因為科技快速發展，在零售模式中也有著巨大的改變，然而，除了因為線
上通路及其他數位化的通路出現，以顧客為中心亦是原因之一，全通路的概念也
因此變得愈趨重要，而通路品牌的概念也隨之出現，證明通路也能建構品牌，甚
至能如普通品牌一樣影響顧客忠誠度，也因為如此，全通路提供了更廣闊的視野
以及給予顧客擁有更無縫體驗的機會。
而為了更具體找出全通路影響顧客保留的原因，因此考慮以品牌經驗作為
衡量，因為在過往的許多研究中皆提及顧客體驗對於顧客忠誠及行為的影響有多
重要，而其中的品牌經驗亦是如此。雖然品牌經驗在行銷上的研究已不算少數，但是卻鮮少有人將其與全通路的概念做連結，因此，在本篇研究中，我們想知道
品牌經驗在全通路與顧客保留之間如何運作，我們將把全通路特性劃分為四塊，
分別為一致性、以顧客為中心、易進入性、以及互動性，並研究這些特性對於品
牌經驗、顧客滿意度及行為的影響為何，所以本篇研究將探討全通路裡的品牌經
驗是如何影響個客保留。
在本研究中發現，一致性對於品牌經驗中的思考經驗具有影響; 以顧客為
中心的特性對情感及行為經驗有正向效果; 易進入性對於思考經驗有正向結果;
而互動性對於感官及行為經驗有著正向影響，此外，品牌經驗對於顧客保留的影
響也皆為正向，意指當顧客擁有愈好的品牌經驗，顧客保留的程度便愈高，相信
這樣的研究結果不僅可應用於行銷策略以及決策使用，更有助於公司在全通路底
下的品牌管理及發展。

Due to the fast pass of technology development, retailing has also changed dramatically. However, apart from online channel and new digital channels’ appear, customer centric is also the trend of retailing. The concept of omni-channel has become more and more important nowadays. Thus, the concept of brand has also changed. Retailing brand become more popular than before, it can not only construct a brand, but also increase customer loyalty like a normal brand. Omni-channel takes a broader perspective on channels and provides customer seamless experience.

In order to find out the specific reason of why omni-channel can influence on customer retention. Brand experience has been take into consideration, that is due to customer experience always has the influence on customer loyalty and behavior. Among them, research on the relationship between omni-channel and brand experience is still rare, although brand experience in the normal type of retailing has received attention. Therefore, this study devotes to investigate how does the brand experience influence on customer retention in omni-channel. This research proposes four characteristics for omni-channel, including consistency, customer-orientation, accessibility, and interactive, then examines the influences of these characteristics on brand experience, satisfaction, and behavior. Thus, in our research, we are going to explore the influence of brand experience on customer retention in omni-channel.

Consistency affects intellectual experiences; customer-orientation influences affective and behavioral experiences; accessibility has the positive result in intellectual experiences; interaction allows customer to perceive every aspect of brand experience except affective and intellectual experiences. Also, the higher brand experience customers perceive from omni-channel, the higher satisfaction and behavioral intentions would be. These findings can be applied to both marketing strategy and decision-making for brand management in omni-channel and provides insights for brand developers.

1. Introduction 1
2. Theoretical Issues and Hypotheses 5
2.1 Omni-channel Characteristic 5
2.1.1 Consistency 8
2.1.2 Customer-orientation 10
2.1.3 Accessibility 11
2.1.4 Interaction 13
2.3 Brand Experience 14
2.4 Customer Retention 23
3. Methodology 26
3.1 Research Framework 26
3.2 Sample and data collection 27
3.3 Measures 27
3.3.1 Control Variables 29
4. Analysis 30
4.1 Reliability and Construct Validity 30
4.1 Common Method Variance (CMV) 35
4.2 Hypothesis Testing 37
4.1 Mediating Effect 41
4.4.1 Mediating Effect of Brand Experience 42
5. Conclusion 45
5.1 Discussion and Implications 45
5.2 Limitation and Future Directions 49
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