數位化時代使得通路的型態越發多樣，各產業採行線上通路儼然為大勢所趨，消費者能夠透過不同裝置與方式和企業多方互動，新冠疫情的爆發亦使得線上通路的使用更加普遍。此外，由於消費者對於追求流行的需求，造成快時尚零售服飾產業的興起，網際網路與其技術的應用，加速產業的發展。由於服飾具有非數位化屬性的不確定因素，整合不同通路能夠貼合由此而生的各種消費者需求，本研究以快時尚平價零售服飾品牌UNIQLO作為研究對象，針對相關國內外文獻進行探討，探究全通路之企業整合零售通路之科技能力對於消費者滿意度之影響，並以知覺價值作為調節效果，建立架構與假設。參考國內外研究設計問卷，並透過網路發放線上問卷，共計回收503份有效問卷，並使用SPSS 17與SPSS AMOS統計軟體進行敘述性統計分析、因素分析與信效度檢定、迴歸分析與調節效果之分析驗證。
本研究結果顯示全通路之「促銷整合」、「產品與價格資訊管理之整合」、「訂單履行之整合」與「顧客服務之整合」四個構面皆對消費者滿意度具有正向顯著相關，而「交易資訊管理之整合」構面對於消費者滿意度不具有正向顯著影響。而「功能價值之貨幣價格」與「社會價值」分別對於「促銷整合」與「消費者滿意度」之間存在調節效果；「社會價值」對於「產品與價格資訊管理之整合」與「消費者滿意度」之間存在調節效果；「社會價值」對於「訂單履行之整合」之間存在調節效果；「功能價值之貨幣價格」、「情感價值」與「社會價值」分別對於「顧客服務之整合」與「消費者滿意度」之間存在調節效果。本研究透過以上結果進行分析探討，並提供UNIQLO未來全通路整合之發展建議，以及針對未來快時尚平價零售服飾領域之全通路整合相關的研究發展建議與方向。

The Digital Economy has made the types of channels more and more diverse. The adoption of online channels in various industries seems to be the general trend. Consumers can interact with enterprises through different devices and channels. The outbreak of COVID-19 pandemic has made the application of online channels more common. In addition, due to consumers' pursuit of fashion, the fast fashion retail apparel industry has risen, and the application of the Internet and its technology has accelerated the development of the industry. The integration between different channels can meet the various needs of consumers due to the uncertainty about nondigital attributes of clothing. As a result, the study investigates the impact of omni-channel enterprises integrating the technological capabilities of retail channels on consumer satisfaction, and uses perceived value as the moderating effect to establish the framework and assumptions. The questionnaire was designed in reference to relevant research, and a total of 503 valid questionnaires was collected by the online questionnaire distributed through the Internet. And the questionnaires were conducted descriptive statistical analysis, factor analysis, reliability and validity testing, regression analysis and moderating effect with SPSS 17 and SPSS AMOS.
The results of this study show that the four aspects of omni-channel integration, "integrated promotion (IP)", "integrated product and pricing information management (IPPIM)", "integrated order fulfillment (IOF)" and "integrated customer service (ICS)" have significantly positive effect on consumer satisfaction, while "Integrated transaction information management (ITIM)" aspect has no significant effect on "consumer satisfaction (CS)". And "functional value (value for money)" and "social value" has moderating effects on "IP" and "CS" respectively; "social value" has moderating effect between "IPPIM" and "CS"; "social value" has moderating effect between "IOF" and "CS"; "functional value (value for money)", "emotional value" and "social value" have moderating effects on "ICS" and "CS" respectively. This study analyzes the above results, and provides suggestions for the development of omni-channel integration of UNIQLO, as well as research suggestions and directions for future omni-channel integration in the field of fast fashion and retail apparel.

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臺灣調查網編輯部，臺灣調查網 - 趨勢民調(2022/09/05)，取自：
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