在資訊通訊技術進步下，許多新興虛擬電子商務零售業興起，這衝擊了傳統零售業的市場，也意味著傳統商業網路化的時代來臨，傳統零售業應該發展網路商店等虛擬通路服務，並藉由既有之實體商店進行虛實整合。近年來科技發展迅速，如人工AI、大數據、區塊鏈等技術蓬勃發，商業模式發展出全通路零售（Omni-Channel）、O2O行銷模式、新零售、虛實整合模式（Clicks and Mortar Model）等類似概念，在學術界也興起對其概念之相關研究。

本研究以台灣B2C傳統零售業為對象，透過DEMATEL（決策實驗分析法）探討虛實整合之關鍵要素，期望能夠幫助傳統零售業在虛實整合上有參考的方向。透過過往研究文獻歸納後設計出七項虛實整合構面要素，分別為：「虛實整合績效」、「外部環境」、「品牌能力」、「管理能力」、「交易數位化能力」、「服務多樣性能力」、「數據分析能力」，並將問卷發放給傳統零售的業界專家，並輔以訪談的方式分析，結果發現：（1）「數據分析能力」、「服務多樣性能力」、「交易數位化能力」是虛實整合重要的關鍵要素，（2）「管理能力」重要性低，但仍然影響其他虛實整合策略，（3）企業應當保持對「外部環境」的觀察能力。

Information and communication technologies are advanced nowadays. New e-commerce retail industries have impacted the retail market. It means that traditional retail industries should develop virtual channels to compete with the new competitor. In recent years, information technology has developed rapidly, such as artificial AI, big data, blockchain. The retail business model has developed into Clicks and Mortar Model, Omni-Channel, O2O marketing, new retail, and some similar concept.

This study sets Taiwan's B2C traditional retail industry as the target, use DEMATEL (Decision-Making Trial and Evaluation Laboratory) to explore the key factors of the Clicks and Mortar Model. This research gives the traditional retail industry a reference direction to integrate virtual and physical channels. Through the past research literature, we have designed seven factors of the Clicks and Mortar Model. The seven factors are "Result of Clicks and Mortar Model", "External Environment", "Brand Capability", "Management Capability", "Digitized Transaction Capability", "Diverse Services Capability" and "Data Analysis Capability". The questionnaire was distributed to traditional retail industry experts, and analyze the reasons for key factors with some local interviews. The research results showed: (1) "Data Analysis Capability", "Diverse Services Capability", "Transaction Digitalization Capability" are the important factors of the Clicks and Mortar Model. (2) "Management Capability" is not a really important factor, but it still affects other factors of the Clicks and Mortar Model. (3) Companies should maintain the ability to observe the "External Environment."

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 電子商務演變 4
第二節 虛實整合 6
第三節 虛實整合效益評估 13
第三章 研究方法 15
第一節 研究問卷 15
第二節 DEMATEL 18
第三節 DEMATEL分析步驟 19
第四章 研究結果 22
第一節 專家基本資料 22
第二節 構面重要性分析 23
第三節 DEMATEL分析 26
第五章 結論與建議 32
參考文獻 35
附錄一 專家問卷 38 

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