本研究探討社群網站互動性對顧客忠誠度的影響。並以顧客關係為中介變數。統計方法上，使用描述性統計分析、因素分析、信度分析、路徑分析來驗證假設。
本研究結果指出，社群網站互動性對顧客忠誠度並沒有明顯正向影響，但是社群網站互動性對顧客關係品質是有顯著影響，同時證實顧客關係品質的確具有中介效果，當社群網站互動性提高顧客關係品質也會發揮中介效果，間接影響顧客忠誠度的提升。因此我們可以推論社群網站的互動性仍舊可以提升社群網站的忠誠度，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 study examines the effects of customer loyalty on social network sites. Use customer relationship as the intermediary variable. In the statistical method, this study utilizes SPSS and PLS to test the hypotheses.
The results show that there is no direct positive influence between the interac-tivity of a website and customer loyalty. However, significant indirect relationships exist. That is, the perceived interactivity of a website can affect the relationship qual-ity, which will in turn affects customer loyalty. Relationship quality has a mediating effect between website interactivity and customer loyalty.
