際網路堪稱近年來另一次的典範移轉，它的出現又將重塑企業的競爭範圍與產業籓籬。而關係行銷這個舊瓶裝新酒的觀念，是否會因此項新技術的出現，而有不同的風貌，則是本研究的主要動機。

本研究屬於探索性研究，藉由對國內外相關文獻的探討，並以國外在關係行銷與資訊技術應用著稱的先進公司為師法對象，經個案研究的深入分析方式，發掘企業在利用互動技術從事關係市場行為時所帶來關係建立與維持方式的變化，並進一步以交易成本解釋其影響。

本研究有幾個重要發現，首先是企業結合本身所建置的行銷資料庫與所應用的互動技術組合，可用以與顧客進行互動，並經由定性分析區分不同技術組合的互動性；其次，互動技術的採用，可以降低顧客的交易成本，以及改變顧客交易流程；第三，經由互動技術的採用，企業可以改變顧客關係的建立方式，並提高關係的強度與穩定性；最後，互動技術同時會影響顧客交易的成本面與價值面。

網際網路的應用首重創意，但仍不可忽略對消費者行為的研究，尤其是線上消費者的購買流程分析。隨著各種資料庫與網路技術的進步，對有心透過網站交易或建立顧客關係的企業而言，結合原有產品的生產或服務流程與消費的購買流程，從降低消費者成本或提高消費者價值的角度出發，經由互動技術有效與快速的溝通與傳遞過程，藉此增進顧客的認知價值，進而鞏固既有的顧客關係。

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