全通路 (omni-channel) 零售是以消費者為中心出發，將多個通路進行協同管理，提供跨通路服務的商業模式。由於透過多通路整合，可使商家在提升跨通路消費者體驗的同時，提升營運效率及績效，全通路零售逐漸受到重視。根據過去研究，高程度全通路整合所擁有的資訊一致性及服務完整性可降低消費者購物時的不安全感，並加強消費者參與，但對於全通路整合程度和消費者品牌態度間關連，以及消費者人格特質不同所造成的影響卻較少討論。因此本研究欲探討消費者於全通路商家消費時的感知資訊整合及服務整合程度是否會對其品牌態度造成影響，並觀察消費者人格特質在全通路消費環境中的調節作用，針對擁有全通路購物經驗的消費者進行問卷調查，有效樣本為252份，並運用 PLS-SEM 結構方程模式進行檢驗。研究結果顯示消費者的「感知資訊整合」及「感知服務整合」程度對消費者購物時的「心流體驗」有正向影響，而「心流體驗」會正面影響消費者對購物商家的「品牌態度」，且良好「品牌態度」會使消費者產生良好「行為意圖」。另外，本研究發現消費者的「感知資訊整合」的影響程度大於「感知服務整合」，而消費者的「神經質」人格會增強「感知服務整合對感知風險」的影響。本研究結果揭示消費者對不同全通路整合形式感受程度的差別，並呈現全通路整合程度與消費者品牌態度的關係，也揭示人格特質會部分影響其對全通路服務感受的不同，給予全通路商家提升品牌態度及發展全通路相關決策時些許參考。;Omni-channel is a consumer-centric business model that integrates consumer data from multiple channels, and provides cross-channel services. Since retailers can improve cross-channel consumer experience and operational performance through omni-channel integration, omni-channel has gradually attracted attention. According to past studies, the information consistency and service integrity possessed by a high degree of omni-channel integration can reduce consumers’ insecurity when shopping and enhance consumer engagement, but few of them discuss the relationship between the degree of omni-channel integration and consumers’ brand attitudes and the impact of different consumer personality. This research intends to explore whether consumers’ perceived information integration and fulfillment integration when shopping in an omni-channel merchant will affect their brand attitudes, and to observe the impact of consumers’ personal characteristics in the omni-channel consumption environment. We conducted a questionnaire survey on consumers with omni-channel shopping experience, and there were 252 valid samples, which were tested using the PLS-SEM structural equation model. The research results show that consumers’ “perceived information integration” and “perceived fulfillment integration” have positive impact on consumers′ “flow experience” when shopping, and “flow experience” can positively affect consumer’s “brand attitude”, and good “brand attitude” lead to consumers’ good “behavioral intentions”. In addition, we found that the impact of “perceived information integration” is greater than that of “perceived fulfillment integration”, and that “neurotic” personality will enhance the impact of “perceived service integration on perceived risk”. The results of this research reveal the differences in consumers′ perceptions of different forms of omni-channel integration, and show the relationship between the degree of omni-channel integration and consumers’ brand attitudes. It also reveals that personality traits may partially affect their perceptions of omni-channel services. Retailers can make some reference when developing omni-channel related decisions so as to improve the brand attitude and operational performance of merchants.
