| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 94 === To survive under the bubble economy and great competition on the Internet, many enterprises are seeking to remain their old customers on one hand, and attract the new ones on the other hand. However, to do this, the enterprises will have to efficiently grasp the value of the online customers. Data were analyzed using Linear Structure Relation (LISREL) to examine the theoretical (causal) model. The sample was acquired through a web-bases data collection and the questionnaire was placed on a web site where respondents could access and complete the survey. Survey work was conducted from 2005/11/21 to 2005/12/4. 1560 surveys are returned and 1361 surveys are usable.
The major results are as following: First, Firm Expertise、Privacy Emphasizing and Interaction Satisfaction had a significant influence on Trust. Second, Firm Expertise、Customer Expertise、Frequency of interaction、Interaction Satisfaction and Termination Costs positively affect dependent. Third, Trust and Dependent directly affect Commitment.
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