Chia-Cheng Tsai

本研究旨在探討曾經瀏覽過網路書店的網路使用者，對於網路書店的滿意度、忠誠度，進而發現消費者在進行網路購書時所重視的各面向，了解網路書店經營的發展方向。研究結果顯示，研究模型三大構面中的網站設計、服務品質、個人化服務，與研究變數與滿意度和忠誠度之間，具有顯著相關。研究結果期望能提升網路書店之服務品質，以達到消費者滿意度。

The purpose of this paper is to explore satisfaction and loyalty of users who have visited online bookstore before in order to discover all the aspects that customers are concerned with and develop an insight into the management of an online bookstore. According to the research, the website design, quality of service, personal service, and the three major factors of research model, are highly relevant to research variables as well as satisfaction and loyalty. The results of this paper aim at improving the service quality of online bookstore for the sake of meeting customers' satisfaction.