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INTERNET(,330046):,Internet,,,,:;;;;:F713.50:A:1000-2154(2007)05-0040-07:2007-1-24:(1964-),,,,(),,,[1],Internet,,,,,,,,(),,,,,,,,[1]319[2],,,[3-4],5187No15Vol118720075JOURNALOFBUSINESSECONOMICSMay.2007Oliver[5]4,Oliver,,Internet,(),,Oliver--Parasuraman--OliverAakerAndersonetal.,,ParasuramanGrewal[6]Bakeretal.Grewaletal.Heskettetal.,,Croninetal.[7],,,,,,,,,[8]Oliver[9],,,,,,[10],,,,,[11-12],(),,1,(1),(),,,[13],()(),145:INTERNET()()()()()[11]60Sirdeshmukhetal.[14],LauLee[15]ChaudhuriHolbrook,[16]Reichheldetal.[17],,,,H1:,()[18],(receive),(sacrifice)()Gomezetal.[19],,JonesSasser[20],,Gefen[21],Solomon[22],,,,H2a:,H2b:,H2c:,(),,,,[8]141[23-24],,,H3a:,H3b:,(),47Likert,(1)(7),,,,5Lassaretal.Mathwicketal.,3Wangetal.Raietal.5Gefenetal.Crosbyetal.,6Geyskensetal.Srinivasan242007()2030[25],2250250,221,10,211,84.4%2035,41.5%,58.2%1250.2%,75.1%15,13.4%261ItemsPVCSTRUSLOYAPV1PV2PV3PV40.7250.8420.7170.7390.2400.1330.2680.1710.3430.1240.2960.277-0.085080.1900.2080.249CS1CS2CS30.3850.4310.3610.7340.6530.6370.3440.4050.4460.1640.2340.218TRUS1TRUS2TRUS3TRUS4TRUS50.1550.2630.3860.3750.2710.4120.2370.3260.1670.2650.7160.7390.6580.7580.7520.2090.2380.2840.2420.176LOYA2LOYA3LOYA4LOYA5LOYA60.2560.1360.2670.1080.113-.2300.1850.1830.4790.4160.4340.295-0.03170.3270.4260.6900.6950.7810.6170.593:Suppressabsolutevalues0.50.Totalvarianceexplained(74.837%).2ConstructScaleItemsEstimateS.E.C.R.PVPV1PV2PV3PV40.7940.7720.8170.796----0.0850.0820.084----11.86412.69212.301CSCS1CS2CS30.8520.9300.892----0.0560.058----18.53717.262TRUSTRUS1TRUS2TRUS3TRUS4TRUS50.8060.8090.8790.8530.813----0.0750.0680.0700.072----13.44015.12714.48013.532LOYALOYA2LOYA3LOYA4LOYA5LOYA60.6360.7050.6020.8040.836----0.1500.1240.1320.145----8.5457.5239.4269.676:X2(d.f.)=252.443(113d.f,p=0.000);GFI=0.884;AGFI=0.843;NFI=0.909;CFI=0.947;RMR=0.063(),SPSS12.04Varimax(PCA),Kaiser-Meyer-Olkin(0.932;0.5)Bartlettssphericity(p=0.00;0.05),(constructvalidity)1,40.5(factorloading),,(PV5)(LOYA1)0.5,,,AMOS5.0(CFA),,2,0.602(LOYA4)0.930(CS2),20095%0.40,GFIAGFINFICFIRMR345:INTERNET3Construct(Factor)InitialItemsItemsAfterPCAandCFACronbachsAlphaPV540.8736CS330.9199TRUS550.9191LOYA650.8449,Cronbachsalpha3,0.8710.917,NunnallyCronbachsalpha0.60()1,AMOS5.02,X2(X2=252.443,degreesoffreedom[d.f.]