全通路已成為現今零售的趨勢，在全通路中，因為完善的通路整合，消費者可以任意的在交易中選擇或是切換不同的通路，消費者在行銷中的角色已從過去的被動轉為主動。這樣的轉變意味著消費者得到了更多的權力，也就是所謂的被賦權。消費者心理賦權是消費者感受到的賦權程度，其在全通路中扮演著極重要的角色。本研究旨在探討消費者心理賦權在全通路下的中介作用，其前因包含通路整合品質及消費者參與行銷，後果則是消費者共創的角色內及角色外行為。研究結果顯示，消費者心理賦權的確在所有前因後果中具有中介效果。除此之外，我們也探討了前因和消費者賦權間的調節作用。擁有較高正向核心自我評估之消費者當受到消費者參與行銷刺激時，會展現較高的消費者心理賦權；擁有較高負向核心自我評估之消費者則會在受到通路整合品質的刺激時，展現較低的消費者心理賦權。本研究提供給全通路學術上及實務上的新觀點。;Omni-channel has become a trend in retailing industry. In omni-channel retailing, consumers can easily switch among different channels because of well channel integration. The role of consumer in marketing has changed from passive to active. This kind of change means consumers gain more power than before, that is, they are more empowered. The purpose of this study is to explore the mediation effect of Consumer psychological empowerment (CPE) in omni-channel retailing. We use channel integration quality (CIQ) and consumer engagement marketing (CEM) as the antecedents, while in-role and extra-role behaviors of consumer co-creation as the consequences. The results supported the mediation effect of CPE between all antecedents and consequences. The boundary of CPE also is discussed in this research. High positive core self-evaluation consumers showed stronger CPE when stimulated by CEM, while high negative core self-evaluation consumers showed weaker CPE when stimulated by CIQ. Through this research, we gave some new insight to both theory and practice in omni-channel retailing.
