The launch of the World Wide Web enforces retailers change the way they run their business with partners and consumers. It also changes traditional business models and furthermore enhances the rapid development of e-business. E-commerce changes the aspects of selling and buying. The market is so changeable and competitive. Retailers have to develop marketing strategies and innovative services in order to attract shoppers’ attentions, increase consumers’ perceived values, and establish relationship with consumers. This research’s goal is to discuss how online retailers increase consumers’ perceived values and satisfaction and later win recognition and word-of-mouth from customers through innovative services. This research adopts questionnaire survey method. The samples cover online consumers in different geographic areas in Taiwan through mailing and from internet. A total of 434 valid questionnaires were received. Statistical software package SPSS was used to conduct descriptive statistics, reliability analysis, factor analysis, canonical correlation analysis, regression analysis and other statistical methods. Results of this research are concluded as follows. First, there were positive correlations between online retailers’ innovative services and consumers’ perceived values. Second, there were positive correlations between online retailers’ innovative services and consumers’ satisfaction. Third, positive correlations were found between customers’ perceived values and satisfaction. Fourth, positive correlations were found between customers’ satisfaction and word-of-mouth. Fifth, there were positive correlations between innovative services and word-of mouth. Sixth, positive correlated responses were found between innovative services and consumers’ satisfaction through the medium of perceived values. Seventh, positive correlated responses were found between innovative services and word-of-mouth through the medium of consumers’ satisfaction. Related concepts of management were also mentioned in this article.
