本研究目的為探討蝦皮購物平台的服務品質對顧客行為之影響，其中包含使用意願及顧客忠誠度。由於隨著網路的普及，網路購物也開始逐漸盛行，數量逐年增加且競爭激烈，故維持固定的客源成為網路購物平台重要課題之一，因此本研究欲了解線上購物平台的服務品質、使用意願以及顧客忠誠度之間是否會產生影響效果，與不同年齡層之消費者對其三個變項是否會造成差異影響，以蝦皮購物平台之消費者為研究對象，並使用網路問卷之方式進行發放，共回收有效問卷316份，並使用SPSS進行研究分析。 本研究所得之結論如下：(1)服務品質對使用意願間具有顯著正向之影響；(2)服務品質對顧客忠誠度間具有顯著正向之影響；(3)使用意願對顧客忠誠度間具有顯著正向之影響；(3)使用意願對顧客忠誠度間具有顯著正向之影響；(4)不同年齡層之消費者對服務品質及顧客忠誠度之間具有顯著差異；(5)不同年齡層之消費者對使用意願及顧客忠誠度之間不具有顯著差異。 This study aims to investigate how the service quality of the Shopee shopping platform affects customer behavior, including people’s willingness to use and customer loyalty. With the popularity of the Internet, online shopping is becoming more and more popular, service providers are increasing year by year, and competition is fierce. Hence, it motivates the topic of this study, which is to maintain the purchase intention of customers to maintain their market share. The empirical data were collected by distributing questionnaires online, and a total of 316 valid questionnaires were recovered. By using the software of SPSS to conduct the empirical work, fives findings are obtained as follows: (1) Service quality has a significant positive impact on the people’s willingness to use; (2) Service quality has a significant positive impact on customers’ loyalty; (3) Willingness to use has a significant positive impact on customer loyalty; (4) the customers’ perceptions about the service quality of shopping platform as well as the customer loyalty vary by age; (5) There are no significant differences in usage intentions and customer loyalty among consumers of different age groups.
