網路購物已經成為國內民眾使用網路動機的第四名，也是名次躍升最快的網路應用。對於網路商店經營者而言，吸引新顧客的成本遠高於留住舊顧客。因此，如何留住既有的顧客成為業者面臨的難題。 本研究從電子服務的角度出發，將電子商務網站視為服務消費者的媒介，而非單純的資訊系統。因此，本研究依消費流程的概念將網站服務品質分為：流程品質和結果品質，探討各個服務環節及價格認知對消費者滿意度的影響。電子服務的概念，是希望能透過提供令消費者滿意的服務來建立忠誠度。因此本研究以消費者忠誠度做為依變數，並探討信任對忠誠度的影響。 因此，本研究藉由網路問卷的方式，蒐集有使用網路商店消費者的樣本資料，經由資料的統計與分析發現：（1）流程品質與顧客價格認知對消費者滿意度有正面的影響；（2）網站服務的流程品質對消費者信任有正面的影響；（3）消費者滿意度以及「對網路商店的信任」對消費者忠誠度有正面的影響。 根據資料分析之結果，本研究對國內網路商店業者提出三點建議：（1）從網站的易用性、隱私性、設計性、資訊正確性、功能性等方面著手，提升網站服務的流程品質；（2）提升商品的價格競爭力；（3）跳脫商品本位思想，轉型成為電子服務提供者。 In Taiwan, online shopping has become the fourth reason for using the Internet service. Moreover, online shopping is the fastest growing network application. The cost of attracting a new customer is higher than the cost of retaining an old customer. Thus, how to retain their customer has become the vital issue for online stores. From the aspect of e-service, website is not only a information system, but also a tool for business to deliver their service to customers. From the aspect of consumption system, we divided e-service quality into process quality and outcome quality to discuss the effect of each service encounter on overall customer satisfaction. In this research, we use loyalty as a dependent variable, and discuss the relationship between trust and loyalty. In this research, we collected data by conducting a survey on the Internet. On the basis of statistical analysis, this research find out the following result：(1)process quality has a positive influence on satisfaction；(2) customer’s price perception has a positive influence on satisfaction；(3)customer satisfaction and trust have positive influence on customer loyalty. According to the result, the author provides the following suggestion：(1) improve e-service quality by assuring ease of use, privacy, design, information accuracy, and functionality；(2) make the price level of online store more competitive；(3) transform from product seller to e-service provider.
