| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 95 === According to the survey from Institute for Information Industry, e-commerce in Taiwan is growing up and keeping in step with other depended countries. With the maturity of Internet, it is becoming a new way of business transaction and communication. Internet is rich in lots of profit and turning into a new channel by which consumers can search any information or products much efficiently. Because of Internet, the competitions of business have converted from physical market into virtual market. Therefore, this study is to explore the buying behaviors of the consumers who are often web-shopping. This study tries to link the flow theory and explore the consumers’ satisfaction, e-loyalty, and referral etc. toward the website after their bought products on it. This study collects samples by online questionnaire and receives 252 valid samples. This study uses LISREL for analyzing method and induces following conclusions:
1. The satisfaction of web-shopping consumers is affected by the e-scape which they perceive, on the other hand, there is not significant evidence to show that the web-sopping consumers flowing in the website will affect the satisfaction.
2. The satisfaction of web-shopping consumers is the main factor which can affect the e-loyalty, trust, and referral of the consumers toward the website.
3. The referral of web-shopping consumers will be affected by the trust of the consumers toward the website.
4. The e-loyalty of web-shopping consumers toward the website is the main factor which can affect the referral, and the desire of these consumers to participant in related virtual communities
Finally, this study provides several practical suggestions about managing the web-shop and constructs a integrated model which can be used a new reference material.
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