隨著科技發展愈來愈蓬勃，消費者選擇消費之通路也逐漸完善，從傳統的實體店面到線上網站，許多公司考量到市場需求及發展，於是「全通路」出現在大眾的視野之中。過往對於全通路研究，多半以購買意願、消費意圖進行消費者方面之探討，由於目前現有之研究，針對全通路與消費者之間的探討僅有少數，故本研究針對全通路發展特色與消費者滿意度進行探討，以創新擴散理論進行模型建構，透過問卷調查方式收集268份有效問卷全通路特色發展透過全通路之消費體驗對於消費者滿意度影響，進行資料分析以論證研究假設。在研究貢獻上，透過創新擴散理論進行模型設計，提出以全通路消費體驗為中介角色對於全通路特色與全通路消費者滿意度之框架；而在實務理論上，可針對商家欲了解消費者滿意度，進行提升，提供給予店家對於全通路消費者滿意之發展建議。

With the development of technology becoming more and more vigorous, the channels for consumers to choose consumption have gradually improved. From traditional physical stores to online websites, many companies have considered market demand and development, so "Omnichannel" have appeared in the people’s insight.
In the past, most of the research on omni-channel is based on purchase intention and consumption intention to discuss consumers. As the current research, there are only a few discussions between omni-channel and consumers. Therefore, this study focuses on the development characteristics and consumption of omni-channel.
To discuss consumer satisfaction, build a model based on innovation diffusion theory, collecting 268 valid questionnaires through questionnaires, and conducting data analysis to demonstrate the research hypothesis. In terms of research contribution, through the model design of innovation diffusion theory, it proposes a framework for omni-channel characteristics and omni-channel consumer satisfaction with omni-channel consumption experience as an intermediary role. To improve the level, and to provide development suggestions for store owners to satisfy all-channel consumers.

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