顧客忠誠長期以來一直被視為企業行銷活動中所追求的一個很重要的目標。一般來說企業有兩種途徑可以達到維繫顧客的目的，其一即透過傳遞高顧客價值、高顧客滿意的產品與服務；而另一種途徑則是建立高度的顧客轉換障礙。
    網際網路的興起，無論對於企業的經營方式或消費者的生活形態，都造成相當大的衝擊。由於網路購物的省時、省力，使得消費者能夠免費取得大量的資訊，輕易地在各家網路商店間比較商品的價格與特色。面對現今消費者擁有更高的議價能力、面臨更低的轉換成本和更多元的選擇，企業欲在網際網路建立顧客滿意度與顧客忠誠度更顯不易，因此了解線上顧客的購買意向對於企業來說是一個刻不容緩的議題。另外轉換成本在網際網路中究竟還能對消費者帶來多大障礙影響，也有深入探討之必要。
    本研究主要在探討網路書店中顧客知覺價值、滿意度、顧客忠誠度與轉換成本之間的關係，其研究目如下：
1. 建構網路書店顧客的知覺價值構面
2. 探討電子商務中，顧客知覺價值、顧客滿意度對於顧客忠誠度的影響
3. 探討電子商務中，顧客滿意度在顧客知覺價值與顧客忠誠度之間是否具有中介效果
4. 探討電子商務中，轉換成本在顧客知覺價值與顧客忠誠度、以及顧客滿意度與顧客忠誠度之間是否具有干擾效果

In the business marketing activities, customer loyalty has long been regarded as an important goal. Generally speaking, there two means for enterprise to retain customers. One is to deliver superior customer value and customer satisfaction derived from excellent services and quality products, the other is to set up a high switching obstacle.

The emergence of World Wide Web (WWW) has brought dramatic changes to both business operations and consumer lifestyles. Because web shopping is convenient and time saving, consumers can easily compare prices and product features across suppliers with rich, free information available. With now consumers have more bargaining power, lower switching costs, and an increased number of choices available, it is more difficult for enterprise to set up customer satisfaction and customer loyalty. So understanding on-line shoppers’ purchase intentions has become an more important topic for enterprise. And it is necessary to explore how significant the switching costs effect on consumers in the internet too.

This research attempt to investigate the relationship among customer perceived value, satisfaction, loyalty, and switching cost in the on-line bookstores. There are four objectives in this study. They are as follow:
1.To set up the constructs of customer perceived value in the on-line bookstores.
2.Exploring the roles of customer satisfaction and perceived value in producing online customer loyalty.
3.Exploring the mediating role of customer satisfaction in the value-loyalty relationship.
4.Exploring how switching costs moderate the effect of customer satisfaction
and perceived value on customer loyalty.

目錄	i
表目錄	III
圖目錄	IV
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	6
第三節 觀念架構	7
第四節 研究假設	8
第五節 觀念變數之操作型定義與衡量	9
第六節 問卷設計	15
第七節 抽樣方法及問卷樣本分析	16
第八節 分析方法	19
第九節 研究流程	21
第二章 顧客知覺價值、顧客滿意度、顧客忠誠度與轉換成本之意義分析	22
第一節 顧客知覺價值之分析	22
第二節 顧客滿意度之分析	31
第三節 顧客忠誠度之分析	35
第四節 顧客知覺價值、顧客滿意度與顧客忠誠度的關係之分析	38
第五節 轉換成本之分析	41
第三章 網路書店產業之分析	45
第一節 網路書店的定義與分類	45
第二節 網路書店的特色	47
第三節 國內網路書店之發展現況	49
第四節 國內網路書店之未來展望	52
第四章 顧客知覺價值、顧客滿意度、顧客忠誠度與轉換成本之間的關係	54
第一節 信度分析	54
第二節 因素分析	57
第三節 相關分析	62
第四節 複回歸分析	63
第五節 徑路分析	67
第六節 階層回歸	70
第七節 假設檢定總整理	72
第五章 結論與建議	73
第一節 研究結論	73
第二節 行銷管理的意涵	76
第三節 研究貢獻	79
第四節 研究限制	81
第五節 後續研究之建議	82
參考文獻	83
附 錄	91

