網際網路越來越普及化，網路購物網站提供全天候的便利服務，滿足不同時段的顧客，讓商品可以迅速的到達顧客的手中。網路購物市場交易金額日益龐大，網路商家無不運用各種行銷策略留住顧客。在購物的過程，消費者會面臨諸多的風險來抉擇。而網路商家運用關係行銷可以提升顧客的再購意願。
本文研究網路購物網站的關係行銷對消費者的知覺風險和再購意願之間的關連性和社會經濟背景對關係行銷、知覺風險和再購意願構面差異分析，根據問卷統計分析得到下列結果：
1. 關係行銷對於知覺風險存在部分負向關係
2. 知覺風險對於再購意願存在部分負向關係
3. 關係行銷對於再購意願存在正向關係
4. 知覺風險對關係行銷與再購意願之間具有部分中介作用
5. 網路購物網站可以運用結構性結合的關係行銷方式對於女性、低年齡層、消費次數較多、花費很多的消費者，提供心理上的尊榮待遇、有任何問題時可以獲得及時處理的貼心服務等等，建立差異化服務，讓競爭對手難以模仿，來提升顧客再次購買的意願。

The Internet is becoming increasingly popular, internet shopping site to provide round-the-clock convenience services, to meet different time customers, and let commodity can quickly be reached to customers. The transaction amount is growing on online shopping market, internet businesses use a variety of marketing strategies to retain customers. In the shopping process, consumers will be faced with many risks. Internet merchants by using relationship marketing can enhance customer repurchase intention.
This paper study the connection between relationship marketing, perceived risk of consumers and repurchase intention on internet shopping site, and the socio-economic background via relationship marketing, perceived risk and repurchase intention dimension by using variance analysis. According questionnaire of statistical analysis, the following results:
1. There were some negative relationship between relationship marketing and perceived risk.
2. There were some negative relationship between perceived risk and repurchase intentions.
3. There were some positive relationship between relationship marketing and repurchase intention.
4. The perceived risk had a partial mediator between relationship marketing and repurchase intention
5. Internet shopping site can be the use of structural bond of relationship marketing on women, low-age, consumption more frequently, spend much of consumers, provide treatment of psychological honor, have any questions can get timely processing of care and so on. Establish differentiated services, for competitors difficult to imitate, to enhance customers' willingness to buy again.

論文審定書…………………………………………………………………i
中文摘要…………………………………………………………………...ii
英文摘要…………………………………………………………………..iii
目錄………………………………………………………………………..iv
圖次………………………………………………………………………..vi
表次……………………………………………………………………….vii
第一章 緒論
1.1 研究背景…………………………………………………………1
1.2 研究動機…………………………………………………………2
1.3 研究目的…………………………………………………………3
1.4 研究流程…………………………………………………………4
第二章 文獻探討
2.1 電子商務與網路購物....................................................................5
2.2 關係行銷………………………………………………………..10
2.3 知覺風險………………………………………………………..18
2.4 再購意願………………………………………………………..21
第三章 研究方法與架構
3.1 研究架構………………………………………………………..24
3.2 研究假設………………………………………………………..24
3.3 問卷設計………………………………………………………..26
3.4 分析方法………………………………………………………..28
第四章 資料分析
4.1敘述性統計分析...........................................................................30
4.2 信度分析………………………………………………………..33
4.3 獨立樣本t檢定………………………………………………...34
4.4 單因子變異數分析……………………………………………..35
4.5 多元回歸分析和中介分析……………………………………..43
第五章 結論與建議
5.1 研究結論………………………………………………………..49
5.2 管理意涵………………………………………………………..50
5.3 研究限制與建議………………………………………………..51
參考文獻………………………………………………………………….52
附錄 問卷………………………………………………………………...57

一、中文部分：
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三、 網路部分
1. 資策會，http://www.find.org.tw/find/home.aspx
2. 台灣上網人口調查統計，商用網際網路帳號調查統計，
3. http://www.find.org.tw/find/home.aspx?page=many&id=314
4. 台灣個人連網普及率，http://www.find.org.tw/find/home.aspx?page=many&id=302