日本最大網路購物商城「樂天市場（Rakuten Ichiba）」於今年與統一集團合作，合資成立「台灣樂天市場」，因此造成網路購物商城在台掀起一波全新的戰潮。有鑑於此，本研究擬針對台灣B2C網路購物商城「Yahoo!奇摩購物中心」之服務品質顧客滿意度作調查與分析，了解服務品質顧客滿意度與忠誠度之關聯，期望透過對台灣網路購物商城服務品質顧客滿意度與顧客忠誠度的研究，提出對台灣B2C網路購物商城的發展建議，並作為後續改善之參考。

本研究整合相關文獻後，建構出網路購物商城服務品質與其他面向之相關問項，作為網路購物商城顧客滿意度與忠誠度之問卷內容，並使用網路問卷調查進行探測，其研究結果如下：一、網購族群對台灣B2C網路購物商城服務品質之期望中，以安全性之期望最高、關懷性期望最低，以易用性的感知程度最高、安全性的感知程度最低。二、不同人口結構對網路購物商城服務品質的感知有顯著差異，只有不同年齡、教育程度與網路付款方式才會對期望有顯著差異；在消費行為部分，只有過去單次購物金額會對感知產生顯著差異，期望僅有部分相關。網站介面、購物系統都已趨近消費者期望水準，但在交易過程的安全保護卻遠低於消費者的期望。三、網購族群若能感受到越好的網站商品資訊分類、越快速的解決問題、準時提供商品和個性化商品及服務，就能提升越多的整體滿意度。四、顧客滿意度與顧客忠誠度有顯著正向關聯。

The biggest online shopping mall in Japan, “Rakuten Ichiba,” cooperated with Uni-President Enterprises Corp to set up “Taiwan Rakuten Ichiba”. This brings a new competition to the Internet shopping market. Due to this situation, the study aims at studying “the service quality of Yahoo! Online Shopping center” to investigate and analyze consumers’ satisfaction as to understand the relation between customers' satisfaction and loyalty. The result of this study expect to provide advice to future improvement and development of Taiwan B2C online shopping.

Based on literature review, this study designed questionnaires of service quality on online shopping centers and of other relative aspects as the contents of customers' satisfaction and loyalty to online shopping centers and adopted online questionnaires to proceed with investigation. The results of this study are follows: 1) Among expectations of online shopping users, the highest concerned is security while the lowest is empathy. Usability is the highest of the perception while security is the lowest. 2) There is significant difference in perception of service quality on online shopping centers among different demographic group. Only age, education background and terms of payment do they have an apparent difference in expectations. In terms of consumer behaviors, only the sum of a single purchase is there a distinct difference in perception but it is only partially related to expectation. The interface of the website and the shopping system mostly meet customers' expectation but protection for transaction security is by far lower than it. 3) If online shopping users can get access to better classified product information on the website, solutions to problems, timely product supply, and personified products as well as service, overall satisfaction will be more increased. 4). There is a very positive correlation with customers' satisfaction and loyalty.

