排除考慮所販售產品本身屬性所造成的差異,本研究針對網際網路購物者特性、購物動機、期望的網站服務與顧客滿意度之間的因果關係,以LISREL結構化方程模式,去作分析與驗證。結果發現:購物網站的經營者不應該針對網際網路購物者本身的特性,去作不同網站服務流程的規劃與設計,而是應該針對購物者不同的上網購物動機(例如:因為便利、因為隱私、因為節省時間、因為資訊提供充分、因為可不受地理區域或國別限制等),去設計因購物動機不同、所區分出來的不同消費族群之所需要的網站服務流程與項目。若將性別的因素考量進來,不同屬性的男性不會對「期望的網站服務」有顯著的不同需求,但不同屬性的女性會對「期望的網站服務」有顯著的不一樣需求。
Excluding the differences shaped by the product attributes, this research employs LISREL (Linear Structural Relation), one of widely used structural equation models, to investigate the causal relationship among the Internet shopper characteristics, shopping motives, expected web site services and customer satisfaction. The study display that the planning and designing of a shopping web site is better derived from different sopping motives rather than different shopper attributes. The services offered by shopping web sites should aim to satisfy different shopping motives. Taking the agenda into account, different attributes of male shoppers do not have diverse web site service expectation while different attributes of female shoppers do.