本研究的動機在於探討旅遊網站如何提升顧客忠誠度，詴圖探討旅遊網站的「服務品質」、「顧客關係利益」、「顧客價值」對「顧客忠誠度」的影響及其程度，並利用路徑分析法來分析其之間的關係。本研究利用問卷方式進行實證分析，資料收集對象為台灣旅遊網站的使用者。研究設計分為兩階段，前測部分以SPSS做問卷的信度與效度的分析，確認問卷各量表的題項與理論適配後，再進行正式施測，並使用Amos進行模式檢定與路徑分析。研究結果顯示，雖然「服務品質」、「顧客關係利益」對消費者的網站忠誠度會有顯著的直接影響，但是若能經由改善顧客的價值感，對顧客忠誠度能有更明顯的影響效果，尤其以「服務品質」所得的增進效益最高。

The motive of this study is to explore how to promote the customer loyalty for travel websites. The study attempts to examine the influences of service quality, customer relational benefit, and customer value on customer loyalty using the path analysis. The research design employed a quantitative empirical method to answer the research questions and test hypotheses in this study. The participants of this study are the users of travel websites in Taiwan. The study design is divided into two phases. In the first phase, a pilot test is used to measure the reliability and validity of the research questionnaire. Then, this study conducts a formal survey. After the data collection, this study applies SPSS and Amos to examine the research model. The results reveal that both service quality and customer relational benefit can significantly influence the loyalty of online shoppers. In particular, if the online seller can improve the customer value, then the service quality and customer relational benefit can have even more pronounced influence on customer loyalty.