=113,p=0.000)GFI=0.884;AGFI=0.843;NFI=0.909;CFI=0.947,RMR=0.063(0.08),ArbuckleWothe,,H2c,424HypothesesEstimateC.R.ResultsH1:]0.614.453H2a:]0.7910.223H2b:]0.303.383H2c:]0.00-0.025H3a:]0.616.663H3b:]0.231.8133:3p0.05;33p0.1;,,(0.610.23),,(0.610.30),,,(0.790.30)(0.00),,,Internet,,()(),,,,,,,442007,,,,:Internet,,,,,,,Internet3,,,IT,,,,3,,,,,,,,,,,,,,:[1]KumarV,ShahD.BuildingandSustainingProfitableCustomerLoyaltyforthe21stCentury[J].JournalofRetailing,2004,80(4):317-330.[2]DowlingGR,UnclesM.DoCustomerLoyaltyProgramsReallyWork?[J].SloanManagementReview,1997,38(4):71-82.[3]OliverRL.WhenceConsumerLoyalty?[J].JournalofMarketing,1999,63(4):33-44.[4]ShoemakerS,LewisR.Customerloyalty:TheFutureofHospitalityMarketing?[J].InternationalJournalofHospitalityManagement,1999,18(4):345-370.[5]OliverRL.Satisfaction:ABehavioralPerspectiveontheConsumer[M].NewYork:Irwin/McGraw-Hill,1997.[6]ParasuramanA,GrewalD.TheImpactofTechnologyontheQuality-Value-LoyaltyChain:AResearchAgenda[J].JournaloftheAcademyofMarketingScience,2000,28(1):168-174.[7]CroninJr,JosephJ,BradyMK,HultG.TomasM.AssessingtheEffectsofQuality,Value,andCustomerSatisfactiononConsumerBehavioralIntentionsinServiceEnvironments[J].JournalofRetailing,2000,76(2):193-218.[8]AndersonEW,SullivanMW.TheAntecedentsandConsequencesofCustomerSatisfactionforFirms[J].MarketingScience,1993,12(2):125-143.[9]OliverRL.ACognitiveModeloftheAntecedentsandConsequencesofSatisfactionDecisions[J].JournalofMarketingResearch,1980,17(11):460-468.[10]WoodruffRB.CustomerValue:ThenextSourceofCompetitiveAdvantage[J].JournaloftheAcademyofMarketingScience,1997,25(2):139-53.545:INTERNET[11]GefenD,KarahannaE,StraubDW.TrustandTAMinOnlineShopping:AnIntegratedModel[J].MISQuarterly,2003,27(1):51-90.[12]JarvenpaaSL,TractinskyN,VitaleM.ConsumerTrustinanInternetStore[J].InformationTechnologyandManagement,2000,12(1):45-71.[13]LewisJD,WeigertA.TrustasaSocialReality[J].SocialForces,1985,63(4):967-985.[14]SirdeshmukhD,SinghJ,BarryS.ConsumerTrust,Value,andLoyaltyinRelationalExchanges[J].JournalofMarketing,2002,66(1):15-37.[15]LauGT,LeeSH.ConsumersTrustinaBrandandtheLinktoBrandLoyalty[J].JournalofMarket-FocusedManagement,1999,4(4):341-370.[16]ChaudhuriA,HolbrookMB.TheChainofEffectsfromBrandTrustanBrandAffecttoBrandPerformance:TheRoleofBrandLoyalty[J].JournalofMarketing,2001,65(2):81-93.[17]ReichheldFF,SchefterP.E-LoyaltyYourSecretWeaponontheWeb[J].HarvardBusinessReview,2000,8(1):105-113.[18]ZeithamlVA.ConsumerPerceptionsofPrice,Quality,andValue:AMeans-EndModelandSynthesisofEvidence[J].JournalofMarketingServiceQuality,1988,12(3):135-138.[19]GmezMI,McLaughlinEW,WittinkDR.CustomerSatisfactionandRetailSalesPerformance:AnEmpiricalInvestigation[J].JournalofRetailing,2004,80(4):265-278.[20]JonesTO,SasserJrEEarl.WhySatisfiedCu