由於網際網路的基礎建設逐漸完善與教育普及下，國人對於網際網路的使用頻率與使用方式有大幅度改變，而本來在國外盛行的網路拍賣，也逐漸被國人接受，也有許多人在網路上再創事業高峰，但因虛擬通路存在匿名性，所以對於顧客忠誠度方面上，不像實體通路般能夠掌握，而本研究在探討關係品質與關係行銷是否會產生網路拍賣忠誠度。並且將關係品質與關係行銷視為類神經網路之輸入層，以預測網路拍賣參與者購買後的忠誠行為，本研究透過網路問卷回收有效問卷數為311份，其結果顯是關係品質與關係結合會產生忠誠度，並且類神經網路能夠有效的預測顧客忠誠行為達0.81∼0.619之間。 Under impacts of the maturity of Internet infrastructure and the increasing knowledge and understanding, the residents in Taiwan have largely changed the frequency and the ways of utilizing Internet. Moreover, online auctions have become widely accepted, and many of sellers on Internet auction begin to create considerable profits as well. Yet, to precisely assess customer loyalty online is much more difficult because of the anonymous on the Internet. Hence, we first discuss the dimensions which will influence customer's loyalty over the physical distribution channels, and testify the suitability of these dimensions in the virtual distribution channels. Subsequently, Backpropagation Neural Network (BPN) will be applied to forecast customer's loyalty and to provide useful information to the sellers. In this study,we are had retrieved efficacious 311 samples by network questionarys . And the relationship quality and relational bond still can influence on-line actions buyer's customer's loyatly as well as others. BPN can be forecasting customer's loyatly arrival 0.81~0.619
