服務業者欲提昇消費者網路購物率，必須極大化顧客網路購物的整體消費價值，提昇其滿意度及再惠顧意願，故本研究擬整合幾個與電子商務相關之重要變數來發展一顧客知覺價值模型，並探討B2C電子商務下各個關鍵變數與顧客知覺價值之因果關係。模式中，線上顧客的購物體驗價能、產品知覺品質、知覺風險和產品價格等是影響顧客知覺價值的重要前因，而顧客滿意度和再惠顧意圖則為線上顧客知覺價值發展結果。研究結果證實：除知覺品質及體驗價能與顧客知覺價值呈顯著正相關，知覺風險及產品價格則與顧客知覺價值呈顯著負相闕，且顧客知覺價值也分別對顧客滿意度和再惠顧意圖有影響。最後，本研究也提出幾個研究建議供後續研究者參考。

Maximizing shoppers’ value, repartronage intention and satisfaction is always the concern when sellers would like to increase their consumers’ shopping online. This study identify key unobserved variables affecting a customer’s perceived-value, explore the causal effect among each variables and integrate the variables and cause-effect relations to interpret consumer perceived values in the B2C e-commerce context. Shopper’s valence of experience, perceived product quality, perceived risk and product prices are the important antecedents, and customer satisfaction and repartronage intention are the outcomes of shoppers’ perceived values. This research finds that perceived quality and valence of experience are positively related to shoppers’ perceived values, while perceived risks and product prices are negatively related to shoppers’ perceived values, and meanwhile perceived values has impact on customer satisfaction and repartronage intention. This study increases our understanding that valence of experience, perceived product quality, perceived risk, and product price play key role on online shopping.