網際網路挾帶著兩個不同於大眾媒體的優勢：互動能力與資料蒐集能力，這種互動式媒體已經開始影響我們的生活，也因為這種互動功能導致Web2.0的興起，網路社群比比皆是，但是經營社群網站與經營企業一樣，最重要的即是留住網友並獲取網友的終身價值，經營虛擬社群並維持良好長久的關係，可以創造另外的價值與利益，於是如何將網友留下來是每個社群網站經營者所關心的事情。
關係的建立來自於人際間的互動，互動性在網際網路中也廣為討論，經文獻探討後建立本研究的研究架構，探討社群使用者感受到網站提供的互動性，如何影響網友對網站的忠誠度，而互動性對關係品質的影響為何，是否會間接影響到忠誠度也是本研究關注的重點之一。
研究結果顯示互動性對忠誠度並沒有明顯正向影響，但是互動性對關係品質是有顯著影響，同時證實關係品質的確具有中介效果，當互動性提高關係品質也會發揮中介效果，間接影響忠誠度的提升。因此我們可以推論網站的互動性仍舊可以提升網站的忠誠度，但是社群網站業者不能一昧增加互動功能，要考慮到使用者是否真正感受到整體社群網站互動性的提升。

The Internet as a new media has two distinct and powerful advantages: interactivity and data collection. The emergence of Web2.0 has taken advantage of these characteristics to provide a powerful platform for sharing opinions and communication in virtual communities. However, successfully managing a virtual community is the same as managing a company. The most important thing is to maintain a good relationship with its customers and retain loyal customers. Much previous research has reported that maintaining a good relationship with customers can produce long-term benefits to the organization.
The purpose of this research was to investigate whether customer relationship and loyalty can be affected by the perceived interactivity of a website. We developed a research model and conducted an online survey on eight representative websites to collect data. The results show that there is no direct positive influence between the interactivity of a website and customer loyalty. However, significant indirect relationships exist. That is, the perceived interactivity of a website can affect the relationship quality, which will in turn affects customer loyalty. Relationship quality has a mediating effect between website interactivity and customer loyalty.

表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 4
第二章 文獻探討 6
第一節 虛擬社群 6
第二節 網站互動性 11
第三節 關係行銷與關係品質 20
第四節 忠誠度 33
第五節 互動性、關係品質與忠誠度間的關係 40
第三章 研究架構與方法 43
第一節 研究架構與研究假說 43
第二節 研究對象 45
第三節 研究構念定義與問卷設計 47
第四章 資料分析 53
第一節 敘述性分析 53
第二節 因素分析及信效度分析 57
第三節 假說檢定 64
第五章 結論與建議 77
第一節 研究結論 77
第二節 研究貢獻 80
第三節 研究限制與建議 81
參考文獻 83
附錄 89

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