台灣網路消費人口多，不少品牌透過網站經營掌握會員資料，提高品牌形象，並藉由網路商品販賣增加品牌營收。不少教育機構也投入網站經營，從而掌握會員，銷售商品以提升網站營收。網站商店經營關鍵在於消費者是否有意且持續在該網站購買商品，教育商品較之其他類型有其獨特性，父母購買後實際的使用者是子女，且學習成效也不易估量。因此，本研究旨在探討教育商品網站的經營對消費者滿意度是否產生影響，進一步探討滿意度的提升是否影響消費者對網站的信任與承諾，而這三者是否讓消費者的購買意圖增加。
本研究以「刺激」－「有機體」－「反應」為研究架構，將「品牌推廣」、「 品牌形象」、「知覺價值」當作刺激因子，「滿意」、「信任」、「承諾」視為有機體，測試消費者對「再購意圖」的反應。調查對象必須瀏覽過本研究指定的教育網站且有在該網站有購買經驗者，網路問卷有效填答樣本共231份，皆為育有子女的父母填寫，研究模型經SmartPLS的檢驗信效度足夠。
研究指出品牌推廣對滿意度沒有顯著影響，品牌形象、知覺價值正向影響滿意度，滿意度正向影響信任與承諾，滿意度、信任與承諾都正向影響再購意圖。
教育商品的消費者為父母使用者為子女，且學習類商品的實質效益不易評估，品牌推廣中潛在變項推薦、試用與口碑，對消費者的滿意度影響終是有限。但提升品牌形象、加強體驗感受確有可能對關係品質（滿意度、信任與承諾）產生顯著的影響，並進一步提高消費者的再購意願，有效提高網站營收。

Taiwan has a large population of online consumers, with brands using websites to collect member data and enhance their brand image, resulting in increased revenue through online sales. Educational institutions have also ventured into website operations to attract members and sell products, boosting website revenue. The success of an online store depends on consumer interest and continued purchases. However, evaluating the tangible benefits of educational products is challenging as parents are the buyers while their children are the actual users, and assessing learning outcomes is difficult. Therefore, this study aims to investigate the impact of educational product website operations on consumer satisfaction and whether increased satisfaction influences trust, commitment,
and purchase intentions.
Using a "Stimulus-Organism-Response" framework, this research considers "brand promotion," "brand image," and "perceived value" as stimulus factors, while "satisfaction," "trust," and "commitment" are the organism variables. The study focuses on consumers' re-purchase intentions. A total of 231 respondents who have visited the specified educational website participated in the online questionnaire, which yielded valid responses from parents with children. The research model is tested using SmartPLS,
demonstrating sufficient reliability and validity.
The results indicate that brand promotion has no significant impact on satisfaction, but brand image and perceived value positively influence satisfaction. Satisfaction, in turn, positively affects trust, commitment, and re-purchase intentions. In the context of educational product consumption, where parents are the buyers and children are the users, evaluating the concrete benefits is challenging. Factors like recommendations, product trials, and word-of-mouth have limited impact on consumer satisfaction in brand promotion. However, enhancing brand image and strengthening the experiential aspect significantly impact relationship quality (satisfaction, trust, and commitment) and further increase consumers' repurchase intentions, effectively boosting website revenue.

論文審定書 i
摘　要 ii
Abstract iii
目　錄 iv
圖　次 vi
表　次 vii
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 2
第三節　研究問題與目的 3
第四節　研究方法與流程 4
第二章　文獻探討 5
第一節　刺激－有機體－反應理論 5
第二節　品牌推廣 5
第三節　品牌形象 6
第四節　知覺價值 7
第五節　關係品質（滿意、信任、承諾） 7
第六節　再購意圖 8
第七節　教育商品市場 8
第三章　研究方法 10
第一節　研究模型 10
第二節　研究假說 11
第三節　操作型定義 13
第四節　研究設計 15
第四章　資料分析 22
第一節　樣本資料分析 22
第二節　衡量模型 24
第三節　假說驗證 33
第五章　結論與建議 36
第一節　研究結論 36
第二節　理論貢獻 36
第三節　實務貢獻 37
第四節　研究限制與未來研究方向 37
參考文獻 39
附錄　本研究正式問卷 43

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