近年來，隨著行動裝置及網際網路的便利性，消費者的購物模式也有所改變。以往消費者都需要至實體店面購物，如今可以在網站，甚至使用品牌應用程式(App)，多元的通路供消費者選擇，如何讓消費者在各通路享有一致體驗，為目前業者所重視的議題。因此，通路整合勢必為市場發展的趨勢。本研究將針對品牌App，探討通路整合品質，是否為影響消費者在對產品或服務選擇過程及搜尋產品資訊之滿意程度的關鍵因素，並影響持續使用品牌App之意願。另外，當品牌形象與自我形象一致性程度越高，通常消費者對於品牌會有正向態度，也會提升品牌好感度。因此，本研究將加入自我品牌形象一致性作為調節變數，探討其對決策滿意度與持續使用意圖之間是否具正向之調節作用。本研究採用網路問卷收集有效問卷450份，並運用SPSS與AMOS分析。研究結果顯示，通路整合之品質確實顯著影響消費者之決策滿意度，且會進一步影響其持續使用意圖；而自我品牌形象一致性對決策滿意度與持續使用意圖之間不具調節效果。

In recent years, with the convenience of mobile devices and the Internet, consumer shopping patterns have also changed. In the past, consumers needed to shop at physical stores, and now they can use websites or even branded apps. Diverse channels for consumers to choose, how consumers can enjoy a consistent experience cross all channels, is a major concern for all current industries. Therefore, channel integration is bound to be the trend of market development. This study will explore the quality of channel integration for branded apps, and whether it is a key factor to affect consumer satisfaction with product or service selection processes, search for product information, and affect the willingness to continue to use branded apps. In addition, when the consistency of brand image and self-image is higher, consumers usually have a positive attitude towards the brand. Therefore, this study will add self-brand image consistency as a regulatory variable to explore whether it has a positive adjustment effect between decision satisfaction and continuance intention. In this study, 450 questionnaires were collected using an online questionnaire. SPSS and AMOS were used for data analysis. The results of the study show that the quality of channel integration does significantly affect consumer decision satisfaction and will further affect continuance intention. Self-brand image consistency has no moderating effect between decision satisfaction and continuance intention.

第一章　緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第三節 預期之研究貢獻 4
第四節 論文架構 5
第二章　文獻探討 6
第一節 通路整合品質 6
第二節 決策滿意度 9
第三節 持續使用意圖 11
第四節 自我品牌形象一致性 13
第三章　研究方法 16
第一節　研究架構 16
第二節　研究假說 17
第三節　研究變數與衡量 21
第四節　研究對象與問卷收集方法 23
第四章 實證分析與討論 24
第一節 基本資料之分析 24
第二節 信度分析 26
第三節 效度分析 27
第四節 敘述性統計分析 34
第五節 結構方程模式分析 35
第六節 事後分析 43
第五章 結論與建議 45
第一節 研究意涵 45
第二節 管理意涵 48
第三節 研究限制與建議 50
參考文獻 51
中文部份 51
英文部分 51


圖目錄
圖1-4-1　論文架構 5
圖3-1-1　研究架構圖 16
圖4-5-1  結構方程模式之路徑係數 41


表目錄
表4-1-1  個人之基本資料 25
表4-2-1  各構面之信度分析 26
表4-3-1  通路選擇廣度之驗證性因素分析 28
表4-3-2  通路服務透明度之驗證性因素分析 28
表4-3-3  內容一致性之驗證性因素分析 29
表4-3-4  流程一致性之驗證性因素分析 29
表4-3-5  決策滿意度之驗證性因素分析 30
表4-3-6  持續使用意圖之驗證性因素分析 30
表4-3-7  自我品牌形象一致性之驗證性因素分析 31
表4-3-8  構面間之相關係數及區別效度分析 33
表4-4-1  敘述性統計量 34
表4-5-1  結構方程模式之衡量分析結果 36
表4-5-2  結構方程模式之適配度指標 39
表4-5-3  各個假說之假設結果 41
表4-5-4  檢定自我品牌形象一致性之調節效果 42
表4-6-1  拔靴法之中介效果檢定表 44

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