網路行銷是一種市場的典範轉移，它將漸漸取代傳統市場的行銷模式，研究者紛紛從各個比較深入角度探討消費者行為，然筆者認為『網路商店』將會接近我們日常生活，但因目前網際網路只有演進一、二十年的光陰，雖然技術進步非常快速但行銷模式也變化無窮，因此本研究就從基礎上探討『網路商店品牌聯想與消費者忠誠度之關係』。本研究利用Keller(1998) 及 Aaker(1991) 兩位學者的品牌聯想概念，採用問卷去調查分析消費者對網路商店的聯想與忠誠度及消費者行為的關係。雖然目前網路商店仍處於不成熟的虛擬環境中，但消費者對網路商店的信任、情感、態度及忠誠度，將會是影響消費者行為的重要因素，且這些因素也會隨著市場趨勢及品牌聯想的差異，而不斷的變化及改善。
本研究探討目的
1. 研究消費者對網路商店品牌聯想的解讀方式及思考架構。
2. 由此研究中，驗證或建立網路商店品牌聯想與消費者忠誠度之關鍵因素。
本研究由研究架構等發展15項研究假設，研究方法利用問卷調查統計分析方法，實際問卷調查標的族群，以上班族群及學校同學為主。回收有效問卷261份，係採用SPSS 及 SAS 進行統計分析。研究結果發現預設15項假設有8項不成立，其中有4項假設，品牌聯想屬性、利益及消費者信任、情感皆無法與忠誠度呈現正向關係；另外3項假設，從品牌聯想屬性、態度、忠誠度等因素和消費者行為也皆無法呈現正向關係。筆者由此研究結果，印證網路商店仍是處於一個不成熟的市場環境，故目前網路商店消費著的品牌聯想模式，比較無法產生正向關係的忠誠度及消費者行為。
最後，本研究於管理上建議，網路商店經營仍須加強消費者的環境輔助服務及客製化服務，不斷的以此兩種服務為輔導消費者，讓消費者依賴個人化品牌聯想屬性及利益，而會產生良好的態度但未必會有忠誠度。後續研究，筆者建議應於網路商店經營流程研究，探討研究目前網路商店的環境輔助服務流程及如何以 IT(Information Technology) 建立有效的客製化服務。

The network marketing is the typical market paradigm shift that it will gradually substitute the traditional marketing pattern. A lot of researchers study on the consumer behavior in various aspects in connection with the marketing model. Nonetheless, the author in this research believes that "the network store" will be able to approach our daily life even though the Internet so far has only 10 to 20 years history from its first evolution. Whereas the development of technology is extremely fast, the marketing pattern changes in various ways either. This research will focus on the ground in discussing "the relationship between the brand association of network stores and the loyalty of consumer". This research uses Keller (1998) and the Aaker’s (1991) theory in brand association, discussing consumer’s behavior and loyalty with respect to network stores by statistical surveys. Currently, the network store is still in an infant stage. The consumer’s trust, sentiment, attitude and loyalty will be the key factors to affect consumer’s behavior. Also these factors could also be changed and improved along with the difference between market tendency and the brand association.
The goal of this research discussion:
1. Studies on consumer’s ideation and conception to the network store brand association.
2. To confirm or establish the key factor of the connection between the brand association of network stores and the loyalty of consumer.
The structure of this research develops 15 hypothetical assumptions by the analysis of statistical questionnaire surveys. The composition in the questionnaire surveys focuses on students and people with jobs primarily. The volume of valid survey is 261 using SPSS and SAS statistical analysis. The findings in surveys discover that in 15 assumptions; 8 assumptions are untenable and 4 assumptions are positive in proving the attribute and benefit of the brand association and the consumer’s trust and sentiment can not be positive linked with consumer’s loyalty; the rest of 3 assumptions can not present the positive connection in between the attribute, attitude and loyalty of the brand association and the consumer’s behavior either. The author from these findings verifies that the network store is still in an immature marketing environment. In conclusion, the current model of consumer’s association to network store is unable to produce the positive relationship in consumers’ loyalty and behavior.
Finally, based on the management point of view, this research proposes that in running a network store, the management team should still have kept strengthening the customer service and assistance. In result, the customer service and assistance provided by the management team could generate more positive attitude but not loyalty from customers and reliance on personal brand association. On the following research, the author discusses the management team of network store should focus on managing procedure, in discussion of the procedure of current customer assistance of the network store and how to establish an effective IT service.

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