隨著科技的創新，人們彼此之間訊息傳遞的方式也不斷地改變。例如，各式各樣行動裝置的出現，讓人們能夠隨時隨地與任何人聯繫。為了因應人們在生活習慣上的轉變，零售業者們也紛紛加入許多更多元化的通路來與消費者溝通，以行銷自己的品牌。然而，在擁有更多的通路的同時，為了能讓消費者在各個通路的使用上都可以獲得無差別的服務與順暢的購物體驗，許多公司開始更注重各通路之間的融合，因而形成了一種新的零售型態，稱之為「全通路零售(omni-channel retailing)」。

對於這種新的零售型態的出現，近年來也有許多文獻在探討其與過去其他型態的差異之處，亦或是這種新零售型態的出現能夠帶給消費者何種好處。但據我們所知，鮮少有研究是在討論全通路零售的具體型態分類，以及給公司們發展全通路零售時進行參考的策略建議。

因此，為了補足過去研究的不足之處，首先，本研究將透過觀察實際公司的應用情形，把全通路型態分成以下四種類型：Simple、Hybrid-Showrooming、Hybrid-Webrooming以及Fully Omni-Channel，並將其作為我們主要的研究架構。除此以外，透過進一步的案例分析與相關文獻探討，我們將歸納出這四種全通路型態彼此各自的優勢、適合使用的場景，以及其共同擁有的特點：一致性、易進入性、以顧客為導向、互動性。最後，我們將針對以上的分析結果，提供想發展全通路的公司，在通路設計上可以進行參考的結論與建議。

With the emergence of novel technologies and the followed up new ways that people communicate with each other, retailers nowadays try to contact consumer through multiple touch points. Besides, due to the expansion of channels, many companies start to realize that they should pay more attention to integrate all the channels together. Therefore, the concept of retailing begins to move forward to the new approach so-called omni-channel retailing, which can be defined as a synchronized operating model that aligned all channels together for presenting a single face and unified experience to customers.

Although the concept of omni-channel strategy has been discussed for several years, research on defining the categories within all kinds of applications and the suggestions for developing are almost unexplored. To the best of our knowledge, prior omni-channel literatures are mostly focused on the discussions of what it will influence on consumer behavior and what are the differences between omni-channel concept and other retailing types.

In order to make up the insufficient knowledge for companies’ reference, within this study, we proposed a framework for clearly classifying all kinds of applications and summarized them into four categories: Simple, Hybrid-Showrooming, Hybrid-Webrooming and Fully Omni-Channel. Moreover, after analyzing these four kinds of omni-channel solution, we can also find out the advantages and applicable occasions of each type, as well as the common features among them, which consist four elements: consistency, accessibility, customer orientation and interaction. Furthermore, we end by providing further suggestions and conclusions for companies to develop their own omni-channel retailing.

摘要 I
Abstract II
致謝 III
Table of contents IV
List of Figures V
List of Tables V
1 Introduction 1
2 Literature Review 4
2.1 Omni-Channel Retailing 4
2.2 Purchase Decision Process 8
2.3 Online Channels and Offline Channels 9
3 Research Framework 10
3.1 Rising purchase phenomenon in omni-channel retailing 12
3.2 Category of omni-channel retailing 15
3.2.1 Simple Omni-Channel 16
3.2.2 Hybrid-Showrooming Omni-Channel 18
3.2.3 Hybrid-Webrooming Omni-Channel 20
3.2.4 Fully Omni-Channel 22
4 Research Analysis 24
4.1 Advantages of each omni-channel type 24
4.2 Applicable occasion of each omni-channel type 32
4.2.1 Classification for different products 34
4.2.2 Classification for different customers 40
4.3 Common factors for introducing omni-channel strategy 43
4.3.1 Consistency 43
4.3.2 Accessibility 44
4.3.3 Customer orientation 46
4.3.4 Interaction 48
5 Discussion and Implications 50
5.1 Research conclusion 50
5.2 Managerial implication 54
5.3 Limitations and future research 56
Reference 57

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