林心慧陳韋文2025-08-112025-08-112005-08-31U0061-1811200915323512https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-1811200915323512無論國內外，收發電子郵件都是普及率與使用頻率最高的網路行為之一，也是企業進行網路行銷的最佳選擇。但垃圾郵件的氾濫問題已造成用戶與企業的雙方負擔且大幅減低廣告效果。現今電子商務網站運用「許可式電子郵件行銷(Permission-based E-Mail Marketing, PEM)」與垃圾郵件進行區隔，並建立長期且持續的顧客關係以創造雙贏之結果。過去關於PEM的研究付之闕如，因此本研究彙整PEM的「發展過程」與「最佳實務流程」，彙整適合網路環境顧客利益的「價值構面」以發展適合網路環境的前因、中介、結果之三因子「關係行銷擴充模型」，並探討不同網站類型與性別的對於關係行銷擴充模型的「干擾效果」。本研究以線上問卷收集實證資料，以結構方程模式進行模型關係與干擾效果之驗證。模型驗證結果顯示，本研究提出之新增構面「功能與程序性利益」大多是為成立，但原始構面「關係利益」則全無成立，因此進一步進行模型比較與巢狀模式基礎下的競爭模式比較，以探討兩構面間的差異與重要性。模型比較結果則顯示，後續研究若基於精簡原則，關係行銷擴充模型的前置變數可使用「功能程序性利益」構面。本研究之貢獻為PEM之研究議題具創新性與實務價值，證實模型構面關係、干擾變數之調節效果與新增模型構面之重要性，且提出PEM最佳實務流程與相關建議，可做為實務界將電子郵件行銷應用於關係行銷與顧客關係管理之策略參考。Using E-Mail now is one of the most prevalent internet behaviors around the world and also a good way to fulfill internet marketing for a firm. However, problems of overabundant spam mail have burdened both users and firms and lead to great reduction in advertising cutter. Many e-commerce websites adopt Permission-based E-Mail Marketing (PEM) to separate from spam mails and develop long-term customer relationship. After reviewing previous research, this study integrated development of PEM and best practice process in PEM. Through integrated customer value in internet environment, the value construct was developed to construct an Expanded Relationship Marketing Model, which contains antecedents, mediator and consequence. This model mainly investigated moderating effect between different types of websites and gender. The data were collected by online survey and then employed Structural Equation Modeling (SEM) to examine the relationship in this model and moderating effect. The results indicated that the proposed functional benefits construct was accept, whereas the construct was reject while comparing to relationship benefits construct. Furthermore, to investigate the differences and importance between two constructs, the model was then compared with nested model. The results explained that based on Principle of Parsimonious, functional benefits constructs can be used by antecedents in Expanded Relationship Marketing Model. The study of PEM possesses innovation and practical applications. In addition, the relationship on this model, moderating effect and the importance of the expanded constructs were identified. Finally, the proposed best practice process in PEM and suggestions can be the references for the practitioners.zh許可式電子郵件行銷關係行銷顧客關係管理Permission-based E-Mail Marketing (PEM)Relationship Marketing (RM)Customer Relationship Management (CRM)master thesis