中文部分
AC尼爾森2005年全球消費者線上調查(2005)。【資料檔】。臺北市：Neilsen Taiwan。

王祖健(2003)。網站技術、服務品質及購買成本對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。

台灣購物／拍賣網站到達率與滿意度(2007)【資料檔】。臺北市：創市際市場研究顧問公司。

各年齡層上網率之成長趨勢(2005)【資料檔】。臺北市：創市際市場研究顧問公司。

陳孟鴻(2003)。網路拍賣機制之研究 —以臺灣E-Bay拍賣網站和臺灣YAHOO奇摩拍賣網站為例。國立交通大學管理學院碩士論文。

江宜樺(1999)。新國家運動下的台灣認同。發表於哈佛大學費正清研究中心主辦「民族主義與兩岸關係」國際學術研討會。11月16-17日。頁21-22。

汪美香、葉桂珍(2000)。消費者屬性、網站滿意度與網路購物意願關係之研究。企業管理學報，第48 期，頁121-138。

吳筱玫(2002)。網路傳播概論。臺北；智勝文化，頁123。

吳明哲(2005)。服務品質、商品品質、商品價格與顧客滿意度關聯性之研究─以Yahoo！奇摩拍賣網站收費後為例。南華大學資訊管理學研究所碩士論文。

李宛穎(1998)。線上銷售考量因素之研究。國立中山大學企業管理研究所碩士論文。

李昀叡(1998)。網際網路圖書購物公司行銷管理之研究。元智大學資訊研究所碩士論文。

沈慧聲(2004)。求職者就業資訊媒體的使用與滿足研究─從人力網站求職者探
討。中國文化大學新聞研究所在職專班碩士論文。

沈琪梅(2008)。雲林縣國民小學教師學校行銷策略瞭解程度及認同度之研究。國立嘉義大學教育行政與政策發展研究所碩士論文。

邱璟明(1998)。網際網路線上服務服務品質衡量模式之建立。台灣大學資訊管理研究所碩士論文。

卓世宏(1998)。國民中學一年級學生的鄉土知覺與鄉土認同─以台東縣為例。台東師範學院國民教育研究所碩士論文。

林豪鏘(2005)。電子商務。臺北市：旗標。

果芸(1998)。電子商務帶來的機會與挑戰。資訊與電腦，211，22-25。

周恬怡(2005)。網路商店服務品質對消費者滿意度與再購意願影響之研究。中原大學企業管理研究所碩士論文。

官振華(1995)。WWW使用者運用電子購物意願之研究─以人格特質、購買涉入
與網路使用行為探討。國立中央大學資訊管理研究所碩士論文。

林玉珮譯，武田哲男著(1994)，顧客滿意經營。臺北：洪建全教育文化基金會出版。

施又瑄(2005)。以科技接受模式與使用滿足理論探討網路消費者行為。國立高雄第一科技大學資訊管理所碩士論文。

柯達(2004)。網路購物使用與滿足之研究。世新大學傳播管理學系碩士論文。

高忠燮(2003)。韓國網際網路購物商城經營策略之探討─以綜合型網際網路購物城為例。國立台灣大學國際企業研究所碩士論文。

徐椿暉(1997)。網際網路線上服務品質評估模式之探討。台灣科技大學企業管理研究所碩士論文。

陳昶昱(2004)。網路拍賣消費者滿意度與忠誠度之研究─以Yahoo！奇摩拍賣網站為例。天主教輔仁大學應用統計研究所碩士論文。

陳鍾淵(2005)。電子商務顧客滿意度研究─以PChome ONLINE線上購物為例。中華大學資訊管理學系碩士論文。

許崇雯(2004)。線上音樂付費會員使用與滿足之研究—以KKBOX及Kuro為例。世新大學公共關係暨廣告學研究所含碩專班碩士論文。

翁秀琪(2002)。大眾傳播理論與實證。臺北市：三民書局。

張敬芝(2003)。網路購物服務品質衡量模式建構之研究。元智大學企業管理學系碩士論文。

郭為藩(1975)。自我心理學。台南：開山書店。

陸佩芝(2008年3月31日)。台灣網路購物市場多軍異起。電子商務時報。2008年4月20日，取自：http://www.ectimes.org.tw/shownews.aspx?id=10441

