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    題名: 全通路零售整合對企業經營之影響：以線索和品質觀點探討
    The Impact of Omni-channel Retailing Integration on Business: A Perspective of Cues and Quality
    作者: 鄭楷騰
    Cheng, Kai-Teng
    貢獻者: 管郁君
    林勝為
    Huang, Eugenia Y.
    Lin, Sheng-Wei
    鄭楷騰
    Cheng, Kai-Teng
    關鍵詞: 全通路零售
    無縫式服務
    通路整合品質
    企業名聲
    黏著意圖
    線索-形象-印象模型
    承諾-信任理論
    Omnichannel Retailing
    Seamless
    Channel Integration Quality
    Organizational Reputation
    Stickiness
    Cues–Images–Impressions Model
    Commitment–Trust Theory
    日期: 2022
    上傳時間: 2022-09-02 14:47:25 (UTC+8)
    摘要: 近年來行動裝置的普及模糊實體與虛擬通路之間的界線，促使傳統零售企業逐漸轉型成全通路零售企業，並開啟全通路零售的序幕。全通路零售核心精神在於提供顧客一致性與無縫式服務體驗。企業提供這類型服務的成效取決於顧客的觀感與行為。若能瞭解企業進行通路整合成效對於其經營績效非常重要。然而，全通路零售領域迄今對於通路整合品質的影響因子尚未過多著墨；此外，過去尚未有研究從通路整合品質觀點探討顧客認知企業印象與黏著意圖議題。因此，本研究探討此兩面向研究議題。其中，通路整合品質包含通路服務結構（廣度、透明度）與整合式互動（內容一致性、流程一致性、知覺流暢性）兩構念。研究一以線索-形象-印象模型為基礎，探討全通路零售情境顧客感知企業投入於全通路服務付出心力是否會影響通路整合品質進而影響認知企業印象；研究二以承諾-信任理論為基礎，探討顧客對於通路整合品質的感知，是否影響對企業的關係承諾和信任感，進而影響黏著意圖。此外，本研究欲探討同一群顧客感知台灣零售企業進行通路整合的成效（認知企業印象與黏著意圖）。因此本研究採用問卷調查法發放問卷同時調查顧客對研究一與二所有變數的觀感，共回收1060份有效樣本。本研究使用PLS-SEM檢驗研究一與二所有假說。研究一結果指出全通路服務付出正向顯著影響通路整合品質。此外，通路整合品質正向顯著影響認知企業印象；研究二結果指出通路服務結構與知覺流暢性正向顯著影響關係承諾，整合式互動正向顯著影響信任感。此外，本研究再次於全通路零售情境複現關係承諾、信任感及黏著意圖間的顯著影響關係。有趣的是，通路服務結構影響力雖不如整合式互動，但它卻是通路整合品質的基礎，尤不可輕忽其效用。本研究結果提供全通路零售時代學術與實務重要之意涵。
    The ubiquity of mobile devices has blurred the boundaries between physical and virtual channels, prompting traditional retailers to reinvent themselves as omnichannel retailers. Omnichannel retailing aims to provide customers with consistent and seamless service experiences, and the quality of these services depend on the perception and behavior of customers. Thus, understanding channel integration quality—i.e., channel service configuration (breadth and transparency) and integrated interactions (content consistency, process consistency, and perceived fluency)—is critical to determining an omnichannel retailer’s operating performance. However, few researches on omnichannel retailing have examined the factors affecting channel integration quality or how this affects customers’ perceived organizational impression and stickiness. Therefore, this study performed two substudies to investigate whether channel integration quality is linked to customers’ perceived organizational impression and stickiness. Substudy 1 employed the cues–images–impressions model to explore whether customers’ perceptions of retailer effort in providing omnichannel services affects channel integration quality and thus on perceived organizational impression. Substudy 2 employed the commitment–trust theory to explore whether customers’ perception of channel integration quality affects customers’ commitment and trust in retailers and thus on customer stickiness. Additionally, this study explored the channel integration performance of Taiwanese retailers by asking the same group of customers about their perceived organizational impression and stickiness. That is, we surveyed Taiwanese customers using a questionnaire containing all of the variables studied in Substudies 1 and 2 and collected 1,060 valid responses. Partial least squares structural equation modeling was employed to test all of the substudy hypotheses. The results of Substudy 1 revealed that omnichannel service effort had a significantly positive effect on channel integration quality. Channel integration quality also had significantly positive effect on perceived organizational impression. The results of Substudy 2 showed that both channel service configuration and perceived fluency had a positive effect on relationship commitment and that integrated interactions had a direct positive effect on trust. In addition, this study replicated the significant causal relationships between relationship commitment, trust, and stickiness in the context of omnichannel retailing. Although less influential than integrated interactions, channel service configuration is the basis of channel integration quality and must not be ignored. These findings have both academic and practical implications for omnichannel retailing.
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