隨著網際網路的發展，許多企業已經建立自己專屬的企業網站，讓使用者能透過瀏覽網站的方式，進而獲取相關的資訊與產品服務，由於網路上的網站數量眾多，網站間彼此差異性不高，使用者的轉換成本低，使得欲透過網站建立良好的關係變得更加困難。良好的雙方關係一直是企業經營成功的關鍵因素之一，在這些網站中，若有個品牌名聲遠播且能讓人眼睛為之一亮、有良好體驗經驗的網站，便能聯繫網站與使用者間的正向關係，使得間接增加使用者的忠誠度。

因此本研究自電子商務的角度出發探討「影音網站之網站設計品質與品牌形象，影響使用者忠誠度」。在網站設計品質上，利用現有且發展良好的量表為基礎，連結信任與滿意度等影響關係品質建立的重要變數再加入線上忠誠度為結果變數，了解網站設計相關因素與品牌形象對線上使用者建立過程與未來的行為意圖的影響。

本研究採用網路問卷的方式，以動新聞為目標網站，並收集443份有效樣本進行相關統計分析。在進行效度分析時，發現所採用的量表之衡量構面經過適度的修改後，能有更佳的解釋力，因此修訂後的網站設計品質與品牌形象之衡量構面為：「認知的視覺外觀」、「網站導覽功能設計」、與「品牌形象」。透過路徑分析的結果，發現「認知的視覺外觀」與「網站導覽功能設計」對該網站有非常顯著的影響，而「品牌形象」的影響並不大，但仍是可接受的範圍。而在關係品質與線上忠誠度的關聯中，信任與滿意度是線上關係建立的關鍵，其中信任與滿意度為關係品質的兩個重要元素，而且會直接影響使用者之線上忠誠度。

本研究結果證實，網站設計品質與品牌形象確實會影響網站與線上使用者關係的建立，且關係建立的品質對使用者忠誠度也有顯著的影響。企業確實可以透過改善網站設計的設計品質與品牌形象的轉變給於使用者更多更好的互動經驗，提升對其網站的滿意度與信任，如此不僅能維持較長期的雙方關係，還能提升使用者的回訪機率。而對於企業管理者而言，也可以利用此工具來進行衡量，了解整體網站的設計與整體品牌形象是否有符合使用者的需求，給予其正面的感受，才能有效地維持網站的人潮，發揮真正的效益。

With the development of Internet, many companies have set up their own businesses website allows users to browse through the site, and thus access to relevant information and products and services. Due to the number of sites on the network, there are no differences between each site. User had lower switching costs. It’s difficult to establish a good relationship between users and website. A good relationship is one of the key factors of business success. If a website has a famous brand image can catch user’s eyes or provide a good experience, and this website will contact a positive relationship and indirect made user loyalty.

Therefore, this study will discussed about how "video website design quality and brand image effect user’s E-loyalty." In the quality of the web design. This study take advantage of current and well-developed scale based to be the fundamental. In order to associate trust and satisfaction that affects the quality of the relationship. Then find out the causality of E-loyalty.

This study find out the quality of website design and brand image will indeed affect the relationship between website and online users. The quality of relationship significantly affects E-Loyalty as well. Next Media Animation could provide the better online interactive experience to users by improving the quality of website design and changing the brand image. Therefore, Next Media Animation could maintain the long-term relationship with users and enforce the probability of revisit of users. Managers could rely on this study to measure the whole situation of the website whether commit users’ requirement or not. Therefore, the website could provide better experience to make a difference.

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