本研究以近年微型商務商業模式為例。旨在探討因網路與行動商務的興起，帶起的微型商業風潮，也為傳統社會生活型態與經濟活動開創不同的世代，同時市場的產業商業結構也隨之調整。

由於進入門檻低、技術性低、成本低等特性，越來越多人透過網路消費或利用行動商務投入微型創業事業的行列。本研究旨在探討因產品價值、服務品質、顧客關係對顧客滿意度之間的互動關聯性，並以在網路微型商業平台消費之消費者作為主要研究對象，探討不同構面與微型商業績效之互動關係。

採用網路問卷方式進行樣本收集，資料分析方法是以敘述性統計、因素分析、信度分析各個不同構面，再交叉分析探討各構面之間的互動關係。由於網路商店平台多樣化，因此樣本主要包含以開店、拍賣平台、購物網站、社群經營、行動APP等網路商店之消費者。

本研究總共發出251份問卷，扣除無效問卷，回收的有效樣本為220份，回收率87.6%。本研究主要研究議題假設如下:

1 產品價值對顧客關係有正向影響。
2 服務品質對顧客關係有正向影響。
3 產品價值對顧客滿意度有正向影響。
4 服務品質對顧客滿意度有正向影響。
5 顧客關係對顧客滿意度有正向影響。

根據本研究問卷結果以上假設議題皆有正向影響，故假設成立。

關鍵詞: 產品價值、服務品質、顧客關係、顧客滿意度

This study takes the micro-business model in recent years as an example. The purpose of this paper is to explore the commercial trend brought about by the rise of Internet and mobile commerce, and to create different generations for traditional social life styles and economic activities, and at the same time adjust the industrial structure of the market.

Sample collection was carried out by means of online questionnaires. The data analysis methods were based on narrative statistics, factor analysis, and reliability analysis of different facets, and then cross-analyzed to explore the interaction between the various facets. Due to the diversity of online store platforms, the sample mainly includes consumers of online stores such as store openings, auction platforms, shopping websites, community operations, and mobile apps.

A total of 251 questionnaires were issued in this study. After deducting the invalid questionnaire, 220 valid samples were recovered and the recovery rate was 87.6%.

According to the results of this research questionnaire, the above assumptions have positive effects, so the assumption is established.

Keywords: product value, service quality, customer relationship, customer satisfaction

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