個人化是利用資訊科技，依據顧客個人的偏好，提供給顧客符合其個人需求的內容或產品的一種服務。近年來，個人化在網際網路上已成為重要的關係行銷工具。在實務上，許多個人化的相關技術已趨於成熟；在學術上，有關個人化服務的研究，也有如雨後春筍般的迅速發展。本研究的目的是提出一個關係建立的觀點，將個人化服務視為關係行銷的重要工具，由個人化服務而產生的關係利益則被視為是個人化服務與顧客忠誠度之間的重要中介因素。經由關係利益的角度檢視個人化服務，能同時涵蓋理性因素與情感因素，並瞭解這些因素對個人化服務所造成的不同影響。本研究是採用實驗法，藉由操弄網站的個人化服務，以瞭解在網站中不同的個人化設計對顧客忠誠度的影響。網站個人化服務可以分為三種：包括社交性(socialness)、自我關聯(self-reference)與內容相關(content relevance)。研究的結果顯示，個人化服務確實能藉由關係利益的提供而提昇顧客的忠誠度，而且情感性的關係利益對顧客忠誠度的影響大於理性關係利益所產生的影響。研究的發現擴展了我們對個人化的瞭解，同時也提供實務者設計網站時的重要方向，以具體提昇網站的品質。

Personalization that uses information technology to tailor content and products/services to the preferences and tastes of individual customers has become a useful function in online relationship marketing. Many techniques have been developed, and research on personalized services has increased substantially in recent years. The objective of this research is to propose a relationship-building perspective that treats the relational benefits resulting from personalized services as the important mediated factors that affect customer loyalty. In this research, a theoretical model is proposed to include both cognitive and affective benefits in order to investigate their relative influences on customer loyalty. A controlled laboratory experiment was conducted to investigate the effect of three different personalization tactics: socialness, self-reference, and content relevance. The results showed that personalized services can contribute to customer loyalty by bringing relational benefits to customers, and the impact of affective benefits on customer loyalty is greater than that of cognitive benefits. The findings extend our existing understanding of personalization, and offer valuable information to practitioners on enhancing their website design.

ABSTRACT ii
CHAPTER 1 INTRODUCTION 1
1.1 Background of the Problem 1
1.2 Research Motivations 2
1.3 Research Questions 7
1.4 Research Process 8
1.5 The Structure of the Dissertation 8
CHAPTER 2 LITERATURE REVIEW 10
2.1 Personalization 10
2.1.1 The Concept of Personalization 10
2.1.2 Personalization Tactics for Relationship Marketing 13
2.1.3 Theories of Personalization Effects 15
2.2 Relational Benefits 17
2.2.1 Determinants of Customer Relationship 17
2.2.2 Dimensions of Relational Benefits 19
2.2.3 Relational Benefits in E-commerce Context 21
2.3 Customer Intimacy 23
2.3.1 The Concept of Intimacy 24
2.3.2 The Development Process of Intimacy in an Interaction 29
2.3.3 Intimate Interaction on the Internet 30
2.3.4 Major Components of Customer Intimacy 31
CHAPTER 3 RESEARCH DESIGN 33
3.1 Research Model and Hypotheses 33
3.1.1 The Effect of Personalization Tactics 34
3.1.2 The Impact of Relational Benefits 40
3.1.3 Control Variables 42
3.2 Operationalization of Constructs 43
3.3 The Development of Customer Intimacy Measurement 48
3.3.1 Items Generation and Selection 48
3.3.2 Content Validity Evaluation 49
3.3.3 Exploratory Factor Analysis 56
3.3.4 Confirmatory Factor Analysis 59
3.3.5 Construct Identification 63
3.4 Statistical Methods of Data Analysis 65
CHAPTER 4 THE EXPERIMENTAL STUDY 67
4.1.1 The Experimental Design 67
4.1.2 The Experimental Process 72
4.1.3 Experimental Controls 74
4.1.4 Data Collection 75
CHAPTER 5 DATA ANALYSIS AND RESULTS 78
5.1 Measurement Model 78
5.1.1 Construct Reliability 78
5.1.2 Construct Validity 78
5.2 Structural Model 84
5.3 Discussions 89
CHAPTER 6 CONCLUSION 92
6.1 Summary of Research 92
6.2 Theoretical Contributions 94
6.3 Practical Contributions 96
6.4 Limitations 97
6.5 Directions for Future Research 98
REFERENCE 100
APPENDICES 110
Appendix A. Review Questionnaire for the Measure of Customer Intimacy 110
Appendix B. The Questionnaire for Measurement Development 126
Appendix C. The Questionnaire for Experiment 132

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