對傳統書店來說，網路的迅速崛起帶來了前所未有的衝擊，隨著博客來網路書店的經營愈來愈成功，許多傳統產實體書店也意識到此虛擬通路的無線商機，紛紛投入網路書店這個領域。網路書店能提供多元的服務方式與現代網路購書族群的網路特性認知相符合，因此有意願或曾經在網路書店購書的消費者也愈來愈多。對於網路商店業者而言，瞭解網路消費者滿意度與忠誠度的關鍵因素，是一個重要議題。 已有部分學者發展出專屬於網路商店的服務品質構面，並以此作為網路顧客滿意度或忠誠度的前置影響因素，此外購買者透過網際網路購物無法先檢查與試用實體產品，更增加其不確定感，所以消費者可能知覺到更高風險。在網站服務品質方面，以「商品資訊」、「網站設計」、「購物便利性」、「服務可靠性」、「個人化服務」五個因素為代表；在知覺風險方面，以「財務風險」、「功能風險」、「時間風險」、「安全風險」四個因素為代表。 本研究之主要目的，即在探討網站服務品質、知覺風險兩個構面 探討對於網路顧客滿意度與忠誠度之影響，所得之結論如下： (一)在網站服務品質方面，「服務可靠性」對於顧客滿意度有最高的影響力，其次為「個人化服務」、「購物便利性」、「網站設計」，而「商品資訊」對於顧客滿意度並無顯著的影響；此外，網站服務品質對知覺風險具有顯著的負向影響。 (二)在知覺風險方面，「安全風險」對於顧客滿意度有最高的影響力，其次為「財務風險」、「時間風險」、「功能風險」；而「財務風險」對於顧客忠誠度有最高的影響力，其次為「安全風險」、「功能風險」，而「時間風險」對於顧客忠誠度並無顯著的影響。 (三)顧客滿意度對顧客忠誠度具有顯著的正向影響。 (四)顧客滿意度在知覺風險與顧客忠誠度之間具有中介的效果。 The emergence of World Wide Web (WWW) has brought dramatic changes to the traditional bookstores. Traditional bookstores awake to opportunities of online shopping, and invest in E-bookstores. E-bookstores provide different services accord with online customers’ characteristic, so there are more and more online customers. How to improve the customer satisfaction and loyalty on the Internet has been an issue for companies doing business online. Most of the previous studies on the issues consider online stores’service quality construct as the only antecedent of customer satisfaction or loyalty. Furthermore, Consumers can’t check and touch products through online shopping, it will increase consumers’ uncertainty and perceived risk. The main purposes of this study are to investigate how the factors of e-SQ and perceived risk influence e-satisfaction and e-loyalty. The major findings of this study are as follows: (1) "Service Reliability" has the most effect on customer satisfaction, the next are "Personalized Service", "Shopping Convenience" and "Website Design". Besides, e-SQ has significantly negative effect on customer satisfaction. (2)"Security Risk" has the most effect on customer satisfaction, the next are" Financial Risk", "Time Risk" and "Performance Risk". "Financial Risk" has the most effect on customer loyalty, the next are"SecurityRisk", "Performance Risk". (3) Customer satisfaction has significantly positive effect on customer loyalty. (4) Customer satisfaction has intermediary effect between perceived risk and customer loyalty.