黃靖文(2003)。量販店服務品質、顧客滿意度與忠誠度間關係之研究─以大臺北地區大潤發量販店為例。大同大學事業經營研究所碩士論文。

葉華容(2001)。顧客關係、服務品質與顧客忠誠度之研究─以網路購物為例。東吳大學企業管理學系碩士論文。

葉向榮(2006)。台灣無線寬頻上網服務使用者「使用與滿足」研究。世新大學傳播研究所在職專班碩士論文。

楊志弘、莫季雍譯，McQuail,D.& Windahl,S.著(1996)，基本模式15-74；傳播模式。臺北：正中書局。

廖漢君、曾光輝(2007)。電子商務網站經營與管理。臺北市：碁峯資訊。

鄭力嘉(1997)。影響網路使用者採行線上購物因素之研究。國立屏東科技大學資訊管理研究所碩士論文。

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。中山大學企業管理研究所碩士論文。

劉懿驊(2005)。大學生與娛樂新聞節目：使用與滿足研究的延伸。世新大學傳播研究所碩士論文。

劉靜宜(2000)。網路商店消費者滿意度與再惠顧意願之研究—以實驗網路花店為例。國立中央大學資訊管理研究所碩士論文。

劉吳卿(2007)。消費者線上購物滿意度與再購意願之研究─以PChome線上購物為例。清雲科技大學國際企業管理研究所碩士論文。

數位時代編輯部(2008年5月)。樂天登臺引爆第二波網路創業風潮。數位時代，168，64-97。

盧忠明(2003)。購物網站之關鍵成功因素及競爭策略研究─以台灣購物網站為
例。國立臺北大學企業管理學系在職專班碩士論文。

購物／拍賣網站品牌印象調查(2006)【資料檔】。臺北市：創市際市場研究顧問公司。

闕嘉慧(2006)。影響線上購物顧客忠誠度因素之研究─以Yahoo！奇摩為例。天主教輔仁大學管理學研究所碩士論文。

闕山晴(2002)。顧客滿意度與忠誠度之研究─以西式速食業為例。國立臺灣科技大學管理研究所在職學程碩士論文。

簡慶哲(1990)。國中學生認同對象之研究。國立高雄師範大學教育研究所未出版碩士論文。

鍾聰美(2003)。台中市連鎖書店消費者滿意度及行銷策略之研究─以諾貝爾書局為例。南華大學出版學系碩士論文。

羅世宏譯，Werner J.Severin等著(2000)。傳播理論─起源、方法與應用
(Communication Theories-Origin,Method and Uses in the Mass Media)，臺北，五南圖書出版公司。

吳明隆、塗金堂(2005)。SPSS與統計應用分析。臺北市：五南。

資策會MIC/IDC(2004)。2004年臺灣網際網路使用者行為剖析。

英文部分
Anderson, Rolph E (1973). Consumer Dissatisfaction: The Effect of Disconfirmed
Expectancy on Perceived Product Performance. Journal of Marketing Research,
10(Feb.): 38-44.

Anderson, E. W. & Mary W. Sullivan (1993).The Antecedents and Consequences
of Customer Satisfaction for Firms. Marketing Sciences, Vol.12, No.2, pp.125-143.

Anderson, Erin W., Fornell, C. & Donald R. Lehmann(1994). Consumer Satisfaction,
Market Share, and Profitability: Findings From Sweden. Journal of Marketing 58,
no.3: 53-66.

A.Parasuraman, V.A.Zeithaml, A.Malhotra. (2005). E-S-QUAL: A Multiple-Item
Scale for Assessing Electronic Service Quality. Journal of Service Research,7(3) ,
pp.213-234.

A.Parasuraman, V. A. Zeithaml, L. L. Berry. (1985). A conceptual model of service
quality and its implications for future research. Journal of Marketing,pp.41-50.

A. Parasuraman , V.A. Zeuthaml and L.L. Berry. (1991). Refinement and
Reassessment of the SERVQUAL Scale. Journal of Retailing.Vol. 67. pp. 420-450.

Bolton, R, & Drew, J,(1991).A Logitudinal Analysis of the Impact of Service
Changes on Customer Attitude. Journal of Marketing, January, pp19-20.

Bentler, P. M.,(1990).Comparative Fit Index in Structural Models. Psychological
Bulletin, 107, pp238-246.

Bakos, J. Y.(1997).Reducing Buyer Search Costs: Implications for Electronic
Marketplaces. Management Science, Vol. 43, pp. 1676-1692.

Bearden, William O. & Teel Jesse E. (1983). Selected Determinants of Customer
Satisfaction and Complaint Reports. Journal of Marketing Research, Vol.20,
pp.21-28.