表 1-1 顧客知覺價值衡量問項	12
表 1-2 有效樣本之性別分配	16
表 1-3 有效樣本之年齡分配	16
表 1-4 有效樣本之教育程度分配	17
表 1-5 有效樣本之職業分配	17
表 1-6 有效樣本之月收入分配	17
表 1-7 有效樣本之最近一次消費的網路書店分配	18
表 2-1 Han and Han 顧客價值之架構	28
表 2-2 Han and Han與Keeney顧客價值之構面對照	30
表4-1內容價值構面之Cronbach’s  α值	54
表4-2 情境價值構面之Cronbach’s  α值	55
表4-3 顧客滿意度構面之Cronbach’s  α值	55
表4-4 顧客忠誠度構面之Cronbach’s  α值	56
表4-5 轉換成本之Cronbach’s  α值	56
表4-6 KMO與Bartlett 球型檢定之結果	58
表4-7 內容價值因素分析表	59
表4-8 情境價值因素分析表	60
表4-9 顧客滿意度因素分析表	60
表4-10 顧客忠誠度因素分析表	61
表4-11 轉換成本因素分析表	61
表4-12 研究變項之相關分析表	62
表4-13 研究變項之相關分析矩陣	62
表4-14 內容價值對顧客忠誠度之複回歸分析	63
表4-15 情境價值對顧客忠誠度之複回歸分析	64
表4-16 內容價值對顧客滿意度之複回歸分析	64
表4-17 情境價值對顧客滿意度之複回歸分析	65
表4-18 顧客滿意度對顧客忠誠度之回歸分析	66
表4-19 顧客知覺價值、顧客滿意度對顧客忠誠度的複回歸分析	67
表4-20 顧客知覺價值對顧客滿意度的複回歸分析	68
表4-21 轉換成本對顧客忠誠度之干擾效果	70
表4-22 假設檢定結果	72

圖 1-1 台灣經常上網人口成長率	4
圖 1-2 2004-2008 年我國線上購物市場規模預測	5
圖 1-3 本研究之觀念架構	7
圖 1-4 研究流程	21
圖 4-1 徑路分析圖	68

一、中文部分
1.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。

2.吳明隆（2003），SPSS統計應用實務，松崗電腦圖書資料股份有限公司。

3.吳萬益、林清河（2001），企業研究方法，華泰圖書出版公司。

4.何金銘（2001），統計法輯要，台灣復文興業股份有限公司。

5.周文賢（2003），多變量統計分析：SAS/STAT使用方法，智勝文化事業有限公司。

6.林芸貞（2000），網路商務之顧客價值探討－以圖書出版產品為例，國立東華大學企業管理研究所。

7.科特勒 著，方世榮 譯（2003），行銷管理學，台灣東華書局股份有限公司。

8.施淳瑄（2001），台灣網路書店經營型態對服務品質、知覺風險、顧客行為意圖影響之探討，國立政治大學企業管理研究所。

9.翁玉齡（2004），網路購書消費行為及其服務品質與網路書店行銷策略之研究，國立台北大學企業管理研究所。

10.陳定國（2005），現代行銷管理學(上)－行銷理論分析，華泰文化事業股份有限公司。

11.陳景堂（2004），統計分析SPSS for Windows入門與應用，儒林圖書有限公司。

12.陳君地（2004），轉換成本、鎖住效應與夥伴關係之關聯性研究，國立成功大學企業管理研究所。

13.陳立軒（2004），網路商店形象對於顧客知覺價值之影響，國立成功大學國際企業研究所。

14.陳進成（2003），電子商務顧客價值、滿意度與忠誠度之研究-以電子商店為例，中原大學資訊管理研究所。

15.張雅蓉（2002），顧客知覺價值與忠誠度之研究，國立台灣科技大學企業管理研究所。

16.程瑞南（2003），網路購物之顧客價值對關係品質之影響，國立嘉義大學行銷與流通管理研究所。

17.溫石松（2003），顧客價值與網路忠誠度之關係，國立中興大學企業管理學研究所。

18.劉香怡（2004），顧客價值、顧客整體滿意度與再購意圖之結構模式研究－以網路購物為例，南台科技大學行銷與流通管理研究所。

19.劉沐雅（2002），網路書店購書意願影響因素之研究，國立中山大學企業管理研究所。

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