网络购物与消费忠诚之研究

网络购物产业已越来越兴盛。对于业者而言，除了能够提高顾客满意外，其最终目的以顾客能否推荐他人购买或自身能再度购买为主要目标。本研究以价值、满意、态度忠诚、与行为忠诚等四构面，探讨彼此间的关性；并试图验证价值的认知与其满意，是否是影响顾客态度忠诚与行为忠诚的重要要素。研究结果显示，价值会对于满意、态度忠诚与行为忠诚等，分别产生正向且显著影响。而满意亦会正向且显著影响态度忠诚，态度忠诚亦会正向影响行为忠诚。但满意对于行为忠诚则无达正向显著影响。

On the Relationships between Online Shopping and Consumer Loyalty

The customers can fast search and purchase products for themselves through the conveniently internet. Because the network functions were fast developed,the consumers might increase the frequency of shopping products.This aims of this study to understand the consumers perception the level of value,satisfaction, attitude loyalty, and behavior loyalty, and to analysis these relationships between the value, satisfaction, attitude loyalty, and behavior loyalty.The results indicated the value had a significantly and positively effects on satisfaction, attitude loyalty, and behavior loyalty, separately, whereas the satisfaction had a significantly and positively effect on satisfactory. The attitude loyalty also had a significantly and positively on behavior loyalty. The findings for firms provided online services are discussed.