電子商務的迅速發展，使得許多實體店面開始結合網路商城作為自己的多通路經營策略，然而我們發現新的商業趨勢是越來越多的電子零售商開始轉向開設傳統商店；本研究的目的即是檢驗網路與實體通路顧客的滿意度，信任和忠誠度的關係，以及網路商店走向虛實整合後對於三者的影響程度為何。

此研究進行問卷調查，研究對象為曾在同一品牌的網路與實體店面購物過之女性消費者，根據我們統計，目前Yahoo!奇摩有17間網路女性服飾品牌大賣家由網路增設實體店面經營，最終我們蒐集到156份有效問卷，研究結果顯示無論網路或實體店面，顧客對於該店家的滿意度、信任與忠誠度有密切關係，在虛實整合的經營模式下，對於顧客的態度也會有顯著的正向影響。

Although rapid expansion and development of e-commerce makes many physical stores integrate website as their business strategy, we find new commercial trend is more and more e-retailers now activity operate traditional stores. The aim of this study is to examine the relationship of satisfaction, trust and loyalty in both online and offline channels, testing the effects of convenience of Clicks and Bricks, and we also compare different brand experiences affect on satisfaction, trust and loyalty.

This research provides an overview of findings from previous studies in both online and offline environments, presents framework and build the hypothesis. Due to there is no thesis concentrates on satisfaction, trust and loyalty from online to offline, we would like to fill this gap.

We do the examinations and comparisons by questionnaire study. Our target group is female who has one of 17 apparel brands experience. Our results have significant findings and offer researchers and practicing managers alike valuable information on how online shopping experiences relate to offline shopping experiences. Moreover, we prove operating physical stores enhances customer attitude in both online and offline channel.

CHAPTER 1 INTRODUCTION 5
1.1 BACKGROUND AND MOTIVATION 5
1.2 RESEARCH OBJECTIVES 11
1.3 THESIS STRUCTURE 13
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESES 14
2.1 FEMALE APPAREL SHOPPING 14
2.2 MULTICHANNEL E-COMMERCE 17
2.3 THE EXTENSION OF SATISFACTION, TRUST AND LOYALTY FROM ONLINE TOWARDS OFFLINE STORES 22
CHAPTER 3 RESEARCH METHODOLOGY 34
3.1 RESEARCH DESIGN AND MODEL 34
3.2 RESEARCH SETTING 36
3.3 QUESTIONNAIRE DESIGN 39
3.4 DATA COLLECTION 43
3.5 DATA ANALYSIS 44
CHAPTER 4 RESULTS 47
4.1. DATA DESCRIPTION 47
4.2. RELIABILITY AND VALIDITY 48
4.3. MEASUREMENT MODELS AND HYPOTHESES TESTS 53
CHAPTER 5 DISCUSSIONS 57
CHAPTER 6 CONCLUSIONS, IMPLICATIONS AND LIMITATIONS 61
6.1. CONCLUSIONS 61
6.2. IMPLICATIONS 62
6.3. LIMITATIONS AND SUGGESTIONS FOR FURTHER RESEARCH 63
REFERENCES 66
APPENDIX 74

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