本研究之旨趣為探討關係行銷的結合層次是否為網路商店經營類型影響顧客認知價值的中介變數，網路商店依照台灣網路的現況分為四大類型；關係行銷分為三大層次；而顧客價值依照Keeney(1999)提出的一個在電子商務購物環境下顧客價值的觀念性架構以及Oliver(1999)提出的消費者價值模型，將顧客價值的構面共分為三類，依此設計問卷。問卷的發放方式採取便利抽樣方式在網路上發放問卷，得有效問卷280份。
本研究主要成果與結論如下：1.研究結果顯示網路商店經營類型的差異對於關係行銷結合的方式是有差異影響的，而對於關係行銷的三個層次財務性、社會性以及結構性也分別都有其顯著影響。2.研究結果顯示關係行銷結合層次對於顧客價值有其正面的影響，而關係行銷的三個層次財務性、社會性以及結構性也分別對顧客價值都有其正面影響；再者，關係行銷結合層次對於顧客價值的三項購面也都有其正面的影響。3.研究結果顯示關係行銷結合層次確實對於網路商店經營模式影響顧客認知價值會產生中介效果，而對於顧客認知價值中的成本價值、品質價值以及感受績效同樣也會產生中介效果。
最後，本研究指出研究限制及提出對未來研究者及企業界之建議。
The purpose of the study is to discuss relationship marketing levels whether does affect the customer value for the network store types. Network store divides into four types according to Taiwan network present situation. Relationship marketing divides into three levels. Customer value divides into three types according to the consumer value model from Keeney(1999) as well as the electronic commerce shopping environment from Oliver(1999).
A sample, 280, is randomly obtained from the customers in network. Data is collected through the method of survey questionnaire. The results show:
The First, the findings showed network store types has the impact on relationship marketing; including on finance, sociality as well as structural level.
The second, the findings showed relationship marketing has the impact on customer value, and relationship marketing’s three levels has the impact on customer value. As the result; relationship marketing has the impact on customer value’s three parts.
The third, the finding showed relationship marketing levels does affect customer value for the network store types, including on cost, quality, and sensory value.
Finally, the limitations of the study and the recommendation for future research are discussed.
