自古以來，「顧客態度」一直是許多行銷策略所關注的議題。然而隨著許多商家整合多條通路成為「多通路企業」，其消費者的特性也因此產生了轉變。回顧歷史文獻，有學者認為「顧客態度」必須考量到「滿意度」與「動機」的影響。然而本研究發現先前探討「顧客態度」於商家不同通路關聯性之研究，皆無考慮到此兩因素的影響。因此本研究納入消費者「滿意度」及「動機」此兩因素，並藉由理論架構來瞭解顧客態度於不同通路間之因果關係。

　　本研究之研究目的有以下幾點：一、瞭解是否能藉由「期望失驗理論」與「自我決定理論」，來深入瞭解「顧客態度」在商家不同通路的轉移過程；二、瞭解顧客的實體通路態度是否會影響到其對虛擬通路服務的「正向失驗」程度；三、瞭解何種消費者使用虛擬通路的動機型態，會改變消費者滿意度與態度間的關係。

　　本研究藉由「問卷發放」的方式來收集資料，共取得222份有效樣本，並採用「結構方程模式」來瞭解各研究變項間的因果關係。分析結果顯示（1）消費者會將同商家的不同通路視為一個整體，消費者對實體通路的態度會正向地影響其對虛擬通路服務的正向失驗程度；（2）當消費者使用虛擬通路的動機類型是屬於「認知調節動機」與「整合調節動機」時，消費者對虛擬通路的滿意度會正向地影響其對虛擬通路的態度，然而當動機類型是「外在調節動機」與「內射調節動機」時，則滿意度是不會對態度產生影響的；（3）本研究透過中介效果檢定方法，證明「虛擬通路服務正向失驗」與「自我決定動機」此兩變項，於消費者「實體通路態度」轉換為「虛擬通路態度」的過程中，的確佔有中介變數的效果，表示此兩變數的確可以協助瞭解「顧客態度」在商家不同通路的轉移過程。本研究並依據這些分析結果提出幾點有關實務上的建議，以供「多通路商家」能更瞭解多通路顧客的態度形成。

Customers’ attitude has been a critical issue in the field of consumer behavior research for a long time. As customers’ purchase behaviors change with the transformation from single channel to multichannel, we need to understand the relationships of customers’ attitude toward offline channel and toward online channel further. Comparing to the former research, this study focuses on the effects of consumers’ satisfaction and motivation, and applies these two factors to analyze the relationships.

Therefore, the purposes of this study are (1) to understand whether the relationships between customer’s attitude toward the offline channel and online channel can be furthermore explained through the perspectives of expectation disconfirmation theory and self determination theory; (2) to understand the relationship between customers’ attitude toward the offline channel and their positive disconfirmation level toward the online channel; (3) to figure out which types of motivation will change the relationships between the customers’ satisfaction and their attitude toward online channel.

Data for this research is collected with self-developed questionnaires and analyzed by structural equation modeling (SEM). The amounts of effective returning responses are 222. Results of this study show that the customers’ attitude toward the offline channel has a significant effect on customers’ positive disconfirmation level toward the online channel, and some types of customers’ motivation play as mediators between the customers’ satisfaction of online channel and attitude toward online channel. Moreover, this study finds that “expectation-disconfirmation theory” and “self determination theory” can help explaining the relationships between customers’ attitude toward the offline channel and online channel. Finally, this study provides some advices to help multichannel stores improving their efficiency.

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