網際網路在二十一世紀中成為每個人的生活不可或缺的媒體之一，隨著網際網路商業應用的發展，改變了消費者的購物行為，消費者藉著此網路購物平台享受著消費方式的便利性與效率：資訊的透明化、選擇物品的便利性、溝通無界限等；然而網路書店的所提供服務品質，當網路書店所提供的服務未能達到消費者預期心理，可能會讓消費者產生負面評價，企業為讓消費者產生信任與滿意，就需要對服務品質，調整整體服務迎合消費者心理預期。 台灣超商取貨服務型態對於電子商務發展具有關鍵性要素，依據財團法人資訊工業策進會產業情報研究所(MIC)，其研究指出台灣網友認為網路購物需改進之處，資料安全性(36.5%)，台灣網友認為網路拍賣需改進之處資料安全性(40.2%)。便利商店取貨付款服務，一手交錢一手交貨的服務模式，相對於信用卡、ATM付款模式，提供一個消費者較為安心的服務模式。 本研究探討消費者對於網路書店之服務品質研究調查，以網路書店服務品質透過三個構面購物流程、網站資訊以及交易安全，進行服務品質研究構面、對於物流服務品質透過二個構面地圖資訊、門市服務，進行服務品質研究構面。 本研究依據量表信效度分析，各觀察變數包含購物流程，個別項目的因素負荷量達0.5以上，且達統計之顯著水準（t>1.96，p<0.05），達到理想的模式內部適合度，分析量表之觀察變數達一致性及穩定性，具有高信度。 Internet has become one of the indispensable media in everyone’s life in the 21st century. The development of applications in internet platforms has changed the purchasing behavior of consumers, whereas consumers enjoy the convenience and efficiency of consumption methods through online platform: namely the transparency of information, convenience of product choice and communication without boundaries. However when the service quality offered by online bookstores fails to meet consumers’ expectations, the consumers are likely to hold negative comments. To generate consumer trust and satisfaction, enterprises are required to adjust the overall service quality in order to meet consumers’ expectation. The service model of Taiwan’s pickup services at the convenience stores plays a key factor to the development of e-Commerce. The Market Intelligence & Consulting Institute (MIC), Institute for Information Industry suggested in its study that Taiwanese internet users believe that data security (36.5%) is one improvement required for online shopping. Taiwanese internet users suggest that online auction also needs to improve the aspect on data security (40.2%). The pickup and payment services at the convenience stores offers the service model of cash on delivery with more secure service model available for the consumers in comparison with the payments in credit cards or ATM transfer. The study explores into the survey on consumer’s perception towards the service quality of online bookstores through the three dimension of online bookstore service quality, namely in purchasing process, website information and transaction security, thereby to implement service quality research with logistics service quality through the two aspects in mapping information and in-store service for service quality research. The study observes the variables including the purchasing process based on the reliability and validity analysis of scale, whereas the factor loading for individual project exceeds 0.5, reaching the significance level of statistics (t>1.96，p<0.05), an ideal internal model fit and the observed variables of analytical scale reaching consistency and stability with high reliability.
