科技進步帶動通路的演進，廠商為帶來更好的顧客滿意度發展出了全通路模式，其中全通路所強調的無縫隙體驗背後需要有良好的通路整合支持，然而，目前全通路整合對於顧客感到滿意後的相關意圖及行為研究不足，另外也尚未有將時間因子作為干擾效果的相關文獻，因此本研究欲探討全通路整合滿意後影響的消費者再購意圖與口碑評價行為，同時檢測快速到貨條件對通路整合的滿意度是否有加成效果。 本研究將使用問卷調查及結構模型進行統計分析，從研究結果發現全通路整合的滿意度確實會為後續的消費者行為及意圖帶來顯著的影響，並且快速到貨的干擾效果也成立。;With technological advancement, merchandisers have developed omnichannel model to enhance customer satisfaction. The seamless experience emphasized by omnichannel requires good channel integration. However, there is insufficient research study the antecedent affect of satisfaction on customer repurchase intention, behavior and word-of-mouth. Furthermore, there is no literature study the moderating effect of fast delivery. This study integrates CIQ(Channel Integration Quality) and ECT(Expectation Confirmation Theory) to bulid up a research model investigating the two issues.The results shows that satisfaction indeed have a significant impact on subsequent consumer behavior and consumer intention, and the fast delivery has significant moderating effect.
