隨著網際網路日益發達，人們的消費模式也從傳統店舖行銷販售逐漸轉變為由網路電商平台進行選購，各家電商平台也逐漸崛起，並在2020年新冠疫情的衝擊之下，網路購物的需求又再次達到一個新的高度。鑑於此背景下本研究將針對「蝦皮拍賣」與消費者之間的關係，透過品牌及服務品質的各項滿意度及持續使用之意圖進行探討，同時加入疫情此變數來觀察生活型態的轉變對於蝦皮拍賣造成的影響。經過相關文獻的整理之後設計出針對消費者使用蝦皮體驗之問卷，並將有效問卷以SPSS進行資料統計分析後發現品牌及品質特性對於消費者滿意度及持續使用之意圖具有正面相關。

關鍵字：品牌、品質特性、消費者滿意度、持續使用之意圖。

With the increasing development of the Internet, people's consumption patterns have gradually changed from traditional store sales to online e-commerce platforms, and various e-commerce platforms have gradually risen. Under the impact of the new crown epidemic in 2020, the demand for online shopping has once again reached a new height. In view of this background, this research will focus on the relationship between Shopee (Shrimp Auction) and consumers, through the factors including the satisfaction of the brand, the service quality, and the intention of continuous use, and add the variable of the epidemic to observe the impact on Shopee. After sorting out relevant literature, a questionnaire was designed for consumers' experience of using Shopee, and a statistical analysis of the effective questionnaires was conducted with SPSS. The results showed that the brand and the quality characteristics had a positive correlation with consumers' satisfaction and intention of continuous use.

KEYWORDS: Brand; Quality Characteristics; Consumer Satisfaction; Intent to Continue Using

品牌、品質特性之相關研究—以『蝦皮拍賣』為例 Research on Brand and Quality Characteristics -Take ‘Shopee’ as an Example

品牌、品質特性之相關研究—以『蝦皮拍賣』為例

Research on Brand and Quality Characteristics -Take ‘Shopee’ as an Example