1、服務創新對消費者滿意度有顯著正向影響。
2、服務創新對服務品質有顯著正向影響。
3、服務品質對消費者滿意度有正向影響。
4、服務品質對服務創新與消費者滿意度有部分中介效果。
This study uses customers from Taiwan online shopping platform as a research target group, and aims to explore the delivery service in online retailing between consumers sat-isfactionand the Service Innovation、Service Quality. And by doing so, researchers hope to provide more understandings on the consumerbehaviors when they demanding to delivery service in online retailing. We issued 480 copies of 408 effective ones, and it attemptis to explain the structural framework by establishing evaluation indicators through four analyt-ical processes involving descriptive statistics, reliability analysis, regression analysis, Pearson Produc-moment, Correlation Analysis. Based on the experiential results of comparing the statistics and analyses, the paper concludes:
1. Service Innovation has a positive influence on customer satisfaction.
2. Service Innovation has a positive influence on service quality.
3. Service Quality has a positive influence on customer satisfaction.
4. Service Quality of the servie innovation and customer satisfaction has some inter-mediary effect.
