在現今的競爭環境中，服務成為創造企業競爭優勢的利基，不僅在傳統的服務業如此，連新興的資訊產業或網路企業也都面臨服務的考驗。面對顧客的服務需求愈來愈多，企業為了維繫良好的顧客關係以追求持續性的競爭優勢，因此紛紛提供更符合使用者需要的服務品質（Service Quality）來提高顧客滿意。網路公司為能傳遞更優質的網路服務品質給予網路使用者，首要必須明瞭消費者如何知覺與評鑑其網路的顧客服務，企業才能針對顧客重視的服務品質，投入資源予以加強。本研究藉由文獻回顧對網路互動性、生動性、遙距臨場感與網路服務品質的明瞭後，進一步探究出彼此之間的關係為主要研究目的。
研究者並利用LISREL分析方法，進而實證出變數間的確呈現顯著的因果關係，即生動性與互動性對遙距臨場感有正向影響，遙距臨場感與互動性對使用者者知覺網路服務品質存在正面的影響效果；換言之，提供網路服務的企業應盡可能增加網站內容生動程度與使用者互動程度，提升網站遙距臨場感與使用者的互動性，以提高使用者知覺網路服務品質的程度。網路服務品質採用Yang and Jun（2002）提出安全性、客製化、可獲性、回應性、容易性、接近性、可靠性七個構面作為研究，研究結果顯示七個構面對於網路服務品質影響顯著，企業可針對網路服務品質重要性作為企業網站經營規劃的依據，作為提供網路服務企業傳遞更優質服務品質於消費者時的最佳參考依據。

中文文獻
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彭若青（2000），『銀行總動員--搶攻電子商務』，管理雜誌（314），pp 78-81。
黃思明與耿慶瑞（1998），台灣流通業資訊技術應用需求策略規劃方法之研究，中壢：第九屆國際資訊管理學術研討會。
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