Blackett, T.(1991).The Valuation of Brand . Marketing Intelligence and Planning,
9(1):pp.27-35.

Bloemer, Jose M. M. & Hans D. P. Kasper (1995), “The Complex Relationship
between Consumer Satisfaction and Brand Loyalty,” Journal of Economic
Psychology, 16, pp.311-329.

Cardozo, Richard N. (1965). An Experimental Study of Consumer Effort,Expectation,
and Satisfaction. Journal of Marketing Research: 2(Aug):244-249.

Czepiel, J. A.(1974).Perspectives on Customer Satisfaction. AMA Combined
Proceedings, AMA, Chicago, IL., pp.119-123.

Churchill, G.A. & Suprenant C. (1982). An Investigation into Determinants of
Customer Satisfaction. Journal of Marketing Research, pp.491-504.

Charnatony, L.D & G.McWilliam(1989).Branding Terminology-The Real Debate,
Marketing Intelligence & Planning.(7/8)：pp29-32.

Cronin, J. Joseph, Jr., and Steven A. Taylor (1992). Measuring Service Quality: A
Reexamination and Extension. Journal of Marketing, Vol.56, pp.55-68.

Cameron, Debra. (1997). Electronic commerce: the new business platform for the
internet. Charleston: Computer Technology Research Corp.

Cadotte, Ernest R., R. B. Woodruff & R. L. Jenkinds . (1987).Exceptions and
Norms in Models of Consumer Satisfaction. Journal of Marketing Research,
Vol.24, pp.305-314.

Coomber, R. (1997).Using the Internet for Survey Research. Sociological Research
Online. 2(2) .

D.A.Griffth,R.A.Krampf. . (1998).An examination of the web-based strategies of the
top 100 U.S. retailor.Journal of Marketing Theory and Practice, 6(3),pp.12-23.

Day, George S. (1969).A Two-Dimensional Concept of Brand Loyalty. Journal of
Advertising Research, 9(Sep.), pp. 29-35.

Don A. Dillman. (2000).Mail and internet surveys: the tailored design method. New
York :Wiley.

Doyle , P.(1990) . Building Successful Brands : The Strategic Options. Journal of
Consumer Marketing,Vol.7,pp5-20.

Eighmey, John (1997).Profiling User Responses to Commercial Web Sites. Journal
of Advertising Research, May/June, pp. 59-66.

Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish
Experience. Journal of Marketing , Vol.55, pp.1-21.

Fornell, C. & Wernerfelt (1992).A Model of Customer Complaint Management.
Marketing Science, Vol.7, pp.287-298.

Garvin, D. A.(1983). What does Product Quality Really Mean. Sloan Management
Review, pp. 25-43.

Griffin, M. M., (1995).You can not get there from here: Situated learning, transfer,
and map skills. Contemporary Educational Psychology, 20(1), 65-87.

Goodman, J. (1989). The Nature of Customer Satisfaction. Quality Progress, Feb.,
pp.37-40.

Groves RM, Couper MP. (1998). Nonresponse in household interview surveys.New
York: John Wiley & Sons Press.

Gronholdt, L., A. Martensen & K. Kritensen(2000).”The Relationship between
Cstomer Satisfaction and Loyalty: Cross-Industry Differences,”Total Quality
Management, 11(4/6),pp.509-514.

Hoffman, & Thomas P.Novak, Marketing in Hypermedia Computer-Mediated
Environments: Conceptual Foundations, Journal of Marketing, 60(July),
50-68, 1996.

Hempel, Donald J. (1977). Consumer Satisfaction with The Home Buying Process:
Conceptualization and Measurement. In The Conceptualization of Consumer
Satisfaction and Dissatisfaction, H. Keith Hunt, Campbridge, Mass, Marketing
Science Institute.

Huppertz, John W., Sindney J. Arenson & Richard H. Evans(1978).An Application of
Equity Theory to Buyer-Seller Exchange Situations. Journal of Marketing
Research, 15(May): 250-260.

