近年來伴隨著網際網路的快速發展，提供了電子商務發展的基礎，使得網路已成為僅次於傳統實體通路外的最重要銷售管道。在網路泡沫化之後，目前更產生兼具虛擬與實體的競爭模式，零售業者可以藉由網路來擴大與顧客接觸的機率，並與純虛擬的零售業者在網路上競爭，虛實兼具的經營方式將會是未來零售業中主要的競爭模式，其隱藏龐大的市場潛能。因此，對於想要跨足虛擬空間或是實體店面的純虛擬零售商或是傳統零售商，瞭解顧客所重視的因素就變的格外重要。 本研究結合科技接受模式、資訊系統成功模式及加入趣味性的因子，提出一個整合性的解釋模型來探討在多通路的環境中，資訊品質、系統品質及服務品質如何影響認知有用性(perceived usefulness)、認知易用性(perceived ease of use)，並且探討一個實體通路的存在如何影響顧客的購買決策，本研究透過網路問卷及實體問卷收集有使用多通路方式購買經驗的樣本資料，並使用LISREL及SPSS來進行信度和效度分析，以檢驗本研究模型和相關假說。 本研究結果發現資訊品質對於認知易用性有正向顯著的影響，而對於認知有用性的影響卻不顯著，服務品質對於認知易用性及認知有用性的影響並不顯著，多通路的系統品質對於認知有用性和認知易用性的影響是顯著且正向的，而在多通路環境中，認知易用性與認知有用性為顧客行為意圖的重要影響因子。 Because of fast development of the Internet and increasing number of global Internet populations, many investors think there is a new commercial channel which is appearing on Internet. To brick-and-mortar retailers, the Internet is becoming a new channel. Therefore, explore the factors that influence consumers’ intention to use multi-channels is important. The research combines the technology acceptance model (TAM) and the IS success model to measure how the existence of the physical channel affects the customers decision in the multi-channel environment. The research model was tested with data from 329 of multi-channel shoppers in Taiwan. The study shows that information quality and system quality are significant positive predictors of perceived ease of use and perceived usefulness, and further the perceived ease of use and perceived usefulness are significant positive predictors of behavioral intention. This study provides the evidence which the TAM and the IS success model could use on the multi-channel environments. This study also extends the perceived playfulness to e-commerce and provides the some suggestions for practice and future research.
