在現今全通路商業的內涵中，企業必須在跨通路間和顧客旅程階段時刻調整每個行動與決策，以創造消費者的沉浸式體驗。這考驗企業在設計全通路場境時針對所有面向訂定決策的整合能力。全通路整合品質是企業提供無縫式消費者全通路體驗的基礎，其中包含了通路服務配置、通路整合一致性以及信任品質三項構面。本研究探討全通路整合品質對消費者參與的影響，以及探討心流體驗在其中的中介作用。
研究使用線上問卷調查，並使用PLS-SEM分析528份有效樣本。研究結果顯示：1) 通路服務配置和信任品質對消費者參與有正向顯著的影響。2) 心流體驗在整合品質三項構面對消費者參與之間具有中介效果，這證實心流體驗對於全通路策略的重要性。3) 此外，研究也發現慈善信任能放大信任品質對消費者參與的影響效果。
總結而言，企業應在全通路整合品質中簡化通路的複雜度、互動時保持資訊及服務流程的一致性、同時提高所有通路的可靠度及慈善信任。這樣可以促使消費者進入心流體驗，進而促進消費者參與的程度。

In today's omnichannel business context, companies must adjust their actions and decisions across channels and customer journey stages to create an immersive consumer experience. This challenges companies' ability to integrate decisions for all aspects when designing the omnichannel environment. Omnichannel integration quality serves as the foundation for providing a seamless consumer experience across channels, encompassing channel-service configuration, channel integrated interactions, and assurance quality. This study explores the impact of omnichannel integration quality on consumer engagement and investigates the mediating role of flow experience.
The study used an online questionnaire survey and conducted PLS-SEM analysis on 528 valid samples. The results showed that: 1) Channel-service configuration and assurance quality have a significant positive impact on consumer engagement. 2) Flow experience has a mediating effect between the three dimensions of integration quality and consumer engagement, confirming the importance of flow experience in omnichannel strategies. 3) Additionally, the study found that benevolence trust amplifies the impact of assurance quality on consumer engagement.
In conclusion, companies should simplify the complexity of channels, maintain consistency in information and services throughout the customer interaction process, and enhance the reliability and benevolence trust of all channels in omnichannel integration quality. This can encourage consumers to enter a state of flow experience and promote their level of engagement.

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