| Summary: | 碩士 === 玄奘大學 === 資訊傳播研究所 === 97 === Due to the rapid progresses of modern science and technology, they accelerate people’s life steps. The relationship between electronic commerce and internet has been inseparable, so Web-based business results in one wave of unrest. How to aim at Web-based business, knowing customers requirement has been an important issue. Lots of Web-based business companies are looking forward new customers. They emphasize on the number of customer growth rate, but ignore the importance of consumer loyalty. In this study, based on Oliver’s customer model we try to modify it to examine the relevance among “quality value”, “cost value”, “performance outcomes”, “customer satisfaction” and “customer loyalty” for this reason. Moreover, according to the result of this study we provide some suggestion for someone wants to engage in Web-based business.
The result of this study shows that in Web-based business, customer’s satisfaction is positively affected by customer about electronic product’s “quality value”, “cost value”, and “performance outcomes”. In terms of impact effect, customer perceived “performance outcomes” is highest than “quality value” and “cost value”. However, customer satisfaction only influence on short-term loyalty. In addition, the population feature is not relevant to the customer satisfaction.
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