本研究實證調查文化因子對於網路商場行銷策略與顧客忠誠度間之調解效應。利用網路行銷研究方法，經由動態伺服器之介面，收集網路消費者行為資料。結果顯示，來源國對於網路商場品牌策略；創新擴散對於路商場的品牌、低價、會員價何促銷、虛擬社群等行銷策略與顧客忠誠度之提昇有調解效應。而國民性格中的權力差距對於商場品牌策略、低價策略及標準化產品策略；體主義對於低價策略之提昇顧客忠誠度亦有調解作用。透過檢視各種各種文化因子及市場狀況，本研究提出網路商垤經營之建議。

This study investigated the moderating effects of cultural characteristics between internet marketing strategies and customer loyalty. Using the internet marketing research and active server page technique, the customers behavior data were collected. The results indicated that country of origin has moderating effects between web shop brand strategy and customer loyalty; diffusion of innovation has moderating effects between web shop brand, low price, membership promotion, virtual communities strategies and customer loyalty. Power distance, the dimension of national character, also has moderating effects of web shop brand, low price, and standardized product strategies; collectivism has effects only for low price strategy. The marketing suggestions have been given according to the different degree of cultural characteristics and market situations.