新冠肺炎疫情重創全球經濟，至今仍影響著人們的生活。根據EY Future Consumer Index Cycle 6於2021年發表的How a year of pandemic changed consumers 中表示未來38%的消費者更傾向於線上購物而對於實體店面的留戀主要因為可以享受良好的顧客體驗。除此之外，EY Future Consumer Index Cycle也表示那些可以將供應鏈轉變為直接對消費者的通路的零售商及品牌將會持續有市場優勢(Gramling, 2021)。此外根據McKinsey & Company 於2020年的調查Covid-19 US Consumer Pulse Survey中也可發現73%的美國人在疫情後開始嘗試新的購物行為。由上述可知，疫情後消費者對於各通路的定位正在改變且零售商及品牌若能直接且精準的接觸消費者將成為一大優勢。

本研究參考全通路強度模型去直接探討其對顧客線上及線下的滿意度影響，針對曾經在台灣透過線上及線下購買美妝保養品且因台灣美妝保養品牌大多只提供化妝品及保養品兩種商品種類因此品項專注於化妝品及保養品兩大類的消費者進行網路問卷調查，共計回收256份有效問卷，並透過線性回歸分析其結果。結果顯示全通路的強度會正向影響線上顧客滿意及線下顧客滿意。

透過研究結果期望能給予國內美妝保養品零售商尤其台灣中小型品牌在發展全通路策略提供方針及建議，以及對學術界後續研究作部份貢獻。

Covid-19 has hardly hit the global economy and is still affecting people’s life. According to How a year of pandemic changed consumers published by EY Future Consumer Index Cycle 6 in 2021, 38% of consumers will prefer online shopping in the future, and their nostalgia towards physical stores is mainly because they can enjoy a good customer experience. In addition, according to the 2020 Covid-19 US Consumer Pulse Survey published by McKinsey & Company, 73% of Americans have demonstrated a new shopping behavior. From the above, it can be seen after the pandemic, consumers' positioning of various channels is changing, and it will be a major advantage for retailers and brands to contact with consumers directly and accurately.

This study refers to the omni-channel intensity model to directly explore how it impacts online customer’s satisfaction and offline customer’s satisfaction. To give a better result to Taiwanese brands, this study will only focus on beauty and skin care products. The respondents will be those that had the experience buying cosmetics and skin care products both online and offline in Taiwan. In this kind of condition 256 acceptable responds were collected and the results were analyzed through linear regression. The results showed that omnichannel intensity will positively affect online and offline customer satisfaction.

The research results are expected to provide Domestic cosmetics and skin care brands a strategy and recommendation while developing omni-channel, as well as reference for follow-up research in academia.

Anderson, R., & Karunamoorthy, S. (2003). E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, 20, 123-138. doi:10.1002/mar.10063

Anjana, S. (2018). A study on factors influencing cosmetic buying behavior of consumers. International Journal of Pure and Applied Mathematics, 118(9), 453-459.

Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178. doi:https://doi.org/10.1016/j.jretconser.2015.08.001

Bell, D., Gallino, S., & Moreno, A. (2017). Offline Showrooms in Omni-Channel Retail: Demand and Operational Benefits. Management Science, 64. doi:10.1287/mnsc.2016.2684

Bolton, R. N., & Drew, J. H. (1991). A Multistage Model of Customers' Assessments of Service Quality and Value. Journal of Consumer Research, 17(4), 375-384. doi:10.1086/208564

Christoforou, T., & Melanthiou, Y. (2019). The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty. In (pp. 239-260).

Chu, K.-M. (2021). Measuring Customer Service Experience in Offline and Online Retail Environments.

Dziuban, C. D., & Shirkey, E. C. (1974). When is a correlation matrix appropriate for factor analysis? Some decision rules. Psychological Bulletin, 81, 358-361.

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. In: Sage Publications Sage CA: Los Angeles, CA.

Frith, K. (2014). Globalizing Beauty: A Cultural History of the Beauty Industry.

Gim, G. (2014). Evaluating factors influencing consumer satisfaction towards online shopping in Viet Nam. Journal of Emerging Trends in Computing and Information Sciences, 5(1).

Gramling, K. (2021). How a year of pandemic changed consumers. Retrieved from https://www.ey.com/en_us/consumer-products-retail/future-consumer-index-cycle-6-how-a-year-of-pandemic-changed-consumers

Hsu, S.-H. (2008). Developing an index for online customer satisfaction: Adaptation of American Customer Satisfaction Index. Expert Systems with Applications, 34, 3033-3042. doi:10.1016/j.eswa.2007.06.036

Hult, G. T. M., Sharma, P., Morgeson, F., & Zhang, Y. (2018). Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases? Journal of Retailing, 95. doi:10.1016/j.jretai.2018.10.003

Huré, E., Picot-Coupey, K., & Ackermann, C.-L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39, 314-330.

Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity: Pearson Harlow.

Khalifa, M., & Liu, V. (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792.

Loreal. (2021). 2020 Annual Results. Retrieved from https://www.loreal-finance.com/eng/news-release/2020-annual-results

Lu, P. H., & Lukoma, I. (2011). Customer Satisfaction towards Retailers: ICA, ICA NÄRA and COOP FORUM. In.

Ma, Y., & Yang, S. (2018). An Empirical Study of Female E-shopper's Satisfaction with Cosmetic Products in China. International Journal of Business and Management, 13, 211-219. doi:10.5539/ijbm.v13n3p211

McQuitty, S., Finn, A., & Wiley, J. (2000). Systematically varying consumer satisfaction and its implications for product choice. Academy of Marketing Science Review.

Melero, I., Sese, F. J., & Verhoef, P. (2016). Recasting the Customer Experience in Today’s Omni-channel Environment. Universia Business Review, 2016, 18-37. doi:10.3232/UBR.2016.V13.N2.01

Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders, 97-146.

