隨著網絡科技之興起和成熟，互聯網、物聯網、智慧型手機、行動裝置以及行動支付等電子商務技術成熟與發達，不但改變人類的生活與消費習慣，進而影響了零售通路的經營方式。觀看全球零售通路企業或個人商家，無一不積極轉型或擴增線上(網路商店)與線下(實體門市)的事業版圖，為求就是不被市場淘汰，能追隨消費者的需求，打造出企業與消費者彼此最大的利益，並作為企業未來策略規劃參考的依據。
本論文的研究目的，是探討3C零售連鎖通路Z公司，導入虛實整合模式時，消費者對於「虛實整合模式」、「商店形象」、「知覺風險」、「顧客滿意度」以及「顧客忠誠度」之間的相關性，以及對企業與消費者兩者之間的效益關係。本研究第一階段採用質性研究方法，透過與Z公司策略和行銷部門負責決策和執行的部門主管、門市銷售單位人員以及消費者，挑選出有願意接受之受訪者，以半結構式訪談法進行質化調查，以此先找出消費者針對本研究所要探討之研究目的與問題的相關對應性，以輔助驗證和建立研究架構與研究假說的合理和適切性。第二階段係採問卷調查方式，進行量化統計調查與分析研究，受測對象為數位3C連鎖通路Z公司的實體門市消費者為主，共發放出336份，剔除無效問卷39份，總計有效問卷297份，有效問卷回收率為88.4%。根據本研究目的所需，所採用分析方法分別為有效樣本結構分析、敘述性統計分析、信效度分析、驗證性因素分析、皮爾森績差相關分析、簡單迴歸分析法。
經由本研究分析實證顯示如下:
一、消費者於虛實整合模式商店所得到的資訊越滿足，則消費者知覺風險則愈低。
二、當消費者知覺虛實整合模式商店形象愈好，消費者知覺風險則愈低。
三、消費者對虛實整合模式商店的知覺風險愈低，則顧客滿意度則愈高。
四、消費者對虛實整合模式商店的滿意度愈高，則顧客忠誠度愈高。
綜合整體分析，導入虛實整合模式對於Z公司帶來之效益，為可滿足消費者於網路與實體購物上的各面相需求，並且降低了過往消費者在網路購物上可能產生之風險因素，並同時使得消費者對於Z公司門市之整體商店形象感受度更好，進而提升消費者對於Z公司的顧客滿意度和忠誠度。而對於消費者效益則為可以於網路商店上滿足資訊透明化、搜尋資訊的快速性、商品豐富性以及商品取得的便利性；同時可於實體門市提供的現場商品體驗、人員專業服務和即時的售後服務等，來降低購物時可能產生的各項風險，使得消費者在整體消費過程中更滿意和安心。

With the rise of Internet, Internet of Things (IOT), mobile devices and e-commerce, the consuming behaviors in our lives are changed a lot and also the types of retail channels are hugely affected. Viewing the global retail channels and individual business owners, they are all actively transforming and expanding their online stores and physical stores business maps for avoid being eliminated by the market, for meeting the needs of consumers, and even for the best interests of both companies and consumers to become a reference for the future strategic planning.
The objective of this study is to explore the relationships between Click-and-Mortar services, Store Image, Perceived Risk, Customers Satisfaction Degree and Customer Loyalty Degree when the company introduce and adapted the Click-and-Mortar Model. And also investigate the mutual benefits for both companies and consumers.

Keyword: Click-and-Mortar、Store Image、Perceived Risk、Customers Satisfaction Degree、Customer Loyalty Degree.

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