網路的崛起和物聯網的發展不只帶動了台灣的科技產業，更帶動了零售業的發展，從80年代開始，台灣的零售業因為網路的高度發展已經逐漸邁向「多通路」也造就電商的崛起，對傳統的零售業零售業衝擊甚鉅。而「全通路」有別於「多通路」他更強調的是線上和線下的「數據整合」零售4.0對台灣而言已經不僅僅是一個口號，而是各大零售通路爭相佈局的重點。這樣子的產業劇變影響到的不只是一般的傳統零售業，預估不久的未來，就連電商也相繼不得不面臨轉型的階段。
台灣相較於國外已經逐漸步入成熟階段的新零售，雖然並未到望塵莫及的地步，然而這樣子的「轉型」與「變革」還是讓許多零售業者措手不及。為了清楚了解目前新零售發展的現況，以及確切鎖定全通路發展下「顧客保留」的動機和原因，對於零售業公司內部可控制變因我們提出了四個因子，它們分別是「一致性」「顧客中心性」「易進入性」「互動性」另外針對顧客的情感需求以及功能需求我們也提出了六個構面，並研究這四個因子對這些顧客需求以及顧客保留的影響程度為何。
最後的研究結果我們發現，一致性對於產品資訊的搜尋及回饋的需求皆有同向影響、易進入性對於無縫體驗有同向影響、互動性對於情感喚起以及滿意度皆有同向影響，而最值得一提的是顧客中心性對服務滿意度有同向影響之外，對於產品資訊的搜尋有著更顯著的需求，因此這點或許是現階段顧客在全通路體驗中最重視的地方；當公司能提供更有效率的搜尋或推薦需求，顧客保留的機率就會越高。相信這樣的結論不僅可以當成建議提供給正在朝全通路發展的公司，更有助於公司建立更完善且環環相扣的顧客體驗。

The growth of the internet and IOT not only drive growth of the technological industry but also for the retail channel. Since the 1980s, the retailer in Taiwan had been developed into multi-channel from single channel, this revolution of industry transformation has the tremendously impact on the traditional retailer. The core ideology different from multi-channel pays more emphasis on the integration of information resulted from customer. For influential retailer in Taiwan, marketing 4.0 is not merely a signal but the strategies they compete to adopt for. Believe it or not, upheavals in the landscape of retailer will effect on the multi-channel and e-commerce in the nearly future.
Compared to foreign retailer, company in Taiwan is gradually catching up this trend lately sometimes. This kind of transformation and revolution make a large mount of dealers confused in current situation. Hence, to clearly understand the reason and motivation of customer retention in the shopping period of Omni-channel, we propose the four dimension, which retailers can emphasize on, including consistency, customer orientation, accessibility, interaction. On the other hand, we also propose six dimensions which consist of affecting and functional unit for customer needs and research how significant they influence on the customer needs and customer retention.

摘要 I
ABSTRACT II
FIGURE LIST V
TABLE LIST V
1. INTRODUCTION 1
2. THEORETICAL BACKGROUND 3
2.1 OMNI-CHANNEL CHARACTERISTICS 3
2.1.1 ACCESSIBILITY 7
2.1.2 INTERACTION 8
2.1.3 CUSTOMER ORIENTATION 9
2.1.4 CONSISTENCY 10
2.2 CUSTOMER NEEDS 12
2.3 CUSTOMER RETENTION 21
3. METHODOLOGY 25
3.1 FRAMEWORK 25
3.2 SAMPLE AND DATA COLLECTION 26
3.3 MEASUREMENT OF QUESTIONNAIRE 27
3.4 MEASUREMENT ITEMS OF CUSTOMER NEEDS 30
ITEMS 30
AROUSAL 30
1. I FEEL PLEASURE AT THE ATMOSPHERE OF THE PHYSICAL CHANNEL. 30
2. THE DESIGN OF THE VIRTUAL CHANNEL IS APPEALING. 30
SOCIAL CONFORMITY 301. I HAVE THE POSITIVE REPUTATION WITHIN THE BRANDING OF SOCIAL MEDIA. 29
2. I HAVE THE POSITIVE EVALUATION WITHIN THE SOCIETY IN THIS BRAND. 30
REQUESTING INFORMATION 31
1. I CAN UNDERSTAND THE QUALITY OF THE SERVICE THROUGH THE DIFFERENT WAY. 31
2. I CAN UNDERSTAND THE INFORMATION OF THE PRODUCT THROUGH THE DIFFERENT WAY. 31
SEAMLESS EXPERIENCE 31
1. I CAN ACHIEVE THE PURCHASE WITHIN THE BRANDING THROUGH THE DIFFERENT WAY. 30
2. I CAN ACHIEVE THE POST-SALE SERVICE WITHIN THE BRANDING THROUGH THE DIFFERENT WAY. 31
4. DATA ANALYSIS 31
4.1 RELIABILITY AND CONSTRUCT VALIDITY 32
4.2 MODEL FIT CHI SQUARE IS THE ORIGINAL INDEX OF STRUCTURAL EQUAL MODEL RESULTED FROM MAXIMUM LIKELIHOOD ESTIMATION PROCEDURE. THE MODEL FIT OF THE CUSTOMER NEEDS (Χ2 = 1072.178, DF = 335, NORMED CHI SQUARE = 3.201; COMPARATIVE FIT INDEX [CFI] = .90; GOODNESS-OF-FIT INDEX [GFI] = .80; ADJUSTED GOODNESS-OF-FIT INDEX [AGFI] = .80; INCREMENTAL FIT INDEX [IFI] = .90; ROOT MEAN SQUARE ERROR OF APPROXIMATION [RMSEA] = .075) CONFORM TO THE LITERATURE REVIEW. 35
4.3 COMMON METHOD VARIANCE (CMV) 36
4.3 THE RESULT OF HYPOTHESES 37
4.4 MEDIATING EFFECT 38
4.4.1 MEDIATING EFFECT OF CUSTOMER NEEDS 39
5. CONCLUSIONS 42
5.1 DISCUSSION 42
5.2 LIMITATIONS AND FURTHER STUDY 43
REFERENCE 44

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