Hoffman Donna L. and Thomas P. Novak(1996).Marketing in Hypermedia
Computer-Mediated Environments: Conceptual Foundations , Journal of
Marketing, July, pp50-68.

Hunt, K. H. (1977).Customers Satisfaction/Dissatisfaction-Overview and Future
Directions. In Hunt, K. H. Conceptualization and Measurement of Customer
Satisfaction and Dissatisfaction, Marketing Science Institute, Cambridge, MA.
Kalakota, R. & A. B. Whinston (1996).Frontiers of Electronic Commerce,
Addison-Wesley, Reading, MA.

Katz E., Blumler, J. G. & Gurevitch,M. (1974). Utilization of mass communication by
the individual: an overview. In Blumler, J. G. & Katz, E.(Eds.), The uses of mass
communication: Current perspectives on gratification research. Beverly Hills.

Kelman, H.C.(1958).Compliance, Identification and Internalization：Three Processes
of Attitude Change. Conflict Resolution Vol:2.

Kotler, Philip (1991). Marketing Management: Analysis, Planning, Implementation
and Control. 7th ed., Prentice-Hall, Englewood Cliffs, NJ., pp.246-249.

Levitt, T.(1972). Production-line Approach to Service. Harvard Business Review,
Vol.50, pp. 41-52.

Lastovicka, John L. and Gardner, David M.(1978). Components of Involvement. In
Attitude Research Plays for High Stakes, 53-73.

Lehtinen, U. & J. R. Lehtinen (1982). Service Quality-A Study of Dimension ,
Unpublished Working Paper, Service Management Institute Helsinki, pp. 439-360.

Lee, M. K. O.(1999). A Comprehensive Model of Internet Consumer Satisfaction.
unpublished working paper, City University of Hong Kong.

Jacoby, J. & R.W. Chestnut (1978). Brand Loyalty: Measurement and Management,
New York: John Wiley & Sons, Inc.

Janes, W. N. &Sasser P. L. (1995). “Involvement,attributions,and consuer responses
to rebates. ”Journal Busiess and Psychology,9(3),pp.279-297.

J.Urbaczewski,A.Leonard,C.Brandley. (1998).Wheeler.A Manager's Primer in
Electronic Commerce.Business Horizons. 41(9-10) , pp.5-46.

J.W.Palmer,D.A.Griffuth. (1998).An emerging model of Web site design for
marketing. Communications of the ACM. March,3(41) , pp.45-51.

MeQuail & Windahl. (1993). Communication models: For the study of mass
communication. New York: Longman.

Miller, J. A. (1977). Studying Satisfaction, Modefying Models, Eliciting Expectation ,
Posing Problems and Making Meaningful Measurements, Cambridge, Mass.
Marketing Science Institute, pp.72-91.

M.J.Jun, Z.L.Yang, D.S.Kim. (2004). Customers'perceptions of online retailing
service quality and their satisfaction. The International Journal of
Quality&Reliability Management. 8(21) , pp.8-17.

M.Rice. (1997). What Makes Users Revisit a Web Site. Marketing News. 31(6) ,
pp.12-13.

M.Wolfinbarger,M.C.Gilly. (2003). eTailQ:Dimensionalizing,Measuring,and
Predicting etail Quality. Journal of Retailing.79(3) , pp.183-198.

Newman, J. W. & R. A. Werbel (1973), “Multivariate Analysis of Brand Loyalty for
Major Household Appliances,” Journal of Marketing Research, 10(Nov., pp.
404-409.

Oliver, Richard L. (1980).A Cognitive Model of the Antecedents and Consequences
of Satisfaction Decisions. Journal of Marketing, Vol.17, pp.460-469.

Oliver, Richard L. (1981).What is Customer Satisfaction?. Wharton Magazine,
Vol.5, pp.36-41.

Oliver, Richard L. & W. S. Desarbo (1988).Respones Determinants in Satisfaction
Judgment. Journal of Consumer Research, Vol.14, pp.495-507.
Pfaff, Anita B. (1972).An Indes of Consumer Satisfaction.in Proceedings, M.
Venkatesan, ed. Iowa City: Association for Consumer Research, 713-737.

