隨著網際網路的興起，公司已能在虛擬的網路環境中提供顧客產品與服務，因此企業品牌形象探討之焦點，逐漸由實體環境轉移至虛擬環境中。然而，網際網路的環境亦不斷地改變，Web 2.0的到來改變了廠商與顧客之間原有的關係。

因此，本研究採用de Chernatony & Christodoulides (2004) 的品牌建構理論以及Davies, Da Silva & Roper (2003) 的企業聲望鏈為基礎，考量Web 2.0網站之特性，以及網站服務品質之相關文獻與量表，歸納出五種品牌屬性，並採用Davies, Chun, Da Silva & Roper (2004) 的企業特性指標 (Corporate Character Scale) 來衡量網路企業品牌形象，最後利用結構方程模式以驗證本研究之假說。

本研究對象以提供Web 2.0服務的無名小站為例，使用便利抽樣法進行抽樣，共計回收377份有效問卷。研究結果發現：

1. 透過結構方程模式的二階模型分析，發現Web 2.0網站所包含的網路企業品牌形象為和藹可親、冒險精神、稱職能力、時髦別緻與不拘禮節等五種人格特性。其中，和藹可親對網路企業品牌形象最具解釋力，其次則為不拘禮節。

2. 使用簡易、隱私安全、顧客關懷、系統穩定與實用滿足等五種品牌屬性均會對網路企業品牌形象產生正面影響。其中又以包含Web 2.0特性之實用滿足對其影響最為顯著。此一結果顯示，除了實體與虛擬環境的差異外，在網路環境中也應考量Web 1.0與Web 2.0環境的特性與差異。

3. 網路企業品牌形象會對滿意度有直接且正面之影響，且須透過滿意度作為中介，進而對忠誠度產生間接的正面影響。

中文部分
1. 林希展、盧諭緯 (2002)，數位時代：15分鐘搞懂Web 2.0特刊，台北，巨思文化。
2. 吳明隆 (2007)，SPSS操作與應用：問卷統計分析實務，台北，五南圖書出版股份有限公司。
3. 周文賢 (2002)，多變量統計分析：SAS/STAT使用方法，台北，智勝文化。
4. 邱皓政 (2006)，結構方程模式，台北，雙葉書廊有限公司。
5. 黃芳銘 (2007)，結構方程模式理論與應用，台北，五南圖書出版股份有限公司。
6. 龐文真 (2006)，完全解讀無名小站，數位時代，137 (pp. 46-75)，台北，巨思文化。
7. 百大網站排名總覽 (2008年3月1日)，數位時代。2009年3月4日，取自：http://www.bnext.com.tw/LocalityView_6608
8. 就愛這些網站 (2008年3月1日)，數位時代。2009年3月4日，取自：http://www.bnext.com.tw/LocalityView_6610

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