| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 96 === By the increasing use of the internet, people are used to make friends with strangers on the Internet. Would virtual relationship affect the brand image of consumer as real relationship？Would virtual relationship influence indirectly the loyalty of the media letting people know each other？The motivation of studying these questions is to realize the indifference of real and virtual relationship.
The main purpose of this study wants to analyze three questions：
1.Would the on-line marketing activities contribute to close interactions of the members on the web？
2.Would the depth, scope and positive attitude of the interactions of the web members affect the e-loyalty of this web？
3.Which is the best way to encourage the interactions of the web members？
This study obtains some important findings. First, the more on-line marketing activities, the more interactions of the members belongs the web. Second, the more interactions of web members, the more friends on this web, and the more positive interactions with members could promote the loyalty of this website. Third, the more interactions of web members would make the person to introduce this website to others.
But these commendations of the web members do not reflect the loyalty, the finding maybe be caused by some factors, especially by the tactics of friend-making for finding couple.
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