本研究是以在網路上有過購物的消費者為研究對象，探討網站服務品質對顧客忠誠度之影響並加入第三方支付為干擾變數。
網路和行動裝置的發展進步，使得人們多了網路購物這一個選項，這是一個不會受到地域或是時間的限制而購物的方式。在台灣的網路購物市場逐年向上成長，而在成長的背後也衍生出網路購物安全、隱私性及品質的問題，因此本研究之研究目的主要是將探討網站服務品質對顧客忠誠度之影響，並加以探討第三方支付之知覺風險對顧客忠誠度之影響，最後加入第三方支付之知覺風險檢視兩變數之間的干擾之效果。
本研究的受訪者須有在網路上購物之經驗，所以本研究採用了Google網路問卷，利用通訊軟體LINE及社群網站FACEBOOK發放問卷，回收有效樣本共有241份，以迴歸分析等研究方法進行假說檢定，分析後顯示出網站服務品質與顧客忠誠度呈現正向關係，在第三方支付之知覺風險與顧客忠誠度呈現相關聯，而第三方支付之知覺風險對網站服務品質會正向影響顧客忠誠度方面呈現出干擾效果。
Development and progress of the Internet and mobile devices, it allow people to more online shopping options, this way will not be restricted geographical or time while shopping. Taiwan online shopping market growing up year by yea r, but in the growth of online shopping is also bring about security, privacy and quality issues. The main purpose of this study is to investigate the effect of service quality on customer loyalty of site, and to explore perceived risk of third party payment the impact on customer loyalty. Finally, adding third Party Payment as a moderator a moderator interference effects between the two variables.
Respondents had to have shopping experience on the Internet, the research used Internet questionnaire. Total of 241 valid samples recovered. The results show the online service quality and customer loyalty presents a positive relationship. Perceived risk of third party payment and customer loyalty are positive associations. The perceived risk of third party payment has influence on the above-mentioned two variables, that is, online service quality and customer loyalty.
