行銷學研究的重點，從過去著重在單次交換行為形成的原因，到現在已逐漸延伸為探討如何與消費者建立長期關係，也就是說把早期研究重點從發現消費者的需求、確立產品定位、改善產品品質等方式來滿足消費者，逐漸轉為探討如何建立與消費者的長期關係、取得消費者的信任等相關課題。

　本研究研究目的在於以交易成本理論為基礎，探討可能影響消費者滿意度與忠誠度的原因；研究第二目的，由資產專屬建立強弱與否，來比較消費者態度、忠誠度是否因為產品種類而有不同。同時探討投機主義知覺程度、公司信任度、預期更好商品這些因素對滿意度與忠誠度的影響。

　實證結果發現：

(一)顧客滿意度方面：無論入口網站或ISP消費者，對於入口網站或ISP產品表現的滿意度皆會產生對公司的整體滿意度；同時服務的滿意度會影響消費者對入口網站及ISP業者的信任程度；同時對公司的信任度會影響對消費者對入口網站或ISP業者整體滿意度，而且上述關係皆為顯著正相關。

　(二)顧客忠誠度方面：無論入口網站或ISP消費者，對入口網站或ISP業者整體滿意度及對公司的信任度皆會造成顧客的忠誠度，而且為顯著正相關。

　(三)交易成本方面：無論入口網站或ISP消費者，若資產專屬性越高，則轉換成本愈高，且為顯著正相關。在投機知覺方面，兩群消費者皆表現出若投機知覺度愈高，顧客對公司信任度越不足，且為顯著負相關。

　同時根據實證結果，提供業者在交易成本理論下，如何創造顧客滿意度與顧客忠誠度的實務建議。

中文部分
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