在各家零售業者的全通路策略下，除如何優化App介面等基本功須紮實外，擴充功能期以發揮綜效顯為目前零售業大勢所趨。本研究以星巴克與全家會員App為例，探討會員App是否促使會員建立對品牌的忠誠度。本研究採用便利抽樣法分、紙本問卷方式取得數據，並分別蒐集星巴克有效問卷100份及全家有效問卷101份。Partial Least Squares方法分析顯示主觀規範和易用性對 App 的滿意度做出正面貢獻。分析進一步顯示App滿意度可以增加顧客對實體店的滿意度。雖然星巴克會員App滿意度可以直接正向影響顧客對Starbucks 品牌的忠誠度，這關係在全家會員App卻不存在。

Omnichannel integration is an effective strategy explored by retailers nowadays. Using Starbucks and FamilyMart as examples, this study explores how their membership Apps and the associated characteristics (such as ease of use) and their physical stores and related characteristics (such as the responsiveness of staff) jointly affect customers' brand loyalty. Convenience sampling method was adopted to gather the data from Starbucks and FamilyMart Apps’ users. The number of returns collected from the App users of Starbucks and FamilyMart were 100 and 101, respectively. The partial least squares analysis shows that social norms and ease of use contribute positively to satisfaction with App. The analysis further reveals that consumer satisfaction with the App of Starbucks positively contributes to physical store satisfaction and brand loyalty. On the other hand, although users' satisfaction with the App of Starbucks positively influences satisfaction with the physical stores, the relationship between satisfaction and brand loyalty of FamilyMart App is not significant.

Thesis Verification Letter……………………………………………………i
摘要………………………………………………………………………..ii
Abstract……………………………………………………………………iii
Chapter 1 Introduction ……………………………………………………1
Chapter 2 Literature Review and Research Model………………………….4
Section 2.1 Omnichannel…………...……………………………..4
Section 2.2 The App…………...…………………………………..4
Section 2.2.1 Social Norms and Social Community………….5
Section 2.2.2 Ease of Use..……………………………………5
Section 2.3 The Physical store..……………………………………6
Section 2.3.1 Tangible and Responsiveness…………………..6
Section 2.3.2 Value for money and Emotional………………..7
Section 2.4 Satisfaction and Loyalty………………………………8
Section 2.5 Research Model………………………………………9
Chapter 3 Research Methodology…………………………………………10
Section 3.1 Questionnaire, constructs and operational definition 10
Chapter 4 Results………………………………………………………….14
Section 4.1 Starbucks…………………………………………….14
Section 4.2 FamilyMart…………………………………………..18
Chapter 5 Discussion and Implications……………………………………26
References………………………………………………………………...28

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