根據資策會2007年報導指出，台灣網路美容保養品類別市場規模由2004年的20億台幣，預估至2008年將成長至116億台幣，就各產品成長率而言，2008年美容保養品類別成長率將居冠，達71%。另根據資策會研究報告指出，2006年台灣電子商店整體平均退出比例為13.9%，但以販售美容保養產品為主的電子商店退出率卻高達18.04%，顯示販售美容保養品為主的電子商店其競爭相當激烈，對於業者而言，如何吸引顧客重覆購買，保持忠誠行為，乃是網路化妝品經營業者最須關切的重要課題。據此引發本研究的研究動機：針對台灣網購化妝品市場進行相關的研究探討。本研究以網站形象、網購價值為前因變數，以網購滿意為中介變數，透過線性結構方程式模式來探討台灣網購化妝品忠誠行為。經實證分析結果如下： 一、在台灣網購化妝品市場中，網購滿意會直接影響網購忠誠。 二、在台灣網購化妝品市場中，網購價值為網購滿意之重要前因；而網站形象需經由網購價值才能影響網購滿意。 三、在台灣網購化妝品市場中，網購滿意扮演影響網購忠誠重要的中介角色。 四、在台灣網購化妝品市場中，網站形象無法直接影響網購忠誠。 According to the report made by MIC in 2007, Taiwan’s cosmetics market will grow up to NT$ 11.6 billion in 2008 from NT$ 2 billion in 2004. Considering the growth rates of all products, the cosmetics products will reach 71% in 2008. However, another report of MIC indicates that the retreat rate of on-line shops selling cosmetics is 18.04% higher than the average retreat rate of all the on-line shops which is 13.9%. That means the competition among the on-line shops selling cosmetics is very fierce. So, it is very important for the on-line shops selling cosmetics to maintain the customers’ loyalty. This research focused on the Taiwan’s on-line cosmetics market. This research analyzed the loyal behavior on Taiwan’s on-line cosmetics market through Structural Equation Modeling (SEM) and take website image and e-customer value as antecedents and the e-customer satisfaction as mediating variable. There are four results from this research: 1.The e-customer satisfaction has a direct influence on e-customer loyalty in Taiwan’s on-line cosmetics market. 2.The e-customer value is a crucial antecedent and the website image influence e-customer satisfaction through e-customer value. 3.The e-customer satisfaction is the most important mediator in Taiwan’s cosmetics on-line market. 4.The website image has no direct influence on the e-customer loyalty in Taiwan’s on-line cosmetics market.
