全球電子商務市場持續成長，電子商務也結合新興技術，提供市場上多樣化電子商務解決方案，因應不同類型的企業商家需求，促進電子商務市場發展。以軟體即服務（Software-as-a-Service, SaaS）為技術基礎的電子商務架站平台，提供顧客自行建置獨立網路商店的軟體服務，顧客所使用的服務系統及其資料皆存放於雲端，並且由服務商統一維護管理，配合訂閱式收費服務，降低資金有限的網路商家跨入電子商務販售的門檻，獨立營運掌握顧客及銷售數據。
然而在回顧過往文獻中，鮮少針對電子商務架站平台或軟體即服務廠商及其顧客間的B2B關係進行研究。本研究經由文獻回顧決定研究變數及建立研究架構，並透過網路及街訪問卷發放蒐集樣本資料，獲得150份有效問卷，並利用迴歸分析方法驗證假設。
研究結果發現，顧客對於服務商提供的線上顧客服務之「學習信念」及「有用信念」將對關係品質中的「長期導向」有顯著影響 ; 而關係品質中的「長期導向」及「社交滿意」皆對「態度忠誠」有顯著影響，「溝通」則無顯著影響 ; 而「態度忠誠」及關係品質中的「經濟滿意」皆對「行為忠誠」有顯著影響。另外，顧客的「市場導向」程度，將會對「學習信念」及「態度忠誠」間的關係形成調節效果。藉由本研究的探討提供電子商務架站平台服務商設計顧客策略時的參考，當中針對變數構面之間更多的交互探討，將於內文中逐一闡述。

The global E-commerce market continues to expand. A variety of E-commerce solutions are applied to the latest technical trend to meet different kinds of enterprises’ and users’ needs. The E-commerce platform provides the software of creating their own online store based on SaaS (Software as a Service) model, manages the software update on a regular basis and maintains the infrastructure for users. This SaaS-based E-commerce store builder with subscription basis lowers the cost of the users.
Little academic research has been conducted on the B2B relationship between the E-commerce platform which provides the SaaS-based E-commerce store builder and its customers. Hence, this research starts with online customer service to identify the factors which have influence on B2B relationship and customer’s loyalty. With total number of 150 valid questionnaires that are conducted through online questionnaire survey and visiting the physical store which sells online as well.
After regression analysis, the findings are as follows:
1.Learning belief and usefulness belief have a positive effect on long-term orientation from relationship quality.
2.Long-term orientation and social satisfaction from relationship quality have a positive effect on attitudinal loyalty. Communication from relationship quality has no significant effect on attitudinal loyalty.
3.Economic satisfaction from relationship quality and attitudinal loyalty have positive effect on behavioral loyalty.
4.Market orientation of customer has significant effect on the relationship between learning belief and attitudinal loyalty as a moderator.

一、中文參考文獻
【網購消費者調查】2016年網購消費平均27,715元。MIC產業情報研究所。民106年3月15日，取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=464
工商及服務業普查報告（民100 年）【資料檔】。台北市：行政院主計總處。
王松、宋艷（2007）。顧客忠誠度的二維理論模型構建思路。江蘇商論，（2）， 28-29。
王海斌、王紅（2002）。論網絡時代的顧客服務。經濟師（1），113-116。
尼爾森：2017年台灣網購消費者透過行動裝置購物首度超越電腦（2017年11月7日）。尼爾森新聞中心。民107年6月1日，取自：http://www.nielsen.com/tw/zh/press-room/2017/taiwan-mobile-shopping-overpassed-shopping-via-pc.html
曲建仲（2014）。雲端通訊與多媒體產業。新北市：全華圖書。
何佩珊（2017）。品牌電商3.0時代：流量、會員、數據自己來。數位時代。民107年6月1日，取自：https://www.bnext.com.tw/article/45576/brand-ec-3.0
李惠璠，羅海成，姚唐（2012）。企業形象對顧客態度忠誠與行為忠誠的影響模型——來自零售銀行業的證據。管理評論，24（6），88-97。
李曉冬、王龍偉（2015）。市場導向，政府導向對中國企業創新驅動的比較研究。管理科學，28（6），1-11。
周建民、李隽（2000）。知識營銷：知識經濟時代的營銷革命。商業經濟研究，（1），29-31。
林思吾（民106年4月12日）徐重仁你不懂iChef！Saas商業模式的常見迷思。Meet創業小聚。民107年6月1日，取自：https://meet.bnext.com.tw/articles/view/40325
邱志聖（2014）。策略行銷分析-架構與實務應用（四版）。台北市：智勝文化。
柳俊、王求真、陳琿（2011）。基於內容分析法的電子商務模式分類研究。管理工程學報，25（3），200-205。
胡保玲（2010）。網絡顧客態度忠誠影響因素的實證研究。北京理工大學學報（社會科學版），12（3），25-29。
胡瑜慧（2006）。服務體驗與顧客行為管理。南昌航空工業學院學報：社會科學版，8（4），39-42。
高秀屏、毛世英（2001）。充分利用網絡技術為顧客服務—網絡營銷的價值觀及其實現。商業研究，（5），179-181。
張寶誠（民95年8月8日）從追求顧客滿意到追求顧客成功。騰訊科技。民107年6月1日，取自：http://tech.qq.com/a/20060808/000280.htm
許正良、歐智廣、徐穎（2005）。顧客服務模式選擇及顧客服務組織匹配問題的研究。商業研究，（15），74-77。
劉文良（2015）。電子商務：雲端時代（四版）。台北市：碁峰資訊。

二、英文參考文獻
Atkins, C., Gupta, S., & Roche, P. (2018). Introducing customer success 2.0: The new growth engine. McKinsey & Company, High Tech January 2018. Retrieved from https://www.mckinsey.com/industries/high-tech/our-insights/introducing-customer-success-2-0-the-new-growth-engine?
Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8(4), 310-323.
Anderson, J. C., & Narus, J. A. (1984). A model of the distributor's perspective of distributor-manufacturer working relationships. The Journal of Marketing, 62-74.
Ball, D., Simões Coelho, P., & Machás, A. (2004). The role of communication and trust in explaining customer loyalty: An extension to the ECSI model. European Journal of Marketing, 38(9/10), 1272-1293.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
Bettencourt, L. A., & Brown, S. W. (1997). Contact employees: Relationships among workplace fairness, job satisfaction and prosocial service behaviors. Journal of retailing, 73(1), 39-61.
Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management, 9(3), 193-209.
Boland Jr, R. J., & Tenkasi, R. V. (1995). Perspective making and perspective taking in communities of knowing. Organization Science, 6(4), 350-372.
Bone, S. A., Fombelle, P. W., Ray, K. R., & Lemon, K. N. (2015). How customer participation in B2B peer-to-peer problem-solving communities influences the need for traditional customer service. Journal of Service Research, 18(1), 23-38.
Bibi, S., Katsaros, D., & Bozanis, P. (2012). Business application acquisition: on-premise or SaaS-based solutions?. IEEE Software, 29(3), 86-93.
Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework.
Chaiken, S., & Eagly, A. H. (1976). Communication modality as a determinant of message persuasiveness and message comprehensibility. Journal of Personality and Social Psychology, 34(4), 605.
Čater, T., & Čater, B. (2010). Product and relationship quality influence on customer commitment and loyalty in B2B manufacturing relationships. Industrial Marketing Management, 39(8), 1321-1333.
Edna, J. R., & Greco, A. J. (2003). Customer relationship management and E-business: More than a software solution. Review of Business, 24(1), 25-30.
Froehle, C. M., & Roth, A. V. (2004). New measurement scales for evaluating perceptions of the technology-mediated customer service experience. Journal of Operations Management, 22(1), 1-21.
Granovetter, M. (1973).The Strength of Weak Ties. American Journal of Sociology, 78, 1360-1380.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58, 1–19
Gremler, D. D., & Brown, S. W. (1996). Service loyalty: its nature, importance, and implications. Advancing Service Quality: A Global Perspective, 5, 171-181.
Gil-Saura, I., Frasquet-Deltoro, M., & Cervera-Taulet, A. (2009). The value of B2B relationships. Industrial Management & Data Systems, 109(5), 593-609.
Geyskens, I., & Steenkamp, J. B. E. (2000). Economic and social satisfaction: measurement and relevance to marketing channel relationships. Journal of Retailing, 76(1), 11-32.
Geyskens, I., Steenkamp, J. B. E., & Kumar, N. (1999). A meta-analysis of satisfaction in marketing channel relationships. Journal of Marketing Research, 223-238.
Hennig-Thurau, T. (2000). Relationship quality and customer retention through strategic communication of customer skills. Journal of Marketing Management, 16(1-3), 55-79.
Hoch, F., Kerr, M., & Griffith, A. (2001). Software as a service: Strategic backgrounder. Software & Information Industry Association (SIIA).
Heide, J. B., & John, G. (1992). Do norms matter in marketing relationships? Journal of Marketing, 56, 32–44.
Jackson, B. B. (1985). Build customer relationships that last (Vol. 11, pp. 120-128). Harvard Business Review.