Palmgreen (1985).Media Gratifications Research: Current erspectives.241-252.
BeverlyHill, CA: Sage.

Parasuraman, A., V. A. Zeithaml, & L. L. Berry, (1988).SERVQUAL:A
Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,
Journal of Retailing,Vol. 64, pp. 12-40.

Parasuraman, A., Valarie A. Zeithmal & Leonard L. Berry (1993).The Nature and
Determinants of Customer Expectations of Service. Journal of the Academy of
Marketing Service, Vol.21, pp.1-12.

Ravi Kalakota, AB. Whinston(1997). Electronic commerce: a manager's guide.
Addison-Wesley.

Swan, Johe E. & Combs, L. J. (1976). Product Performance and Consumer
Satisfaction: A New Concept, Journal of Marketing, 40: pp.25-33.

Sasser, W. E., R. P. Olsen, & D. D.(1978).Wyckoff, Management of Service
Operations: Text, Cases and Readings, Boston: Alley and Bacon, Inc.

Shankar Ganesan. (1994).Determinants of Long-term Orientation in Buyer-Seller
Relationships. Journal of Marketing.58(2), pp.1-19.

Szymamski, D. M. & R. T. Hise (2000).E-Satisfaction: An Initial Examination.
Journal of Retailing, 76(3), pp. 309-322.

Spreng, R. A. and R. D. Mackoy, An Empirical Examination of a Model Perceived
Service Quality and Satisfaction.Journal of Retailing, Vol. 72, pp. 201-214,
1996.

Tse, D. K. and P. C. Wilton (1988).Models of Consumer Satisfaction Formation: An
Extension. Journal of Marketing Research, pp.204-212.

Tellis, G. J. (1988). “Advertising Exposure, Loyalty, and Brand Purchase: A Two-
StageModel of Choice,” Journal of Marketing Research, 25(May), pp. 134-144.
V.Liljander,C.R.Allard,van Riel,M.Pura. (2002).Customer Satisfaction with
E-services: The case of an online Recruitment Portal. Working Paper.University of
Maastricht.

Weiner, Bernard, Dan Russell & David Lerman. (1985). Affective Consequenceness
of Causal Ascriptions. in New Directions in Attribution Research, (2ed) John H.
Harvey, William Ickes & Robert F. Kidd (eds), Hillsdale, NJ: Lawrence
Erlbaum:.577-581.

Wigand, R. T.(1997).Electronic Commerce: Definition, Theory, and Context. The
Information Society (13), 1-13.

Woodside, A. G. F. & R. T. Daly (1989).Linking Service Quality, Customer
Satisfaction, and Behavioral Intention. Journal of Care Marketing, Dec. , pp.5-7.

Westbrooks, R. A. (1980). A Rating Scale for Measuring Product/Service
Satisfaction,Journal of Marketing, pp.68-72.

Woodruff, R. B. (1983).Modeling Consumer Satisfaction Process Using Experience
Based Norms. Journal of Marketing, Vol.10, Aug., pp.296-304.

Yang, Z. & M. Jun.(2002).Consumer Perception of E-Service Quality: From Internet
Purchaser and Non-Purchaser Perspectives. Journal of Business Strategy, Vol. 19,
pp. 19-41.

Zeithaml, V. A., Parasuraman, A & L. L. Berry (1985). Problems and Strategies in
Service Marketing. Journal of Marketing, 49(Spring), pp.33-46.

Zumbehl, R. K. & R. E. Mayo (1994).Customer Focused Quality for the Maintenance
and Repair of Air Force Facilities. Project Management Journal, 25(4), pp. 32-36.

Zwass, Vladimir (1996) .Electronic Commerce: Structures and Issues, International
Journal of Electronic Commerce, 1 (1), 3-23.

Z.Yang, R.T.Peterson, L.Huang(2001). Taking the Pulse of Internet Pharmacies.
Marketing Health Services,5-10, pp.21-23.