網際網路發展至今已成為現代人生活不可或缺的一部分，也改變了我們的生活行為，徹底顛覆了消費模式與購物的習慣。根據經濟部之統計，2017年無店面零售業營業額已創歷史新高，年增4.8%，連續11年正成長，可見虛擬購物通路已不容小覷。
本研究欲以虛擬購物通路為研究主題，探討三種關係利益；社會利益、信任利益及特殊利益，對顧客肯定之影響，但肯定特質會影響其忠誠狀態，為使企業能更深入掌握消費目標之瞭解，以顧客的忠誠特質作為調節變數，對顧客願意再次購買意願因素中，顧客之肯定所扮演的角色為何，並探討各構面之間的關係及影響。
本研究從文獻之探討、蒐集及分析編列出訪談大綱，再以實務專家的經驗，針對網路購物專家進行結構性之訪談，歸納出在虛擬購物通路三種關係利益對顧客忠誠之影響，希望對於虛擬通路平台的再購率提升有巨大的幫助。

The recent development and advancement of Internet has made it an integral part of modern life. It has changed our life and completely revolutionized people’s buying patterns and shopping habits. According to the statistics of the Ministry of Economic Affairs, the gross revenue of the non-store retailing business reached a record high in 2017, with an annual increase of 4.8% for 11 consecutive years! It is clear that we cannot undermine the importance and impact of Internet and Virtual Shopping in our everyday lives.
This project aims to study Virtual Shopping and assess the influences of the three types of relational interests -- social interest, trust interest, and special interest -- on customers' satisfaction levels. However, customers’ satisfaction levels can be influenced by customers’ personality traits. Therefore, this project incorporates customers’ personality traits in the assessment and explore the interrelationships between the various factors. The goal of this project is to help the company get a better understanding of what factors influence customers’ satisfaction levels and willingness to purchase again.
In this research project, I reviewed the literature, created an interview outline, incorporated input from experienced experts, and conducted structured interviews with online shopping experts. We I analyzed the data and discussed how the three types of relational interests in Virtual Shopping influenced customers’ satisfaction levels. The study findings should make a substantial contribution to help increase customers’ repurchase rate through Virtual Shopping habits.

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