| Summary: | 碩士 === 國立高雄師範大學 === 科技管理研究所 === 98 === In this Internet age of information technology, it’s a new tendency to get knowledge by electronic learning (e-learning). In this study, the researcher explored consumer behavior in Electronic Learning market with relationship marketing perspective. Study aims to explore Electronic Learning industry：first, examine the relationship among relationship marketing, relationship quality and customer purchase intentions. Second, verify the mediation effect of relationship quality on relationship marketing and customer purchase intentions. Finally, investigate the moderation effect of self-efficacy.
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