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中文摘要：
本文在已有研究形成的基于顾客参与和关系质量的网络顾客忠诚形成机制模型基础之上，研究网络涉入程度这一消费者个人特征变量的影响。通过对网络消费者进行聚类分析，采用估计并比较变量间路径系数的方法，得出网络涉入程度不同的顾客，其参与行为都显著影响着关系质量和忠诚行为，但各路径回归系数却有显著差异，说明高网络涉入顾客组参与行为对忠诚的预测能力高于低网络涉入组。
英文摘要：
Based on the current customer loyalty formation model predicated on customer participation and relationship quality, this paper incorporates a new variable, customer intemet involvement, to reveal how personal characteristics of customers would influence loyalty. The findings suggest that the participation of all customer groups has a significant direct influence on relationship quality and loyalty, while the degree of the influence varies significantly, indicating a higher predictive ability of the participation of customers with more intemet involvement than that of customers with less internet involvement.
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