虛擬通路的蓬勃發展，已達可以和實體通路相抗衡的規模，而環境及消費者生活型態上的改變，導致消費者的通路選擇愈來愈難預測，本研究旨在探討哪些是會影響消費者對於實體通路滿意度及實體通路偏好的因素。
　　本研究參考消費者決策過程模型，而選定找個人差異這個構面下的變數，最後發展出一個研究架構，是在探討社交購物、接觸需求對實體通路滿意度的影響，以及實體通路滿意度對實體通路偏好的影響，另外再加上購物傾向作為調節變數。
　　由於不同的品類，會使消費者有不同的通路滿意度及偏好，因此本研究選定服飾商品來做調查。本研究採用線性結構模式分析方式來做因素分析、信效度分析，以及假設的推論，而用迴歸分析去檢驗調節變數的效果。
　　分析結果，社交購物和實體通路滿意度之間有顯著正向關係、實體通路滿意度和實體通路偏好之間也有顯著正向關係；但接觸需求對實體通路滿意度及實體通路偏好皆無顯著關係，最後，購物傾向中的休閒型購物者對接觸需求和實體通路滿意度之間的正向關係有增強的效果。
　　就本研究的結果，社交購物會影響消費者對實體通路的滿意度，因此行銷者可以針對此部分，加強實體店鋪中的設計、營造社交關係，以及培養出能夠和顧客有適當社交關係的店員，進而讓顧客產生再光顧的意願。

　　The virtual channel grows quickly, and reached the level of competing with the physical channel. With the environment and consumer lifestyle changes, it’s hard to predict consumer’s channel choice. This study is to discuss what the factors of channel satisfaction and preference are.
　　According to the Consumer Decision Process Model, this study aims to the individual differences and developed a conceptual framework. The framework is composed of social shopping, need for touch, to affect physical channel satisfaction and preference. And the shopping orientation as a moderator.
　　The different type of product will have different channel preference. As a result, this study chooses the apparel goods to be the research sample. This study is analyzed by the Confirmation Factor Analysis, Linear Structural Competing Model, and the Linear Regression.
　　The result shows that social shopping has a significantly positive effect on physical channel satisfaction, and physical channel satisfaction has a significantly positive effect on physical channel preference. Need for touch has no significantly effect on physical channel satisfaction, neither the physical channel preference. The recreational shopper will increase the effect between need for touch and physical channel satisfaction.
　　According the result, social shopping has a effect of physical channel satisfaction. Marketers should create a social environment in their store, and teach sellers to have a social relationship with customer to increase their repurchase intention.

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