隨著網際網路的普及，網路購物已成為全球的趨勢，也吸引許多企業投入網路購物的市場，使得網路購物市場的競爭越來越激烈。為了要在競爭的市場中生存，購物網站必須要了解如何增加客戶的滿意度及持續使用的意願。本研究以「期望確認理論」(Expectation Confirmation Theory)為基礎，探討使用者對於網站所提供的資訊品質、系統品質和服務品質與使用滿意度和持續使用意願之間的關係
　　本研究採用問卷法蒐集樣本資料，得到303份有效問卷，再進一步研究分析驗證模型圖。研究結果發現顧客的滿意度不會受到尚未使用前期望的影響；顧客最在乎的昰網站的資訊品質和服務品質，在本研究中，系統品質並沒有顯著的影響；另外，顧客滿意度會提升持續使用的意向，但不同於以往的研究結果，兩者間的關聯性並不如預期的強烈。本研究在最後也提供一些建議給學術界與網路購物業者在趨勢上的建議。

Since the advent of the Internet, online shopping has grown substantially across the globe. Understanding how to increase customers’ loyalty through lifting up the level of satisfaction has been emphasized by both researchers and practitioners. Through integrating expectation-confirmation theory and IS success, this study attempts to examine how consumers’ expectation, perception and confirmation and satisfaction on information quality, system quality, and service quality affects their continuance intention toward online shopping. Different from prior research focusing on overall satisfaction and continuance intention, this study proposed an extended model to examine consumers’ satisfaction and continuance intention.
The model and relationship were tested and validated by using data collected from 368 full- and part-time students in four universities in Taiwan. The results showed that confirmation and satisfaction are strongly affected by perceived quality but not expectation. However, the impact of satisfaction on continuance intention is not as strong as expected. The implication for research and practice are also discussed.

Table of Contents
CHAPTER 1: INTRODUCTION 1
1.1 RESEARCH BACKGROUND & MOTIVATION 2
1.2 RESEARCH OBJECTIVE 5
1.3 RESEARCH PROCEDURE 6
1.4 THE SCOPE OF THE STUDY 7
1.5 STRUCTURE OF THE RESEARCH 8
CHAPTER 2: LITERATURE REVIEW 9
2.1 E-COMMERCE WEBSITE QUALITY 9
2.1.1 Information Quality 12
2.1.2 System Quality 14
2.1.3 Service Quality 16
2.2 EXPECTATION CONFIRMATION THEORY 19
2.2.1 Consumer Satisfaction 22
2.2.2 Continuance Intention 24
CHAPTER 3: RESEARCH MODEL AND HYPOTHESES 26
3.1 RESEARCH MODEL 26
3.2 HYPOTHESES DEVELOPMENT 28
3.2.1 Relationship between expectation and confirmation 28
3.2.2 Relationship between perception and confirmation 29
3.2.3 Relationship between perception and satisfaction 30
3.2.4 Relationship between confirmation and satisfaction 31
3.2.5 Relationship between satisfaction and continuance intention 32
CHAPTER 4: RESEARCH METHODOLOGY 35
4.1 CONSTRUCTS AND MEASUREMENTS 35
4.2 SAMPLE AND DATA COLLECTION 38
4.3 SAMPLE REPRESENTATIVENESS 39
CHAPTER 5: DATA ANALYSIS AND DISCUSSION 42
5.1 MEASUREMENT MODEL TEST 42
5.2 STRUCTURAL MODEL TEST 50
5.3 DISCUSSION 54
CHAPTER 6: CONCLUSIONS 57
6.1 IMPLICATIONS FOR RESEARCH 60
6.2 IMPLICATION FOR PRACTICE 61
6.3 LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCH 63
REFERENCE 65
APPENDIX A 72
APPENDIX B 77

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