Picot-Coupey, K., Huré, E., & piveteau, l. (2016). Channel design to enrich customers’ shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective – the Direct Optic case. International Journal of Retail & Distribution Management, 44. doi:10.1108/IJRDM-04-2015-0056

Reichheld, F., & Schefter, P. (2000). E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78.

Sohel, R., Osman, A., & Islam, M. A. (2015). Customer Satisfaction of Retail Chain Stores: Evidence from Bangladesh. International Business Management, 9, 35-40. doi:10.3923/ibm.2015.35.40

Tandon, u., Kiran, R., & Sah, A. (2017). Analyzing customer satisfaction: users perspective towards online shopping. Nankai Business Review International, 8, 00-00. doi:10.1108/NBRI-04-2016-0012

Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178. doi:https://doi.org/10.1016/0022-4359(94)90013-2

VO, N. T., Chovancová, M., & Tri, H. T. (2020). The impact of E-service quality on the customer satisfaction and consumer engagement behaviors toward luxury hotels. Journal of Quality Assurance in Hospitality & Tourism, 21(5), 499-523.

Westbrook, R. A., & Oliver, R. L. (1981). Developing better measures of consumer satisfaction: some preliminary results. ACR North American Advances.

Anderson, R., & Karunamoorthy, S. (2003). E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, 20, 123-138. doi:10.1002/mar.10063

Anjana, S. (2018). A study on factors influencing cosmetic buying behavior of consumers. International Journal of Pure and Applied Mathematics, 118(9), 453-459.

Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178. doi:https://doi.org/10.1016/j.jretconser.2015.08.001

Bell, D., Gallino, S., & Moreno, A. (2017). Offline Showrooms in Omni-Channel Retail: Demand and Operational Benefits. Management Science, 64. doi:10.1287/mnsc.2016.2684

Bolton, R. N., & Drew, J. H. (1991). A Multistage Model of Customers' Assessments of Service Quality and Value. Journal of Consumer Research, 17(4), 375-384. doi:10.1086/208564

Christoforou, T., & Melanthiou, Y. (2019). The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty. In (pp. 239-260).

Chu, K.-M. (2021). Measuring Customer Service Experience in Offline and Online Retail Environments.

Dziuban, C. D., & Shirkey, E. C. (1974). When is a correlation matrix appropriate for factor analysis? Some decision rules. Psychological Bulletin, 81, 358-361.

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. In: Sage Publications Sage CA: Los Angeles, CA.

Frith, K. (2014). Globalizing Beauty: A Cultural History of the Beauty Industry.

Gim, G. (2014). Evaluating factors influencing consumer satisfaction towards online shopping in Viet Nam. Journal of Emerging Trends in Computing and Information Sciences, 5(1).

Gramling, K. (2021). How a year of pandemic changed consumers. Retrieved from https://www.ey.com/en_us/consumer-products-retail/future-consumer-index-cycle-6-how-a-year-of-pandemic-changed-consumers

Hsu, S.-H. (2008). Developing an index for online customer satisfaction: Adaptation of American Customer Satisfaction Index. Expert Systems with Applications, 34, 3033-3042. doi:10.1016/j.eswa.2007.06.036

Hult, G. T. M., Sharma, P., Morgeson, F., & Zhang, Y. (2018). Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases? Journal of Retailing, 95. doi:10.1016/j.jretai.2018.10.003

Huré, E., Picot-Coupey, K., & Ackermann, C.-L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39, 314-330.

Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity: Pearson Harlow.

Khalifa, M., & Liu, V. (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792.

Loreal. (2021). 2020 Annual Results. Retrieved from https://www.loreal-finance.com/eng/news-release/2020-annual-results

Lu, P. H., & Lukoma, I. (2011). Customer Satisfaction towards Retailers: ICA, ICA NÄRA and COOP FORUM. In.

Ma, Y., & Yang, S. (2018). An Empirical Study of Female E-shopper's Satisfaction with Cosmetic Products in China. International Journal of Business and Management, 13, 211-219. doi:10.5539/ijbm.v13n3p211

McQuitty, S., Finn, A., & Wiley, J. (2000). Systematically varying consumer satisfaction and its implications for product choice. Academy of Marketing Science Review.

Melero, I., Sese, F. J., & Verhoef, P. (2016). Recasting the Customer Experience in Today’s Omni-channel Environment. Universia Business Review, 2016, 18-37. doi:10.3232/UBR.2016.V13.N2.01

Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders, 97-146.

Picot-Coupey, K., Huré, E., & piveteau, l. (2016). Channel design to enrich customers’ shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective – the Direct Optic case. International Journal of Retail & Distribution Management, 44. doi:10.1108/IJRDM-04-2015-0056

Reichheld, F., & Schefter, P. (2000). E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78.

Sohel, R., Osman, A., & Islam, M. A. (2015). Customer Satisfaction of Retail Chain Stores: Evidence from Bangladesh. International Business Management, 9, 35-40. doi:10.3923/ibm.2015.35.40

Tandon, u., Kiran, R., & Sah, A. (2017). Analyzing customer satisfaction: users perspective towards online shopping. Nankai Business Review International, 8, 00-00. doi:10.1108/NBRI-04-2016-0012

Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178. doi:https://doi.org/10.1016/0022-4359(94)90013-2

VO, N. T., Chovancová, M., & Tri, H. T. (2020). The impact of E-service quality on the customer satisfaction and consumer engagement behaviors toward luxury hotels. Journal of Quality Assurance in Hospitality & Tourism, 21(5), 499-523.

Westbrook, R. A., & Oliver, R. L. (1981). Developing better measures of consumer satisfaction: some preliminary results. ACR North American Advances.

中文文獻
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