本研究主要探討影響網路購物平台，探討線上使用者對於品牌忠誠度因素之研究，根據國內外影響品牌忠誠度相關文獻，提出六個因素來做為研究模型。經由線性結構方程模式(Structural Equation Model；SEM)探討這些因素對網路購物平台品牌忠誠度的影響。本研究受測對象為曾透過網際網路購物之消費者為主，針對台灣地區曾在線上購物者及消費者為抽樣對象，並以電子問卷為主要的形式進行發放問卷，問卷點閱次數為799次，調查所得總問卷數為569份，有效問卷為552份，有效回收率為97.01％。研究顯示：(1)品牌信任、心理屬性及功能性質，均對品牌形象有正向影響；及(2)品牌信任、心理屬性、功能性質、品牌形象及認知風險，對品牌忠誠度均有正向影響。

This study aims to discuss the factors influencing consumers’ brand loyalty towards online shopping platform. A set of six factors is proposed based on literature review to establish research model using Structural Equation Model (SEM) to explore their impact to online shopping brand loyalty. In this study the targets are those customers who had purchase experience before in Taiwan. By way of online questionnaire, the clicks reach 799 times. A total of 569 questionnaires are collected and 552 are valid with return rate of 97.01%. The results show brand trust, psychological attributes, functionality, brand image and perceived risk have positive impact on brand loyalty.