鑒於網際網路迅速蓬勃成長，經由與零售業之連合，加上國際貿易之助力，
促進跨境電子商務形成現代趨勢。然而，回顧過去研究，鮮少從服務便利性與關
係品質觀點審視對顧客行為意願之影響，因此，本研究之目的為探討顧客對於跨
境電子商務平台之服務便利性之認知，以及此認知對該平台之承諾、信任與滿意
度之影響，進而對其再購意願之影響。本研究以網路問卷方式進行調查，並採用
便利抽樣蒐集資料。研究對象為曾於跨境電子商務平台上購物之顧客。最後，共
計回收 321 份有效問卷作為研究分析所用。接著，本研究利用 SPSS 23.0 進行樣
本敘述性統計分析及信度分析，同時利用 SPSS AMOS 22 進行驗證性因素分析、
結構方程模式分析及假說檢定。本研究結果發現顧客於跨境電子商務平台上之服
務便利性之認知顯著與正向地影響滿意度，而滿意度亦顯著與正向地影響信任與
承諾，進而顯著與正向地影響再購意願。最後，根據本研究結果發現，提出實務
建議予跨境電子商務平台經營業者作為決策參考依據。

As the rapid development of the Internet and is applied to the retail industry, and
additionally the help of international trade, the modern trend of cross-border
electronic commerce is being promoted. The purposes of this study try to investigate
the influence of perceived service convenience on relationship quality (i.e., trust,
satisfaction and commitment), and in turn, affects repurchase intention after
experiencing the cross-border electronic commerce platform. A web-based
questionnaire is utilized to collect data through the convenient sampling. The
respondents that have experienced on the cross-border electronic commerce platform
are the subjects. Finally, 321 valid questionnaires are obtained for our analysis.
Descriptive statistics and reliability analysis are achieved via SPSS 22.0 and
confirmatory factor analysis and structural equation model are achieved via AMOS.
The results show that the perceived service convenience significantly and positively
influences satisfaction, and in turn, significantly and positively influences repurchase
intention on the cross-border electronic commerce platform. Satisfaction also
significantly and positively affects trust and commitment. Both trust and commitment
significantly and positively influence repurchase intention. Finally, based on these
findings, practical suggestions are offered to the manager of cross-border electronic
commerce platform as a reference for decision-making.