scale for study tool, adopt convenience sampling, and use questionnaire investigation by E-mail. To effective 272 materials of sample retrieving, analyze descriptive statistics, reliability analysis, validity analysis and structure equation model (SEM). After the empirical research, the findings as follows:

1.Service quality has significant effect on perceived
  value, customer satisfaction and trust in the online
  shopping.
2.Perceived value has significant effect on customer 
  satisfaction, trust and loyalty in the online shopping.
3.Customer satisfaction has significant effect on trust in
  the online shopping.
4.Customer trust has significant effect on loyalty in the
  online shopping.

目　　錄
目　錄.................................................I
表目錄...................................................III
圖目錄..................................................IV

第一章	緖論............................................1
第一節	研究背景與動機..................................1
第二節	研究目的........................................5
第三節	研究流程........................................6

第二章	文獻探討........................................7
第一節	網站服務品質....................................7
第二節	顧客知覺價值...................................15
第三節	顧客滿意度.....................................19
第四節	顧客信任.......................................21
第五節	顧客忠誠度.....................................25
第六節	研究變數間之關聯...............................27

第三章	研究方法.......................................31
第一節	研究架構.......................................31
第二節	研究假設.......................................32
第三節	變數操作性定義與衡量...........................32
第四節	研究設計.......................................36
第五節	資料分析方法...................................36

第四章	資料分析.......................................39
第一節	樣本結構分析...................................39
第二節	信度分析.......................................42
第三節	相關分析.......................................42
第四節	效度分析.......................................43
第五節	結構方程模型檢定...............................51

第五章	結論與建議.....................................60
第一節	研究結論.......................................60
第二節	研究建議與限制.................................63

參考文獻................................................65
附錄一 研究問卷.........................................67

表目錄
表 2-1　電子商務模式與電子服務比較表....................10
表 2-2　網站特性考量因素................................11
表 2-3　網站服務品質的衡量..............................15
表 2-4　影響網路購物風險的因素..........................24
表 3-1　網站服務品質之操作性定義及衡量項目..............33
表 3-2　顧客知覺價值之操作性定義及衡量項目..............34
表 3-3　顧客滿意度之操作性定義及衡量項目................34
表 3-4　顧客信任之操作性定義及衡量項目..................35
表 3-5　顧客忠誠度之操作性定義及衡量項目................35
表 4-1　人口統計變數次數分配表..........................41
表 4-2　各研究構面之信度分析表..........................42
表 4-3　各研究構面之相關係數............................43
表 4-4　各研究構面之區別效度表..........................46
表 4-5　網站服務品質與顧客知覺價值構面之收斂效度表......51
表 4-6　整體模式配適度..................................54
表 4-7　研究模型路徑結果................................56
表 4-8　各研究構面效果分析..............................59

圖目錄
圖 1-1　台灣地區民眾不願進行網路購物的原因...............3
圖 1-2　研究流程圖	.......................................6
圖 2-1　PZB 服務品質模式.................................8
圖 2-2　電子商務獲利途徑................................10
圖 2-3　知覺價值形成模式................................18
圖 2-4　價格、品質與價值認知模型........................19
圖 2-5　屬性滿意度的非對稱性............................20
圖 3-1　研究架構圖	......................................31
圖 4-1　網站服務品質收斂效度............................48
圖 4-2　顧客知覺價值收斂效度............................50
圖 4-3　本研究模式之線性結構關係路徑分析圖..............55

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