全球性COVID-19疫情改變了零售市場顧客的消費習慣及方式，也因此助興了電子商務的崛起。在當今競爭激烈的商業環境中，企業不斷在尋求價值創造和增加顧客忠誠度的新方法，互聯網及行動科技的成熟發展，使得所有消費者接觸點及通路的界線已逐漸消失，根據調查，將近六成的消費者在網路購物時會選擇同時具有實體零售門市的網購通路，顯見得民眾的購物消費模式已有漸漸從線下實體門市逐漸轉向往線上商城的趨勢，有鑒於此，零售商業者們紛紛開始致力於為顧客打造一種便利、整體一致性、流暢、愉悅的購物方式體驗，而改變零售業行銷型態的創新商業模式即是全通路 (Omnichannel) 商業模式。
本研究共回收312份有效問卷，運用SPSS Statistics 28 統計軟體進行描述性統計、因素分析、相關分析、變異數分析與迴歸分析。研究結果顯示，除「科技便利性」對顧客忠誠度之影響程度不顯著之外，「社群依附」、「品牌」、「體驗價值」、「顧客信任」對顧客忠誠度之影響皆具有顯著效應，尤其「體驗價值」對顧客忠誠度之影響程度最為顯著。
當今新世代族群更重視的是個人化的消費體驗價值，建立良好的購物消費體驗與互動內容將會是企業培養累積顧客忠誠度最重要的關鍵。因此企業需整合跨平台的消費行為數據，再從用戶的偏好制定個人化推薦，在消費者產生需求前先提供體驗服務，藉此培養出顧客的忠誠度。本研究結果可提供作為企業發展全通路商業模式之行銷策略重點參考。

A global COVID-19 outbreak has changed the consumption habits and patterns of customers in the retail market, thus contributing to the rise of e-commerce. In today's competitive business environment, firms are constantly seeking new ways to create value and increase customer loyalty. The mature development of the internet and mobile technology has made the boundaries between all consumer touchpoints and channels gradually disappear. According to the survey, when shopping online, nearly 60% of consumers choose online shopping channels which physical retail store exists. It seems that people’s shopping pattern has gradually shifted from offline physical stores to online malls. In view of this, retailers have strived to create a convenient, overall consistent, smooth and pleasant shopping experience for customers. The innovative business model that changes the retail marketing pattern is the omnichannel business model. Therefore, this study will explore whether technological convenience, online community attachment, brand, experience value, and customer trust have a significant impact on customer loyalty in the omni-channel retail market environment.

A total of 312 valid questionnaires were collected in this study, and SPSS Statistics 28 statistical software was used for Descriptive statistics, Reliability analysis, Pearson correlation analysis and Regression analysis. The research results show that, except for the insignificant impact of "technological convenience" on customer loyalty, online community attachment, brand, experience value, and customer trust all have significant effects on customer loyalty. Especially, "experience value" has the most significant impact on customer loyalty. The results of this study can be used as a reference for key points of marketing strategy for enterprises to develop an omni-channel business model.

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