根據 NASDAQ 市場統計指出美國網路下單的比率逐漸提升，而台灣證券交易所所提出的統計亦指出，台灣地區使用網路下單的人數與比例逐漸升高，這些統計顯示了網路下單市場是券商的必爭之地。然而，吸引新顧客的成本比保留住舊顧客的成本高，所以券商如何保留顧客將成為重要的議題。從過去的文獻來看，有許多以服務產業為背景來探討顧客保留的研究，但是針對網路環境下服務業的顧客保留之探討很少，故本研究希望對券商網路下單系統顧客保留意圖之影響因素進行探討。
本研究的主要目的，是針對券商網路下單環境，探討價格認知與服務品質認知對顧客滿意度的影響，以及顧客滿意度的中介效果，並討論顧客滿意度與轉換障礙，對於顧客保留意圖的影響。本研究以網路問卷進行資料的蒐集，並使用LISREL 與 SPSS來進行資料的分析，以檢驗本研究的直接效果假說、中介效果假說和調節效果假說。研究結果發現：
1. 顧客滿意度越高，其繼續與該證券商交易的意願越高。
2. 顧客的服務品質認知越高，對證券商的滿意度越高。
3. 服務品質認知會透過顧客滿意度的中介效果，間接影響顧客保留。
4. 顧客的價格認知對顧客滿意度與顧客保留意圖的影響並不顯著。
5. 顧客所認知的轉換障礙對保留意圖的影響並不顯著。
6. 轉換障礙對於顧客滿意度與顧客保留意圖的關係，具有調節作用。

一、 中文部分
1. 元大京華證券（2003），「蕃薯藤 + 元大京華聯手打造Full-Service網路下單」，現代理財啟示錄第11集， < http://www.yuanta.com.tw/ >，取用於2005/5/1。
2. 台灣證券交易所（2005），「國際證券市場簡訊」，< http://www.tse.com.tw >，取用於2005/5/5。
3. 江怡慧（2000），「證券網路下單之現況及其影響」，產業金融季刊107期，< http://www.ctnbank.com.tw/ctb_4_5/upload/industy107-p104.htm >，取用於2005/5/1。
4. 財團法人台灣網路資訊中心（2005），「九十四年度台灣寬頻網路使用調查簡報」， < http://www.twnic.net.tw/ >，取用於2005/5/5。
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