Jackson Jr, D. (1994). Relationship selling: the personalization of relationship marketing. Asia-Australia Marketing Journal, 2(1), 45-54.
Jiang, Z., Shiu, E., Henneberg, S., & Naude, P. (2016). Relationship quality in business to business relationships—Reviewing the current literatures and proposing a new measurement model. Psychology & Marketing, 33(4), 297-313.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
Kotler, P. (1994), Marketing Management. NJ: Prentice Hall.
Lundvall, B. A., Dosi, G., & Freeman, C. (1988). Innovation as an interactive process: from user-producer interaction to the national system of innovation. 1988, 349-369.
Lukas, B. A., & Ferrell, O. C. (2000). The effect of market orientation on product innovation. Journal of the Academy of Marketing Science, 28(2), 239-247.
Lengnick-Hall, C. A., Claycomb, V., & Inks, L. W. (2000). From recipient to contributor: Examining customer roles and experienced outcomes. European Journal of Marketing, 34, 359–383
Mahadevan, B. (2000). Business models for internet-based E-commerce: An anatomy. California Management Review, 42(4), 55-69.
Ma, D. (2007, July). The business model of" software-as-a-service". In Services Computing, 2007. SCC 2007. IEEE International Conference on (pp. 701-702). IEEE.
McKenzie, P. (n.d.). The business of Saas. Retrieved from https://stripe.com/atlas/guides/business-of-saas#high-touch-saas-benchmarks
Moulson, T. J. (1965). Danger Signals: how to spot erosion in brand loyalty. Printers Ink, 290, 55-61.
McCombs, B. L., & Whisler, J. S. (1997). The Learner-Centered Classroom and School: Strategies for Increasing Student Motivation and Achievement. The Jossey-Bass Education Series. Jossey-Bass Inc., Publishers, 350 Sansome St., San Francisco, CA 94104.
Montoya Agudelo, C. A., Saavedra, B., & Ramiro, M. (2013). CRM AS A TOOL FOR CUSTOMER SERVICE IN THE ORGANIZATION. Revista Científica, 17(1), 130-151.
Molinari, L. K., Abratt, R., & Dion, P. (2008). Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22(5), 363-373.
Mehta, N., Steinman, D., Murphy, L. (2016) Customer Success: How Innovative Companies are Reducing Churn and Growing Recurring Revenue, New Jersey: Wiley & Sons, Inc.
Mell, P., & Grance, T. (2011). The NIST definition of cloud computing.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 20-38.
Oliver, R. L. (1999). Whence consumer loyalty ?. the Journal of Marketing, 33-44.
Ruekert, R. W. (1992). Developing a market orientation: an organizational strategy perspective. International Journal of Research in Marketing, 9(3), 225-245.
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), 21-31.
Smith, B. J. (1998). Buyer-seller relationships: Similarity, relationship management, and quality. Psychology & Marketing, 15, 3–21.
Snehota, I., & Hakansson, H. (Eds.). (1995). Developing Relationships in Business Networks. London: Routledge.
Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: Antecedents and consequences. Journal of the Academy of Marketing Science, 23, 255–271.
Timmers, P. (1998). Business models for electronic markets. Electronic Markets, 8(2), 3-8.
Tepavicharova, M. I., & Boykova, L. E-COMMERCE PLATFORMS FOR SMALL BUSINESSES: STRATEGIES, IMPLEMENTATION AND PRACTICE. Рекомендовано Вченою радою Інституту міжнародних відносин Східноукраїнського національного університету імені Володимира Даля (протокол № 2 від 26.04. 2017 р.), 76.
Taylor, S. A., & Hunter, G. (2003). An exploratory investigation into the antecedents of satisfaction, brand attitude, and loyalty within the (B2B) eCRM industry. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 19.
Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3/4), 311-327.
Uncles, M., Laurent, G. (1997). Editorial, International Journal of Research in Marketing, 14, 399-404
VirtoCommerce. (n.d.). SAAS E-commerce. Retrieved Jun. 10, 2018, from https://virtocommerce.com/glossary/saas-ecommerce
Wallin Andreassen, T., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of service Industry management, 9(1), 7-23.
Wilson, D. T. (1995). An integrated model of buyer-seller relationships. Journal of the Academy of Marketing Science, 23(4), 335-345.
Wagner, W. (1976). Formalisation of the customer service function in distribution. International Journal of Physical Distribution, 7(3), 159-175.
Zhonghua, D., & Erfeng, H. (2010). Analysis of SaaS-Based E-Commerce Platform. In E-Business and E-Government (ICEE), 2010 International Conference on (pp. 9-12). IEEE.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. the Journal of Marketing, 31-46.