零售業的經營模式不斷在改變，從一開始的單一通路，到後來變成多通路經營，直到現在演變成全通路的模式。消費者不再只是單純的購物，每一次的購物經驗都成為經營者的重要資訊，除了注重產品本身的品質之外，通路的經營方式、所提供的服務，都是留住消費者非常重要的關鍵。由於虛實整合的概念興起，企業除了將實體通路做好更加全面的規劃之外，也開始著重於線上通路的發展，提升與消費者接觸的機會。

零售業的範疇極為廣泛，本研究著重於量販店和超市作為研究的主軸，透過消費者在實體和線上通路的消費經驗。透過研究通路的整合程度對於消費者之推薦意願和再購意願之影響程度，並以認知體驗和情感體驗作為中介變數，來探討其影響。本研究本研究總共回收樣本問卷為 155 份，有效問卷共141份，調查時間從111年5月10日到 110年6月6日止。本研究的分析方法共分成三部分：(1)樣本的基本分析；(2) 研究變數測量的信度與效度分析；(3)研究假說檢定的SEM路徑係數估計。

而本研究的結果顯示，在量販店與超市之實體與線上通路當中，消費者的情感體驗對其再購意願和推薦意願的影響程度大於其認知體驗所帶來的；而在通路裡所提供的服務整合程度為最有效提高其消費者的情感體驗，而產品的整合程度對於消費者的體驗則較無顯著影響。綜合所述，通路若只是單純地提供完整的產品資訊、優惠消息，對消費者而言可能已變基本要求，對於提升正向體驗較無效果。因此，若要提高消費者的推薦意願和再購意願，必須要有更完善且良好的服務內容，提升消費者的情感體驗，才能真的有效提升全通路零售之影響。

The business model of the retail industry is constantly changing, from a single channel at the beginning to a multi-channel operation, until now it has evolved into an omni-channel model. In addition to the quality of the products, the way the channels operate and the services they provide are the key to retaining consumers. Due to the rise of the concept of virtual-real integration, enterprises not only need to plan their offline channels more comprehensively, but also begin to focus on the development of online channels to enhance the opportunities for contact with consumers.

The retail industry include broadly, this study focused on the main topic of the research on merchandises and supermarkets, through consumers' consumption experiences in both offline and online channels. The study examined the impact of channel integration on consumers' intention of recommend and repurchase, using cognitive and emotional experience as mediating variables. The total number of questionnaires collected in this study was 155, and 141 valid questionnaires were collected from May 10, 111 to June 6, 110. The analysis method of this study was divided into three parts: (1) basic analysis of the sample; (2) reliability and validity analysis of the study variables; and (3) estimation of SEM path coefficients for hypothesis validation.

The results of this study showed that among the offline and online channels of merchandises and supermarkets, consumers' emotional experience had a greater impact on their intention of repurchase and recommendation than their cognitive experience; and the level of integration of services provided in the channels was the most effective in enhancing consumers' emotional experience, while the level of integration of products had no significant impact on consumers' experience. To sum up, if the channel simply provides product information comprehensively and special discounts, it may have become a basic requirement for consumers and is less effective in enhancing positive experience. Therefore, in order to increase consumers' intention of recommend and repurchase, it is necessary to have more complete and good service contents to enhance consumers' emotional experience in order to really improve the impact of omni-channel retailing effectively.

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