網際網路市場成為企業新商機，購物網站的經營策略益發顯得重要。本研究以從眾程度做為分群基礎，探討顧客價值因子對購物網站品牌信任，和品牌信任對推薦意願的影響。研究結果顯示：（1）低從眾行為者，顧客價值中僅功利價值、資通安全和娛樂價值因子，正向影響消費者對購物網站的品牌信任；（2）高從眾行為者，顧客價值中之情緒價值、功利價值、資通安全、娛樂價值、貨幣儲蓄、社會化價值與資訊價值，對品牌信任皆有顯著的正向影響；（3）不論是低或高從眾屬性，品牌信任皆會正向影響消費者對購物網站的推薦意願。本研究證實不同從眾屬性之客群，顧客價值因子對購物網站的品牌信任有不等之影響性及重要性，研究結果可提供業者作為購物網站經營的發展規劃，及網路商品推廣策略的參考。

Online market has increased new business opportunities of firms, the operate strategy of online stores become important. This study divides respondents into two clusters in terms of varied conformity levels, and discusses the effects of customer value factors on brand trust, and the effect of brand trust on consumers' recommendation intention toward online stores. Study findings show that: (1) for low conformity group, customer values including utilitarian value, transaction-based security and privacy concerns factor and entertainment value, significant positively influence consumers brand trust toward online stores; (2) for high conformity group, customer values including emotion value, utilitarian value, transaction-based security, privacy concerns factor, entertainment value, economic value, social value and information value, significant positively influence consumers brand trust toward online stores; (3) no matter low or high conformity attributes consumers possess, brand trust has positive effects on consumers recommendation intentions. This research verifies the different effects and importance of varied customer value factors on brand trust toward online stores under distinct conformity attributes. The results may provide references for firms' management plans of online stores, and the promotion strategy of online products.