由於網路購物市場競爭日趨激烈，因此如何有效取得顧客的信任與提高顧客忠誠度成為業者最關心的議題之ㄧ。過去在學術上對於相關議題之探討已相當豐富，而學者多從能力(competence)、善意(benevolence)、正直(integrity)的角度加以探討；由於社會心理學與行銷學領域曾提出認知信任(cognitive trust) 與情感信任(affective trust)的概念，故本研究認為在探討網路顧客的信任課題時，若同時將消費者的理性思維與感性態度一併考量，相信對於了解提升網路消費者信任的關鍵因素上會有更深入的理解。
本研究的主要目的，即探討網站特徵與關係投資兩構面各因素對於網路顧客情感與認知信任的影響，進而得以增加顧客忠誠度；各因素對於顧客信任影響的重要性是否會因為商店類型的不同而有所差異，亦在本研究討論範圍內。在網站特徵的構面中，本研究篩選出「瀏覽與呈現」、「隱私保護」、「購物協助功能」、「交易安全」、「訂單服務」以及「售後服務」作為代表性因素；除了網站特徵之外，本研究亦將關係投資納入考量，這是過去大多數網路商店的研究未曾提及的，而此構面則以「實質回饋」、「特別待遇」與「個人化」三因素為代表。
本實証研究重要結論如下：
(一) 網路商店所提供的各項網站功能與服務(網站特徵)以及關係行銷策略(關係投資)，皆對於網路消費者的認知與情感信任有顯著的正向影響。其中，對於認知信任的影響上，以「訂單服務」與「售後服務」最為關鍵；至於在情感信任的影響上，則以「個人化」和「售後服務」最為重要。
(二) 消費者的認知信任與情感信任有交互影響作用，而此兩種信任對於顧客滿意度皆有正向的影響作用，其中又以情感信任之影響較為重要。
(三) 不論何種網路商店類型，顧客忠誠的建立同時受到情感與認知信任的正向影響。在綜合百貨型的網路商店中，情感信任對於忠誠度的影響又更為重要，而探究其情感信任關鍵影響因素，又以「個人化」和「售後服務」為主；專賣店型網路商店的顧客忠誠受到認知信任的影響較大，而影響其認知信任的因素中，以「瀏覽與呈現」和「實質回饋」最為重要。

Since the competition of Internet shopping industry becomes fiercer and fiercer, how to obtain customers’ trust and loyalty gained more e-tailers’ attention. As a result, the issues related to online trust have been widely discussed in academic researches. In the past, most scholars measure online trust from the perspectives of competence, benevolence, and integrity. However, in the fields of social psychology and marketing, two dimensions of trust, namely, cognitive trust and affective trust, had been identified. In order to gain more insights for the formation of online trust, this study takes customers’ rational judgment and sensible evaluation into consideration.
The primary objective of this study is to find out the effects of website characteristics and relationship investment on cognitive and affective trust, and then increase e-loyalty. Whether there are differences on the relationships among identified variables under different store types is also discussed in this study. In addition to website characteristics that includes navigation & presentation, privacy, advice, security, order fulfillment and after-sales services, we proposed that relationship investment containing tangible rewards, preferential treatment and personalization may lead to online trust. The major findings of this empirical study are as follows.
(1) Online customers tend to have higher cognitive and affective trust toward online stores when facing with better website characteristics and e-tailers’ relationship investment. Among the antecedents of cognitive trust, the effects of order fulfillment and after-sales service are the greatest. As for the drivers of affective trust, personalization and after-sales service are the critical ones.
(2) The relationship between cognitive trust and affective trust is bidirectional. Moreover, both kinds of trust have positive influences on customer loyalty, and the effect of affective trust is greater than that of cognitive trust.
(3) Customer loyalty can be driven by the cognitive and affective trust in both kinds of store types. For superstores, affective trust has greater influence on customer loyalty, and the key drivers of affective trust are personalization and after-sales service. However, the customers’ loyalty of specialty store is primarily influenced by cognitive trust, and the crucial antecedents of cognitive trust are navigation & presentation as well as tangible rewards.

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