拜科技進步所賜，我們有更多通路可供使用。現在消費者可以透過不同的通路來完成消費行為。從各種文獻和市場研究機構最近的研究指出，相對於單通路消費者，多通路消費者平均要多消費15%-30%。而採行全通路的消費者又比多通路消費者的花費再多上20%。另外，全渠道消費者的顧客忠誠度要遠遠高於多通路，更別提單一通路。不僅對於營收有正向影響也能幫助商家建立良好形象。因此不難想見全通路是正在崛起的新趨勢。
但是關於多通路的文獻遠多於全通路，而且裡面提及的特性分散，因此本篇文章統整全通路文獻並歸納出四個重要特性，一致性、顧客中心性、易進入性、互動性。我們想驗證這四個特性是否對顧客保留有正向影響，如果有的話，我們想要進一步得知這樣的正向關係是否又會因為不同的產品類型或不同的顧客特性而有所改變，會是怎樣的影響呢?因此我們選定產品類型和顧客特性為我們的干擾變數，並以兩個研究分別來探討其如何來影響全通路特性對於顧客保留的正向關係。
研究結果發現，四個特性皆對顧客保留有正向影響，其中又以互動性的影響最大，在有限的時間和金錢下可列為最先改善項目。而不同產品類型基本上在顧客保留並沒有明顯差異，唯有經驗品的販售商若能特別強調互動性則能有效優化顧客保留。關於顧客消費行為，結果指出加強一致性及互動性可以有效提升其顧客保留。
全通路蔚為一個新趨勢，但過去並沒有太多前例可循，希望透過這個學術性的研究能為想要採用全通路的業者提供一些建議。

Thanks to fast developing technology, more channels are now available for customers. We can now complete our purchase cross many different channels.
From IDC Retail insights and other research, we found that compare to single channel customers, multichannel customers spend 15%~30% more money than average and omnichannel customers spend 20% more money than multichannel customers. Also, customer royalty of omnichannel customer is much higher than multichannel, to say nothing of single channel. Omnichannel helps retailers not only enhance their sales but also build positive reputation. It is clear that omnichannel is a rising new trend.
However, literature about multichannel is far more than which of omnichannel and the characteristics of omnichannel are separated discussed in different literature. So in our study, we reviewed prior research and concluded four important characteristics for omnichannel which are consistency, customer orientation, accessibility and interaction. Then present hypotheses to see whether these omnichannel characteristics have a positive effect toward customer retention.
If the positive effect do exist, then we want to make a further test to see whether the positive relationship would be influenced by moderator. And how would it affect?
We chose product types and customer purchase behavior to be our moderator and used study 1 and study 2 to explore how moderator would affect the positive relationship between characteristics and customer retention.
From our result, all characteristics have positive influence toward customer retention. Furthermore, interaction influence the most. With the limited time and cost, retailers can take interaction as the first priority to improve. Product types don’t possess a significant difference on customer retention. But if the experience goods retailers can put more emphasis on interaction would effectively enhance customer retention.
Product type don’t possess a significant difference on customer retention. But if experience goods retailers can put more emphasis on interaction would effectively enhance customer retention. To customer purchase behavior, the result told us to focus on consistency and interaction can improve customer retention.
Omnichannel as a new trend, we don’t have too much data to apply. We hoped that through our research, we can give those retailers who want to make an improve in omnichannel some practical suggestion.

1. Introduction………………………………………………………. - 1 -
2. Theoretical Issues………………………………………………… - 5 -
2.1 Omnichannel Characteristics……………………………… - 5 -
2.1.1 Consistency…………………………………………. - 11 -
2.1.2 Customer Orientation……………………………… - 12 -
2.1.3 Accessibility……………………………………….... - 15 -
2.1.4 Interaction…………………………………………... - 17 -
2.2 Hypotheses for Moderating Effect……………………….. - 19 -
2.3 Product Types……………………………………………… - 20 -
2.4 Customer Purchase Behavior………………………………. - 23 -
2.5 Customer Retention………………………………………... - 24 -
3. Methodology……………………………………………………… - 26 -
3.1 Research Framework………………………………………. - 26 -
3.2 Sample and Data Collection……………………………….. - 27 -
3.3 Questionnaire Design and Measure………………………... - 28 -
4. Data analysis……………………………………………………… - 33 -
4.1 Reliability and Validity…………………………………….. - 33 -
4.2 Hypotheses Testing……………………………………….... - 36 -
5. Conclusions………………………………………………………. - 42 -
5.1 Discussion and Managerial Implications…………………... - 42 -
5.2 Limitations and Future Directions…………………………. - 46 -
References………………………………………………………… - 49 -

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