科技創新與系統數位化大大改變消費者對購物的傳統認知、消費行為與互動。尤其是網際網路的興起與採用移動技術解決方式帶給零售商和消費者新的機遇。現今，零售商能在網路架設商店，不受距離影響地販售產品與服務，而消費者可以透過網路商店查看商品資訊、規格、功能與價錢做出更好的購物抉擇。然而不良的在線與離線整合系統也帶來新的挑戰。由於之間還在模糊地帶，必要地採用新的方式能帶給消費者更好的購物體驗，提升零售商的利潤。全通路零售策略是一個針對市場行銷與銷售創新方式，讓消費者能夠流暢地使用一個能相互作用、整合完整系統。
儘管如此該概念相對來說仍然較新，研究人員積極致力於降低不相容性。零售商在這方面發現在實務上很難運用其策略與原則。這項研究目的是透過消除對於與全通路零售相關之概念化、轉變與整合的模糊認知並明確解釋全通路零售與移動技術和消費者行為之間的關係，從而使零售商全面地理解他們能夠如何應用全通路零售策略。本研究以蘋果公司的案例分析為背景，批判評估其影響與確認在全通路零售環境中移動技術影響消費行為。
此研究宗旨為達成四個研究目標：該研究旨在實現四個研究目標：
•探討潛在因素對消費者的影響
•評估在全通路零售中移動技術對消費者行為的影響
•回顧有關蘋果公司強調成功因素與挑戰的案例研究
•向蘋果公司提出適當的概念框架於如何改善組織策略以提供更好的購物體驗

Technological revolution and systematic digitalisation have strongly shifted traditional understanding of shopping by changing the way consumers behave and interact. In particular, the rise of internet and introduction of mobile solutions have given new opportunities for both retailers and consumers. Retailers can now create online stores to offer and sell their products and services remotely whereas consumers can make better purchase decisions by being able to access product’s information, specifications, features and prices. However, with benefits also come challenges which are reflected by poor integration of online and offline channels. Since the line between them is now blurred, a new approach is necessary to be employed in order to provide better shopping experience to consumers and boost profits to retailers. Omni-channel retail strategy is an innovative solution to marketing and sales that enables consumers to use all channels seamlessly and interchangeably with full integration and complete interaction. Nevertheless, the concept is still relatively new and researchers actively engage in eliminating its ambiguities. In this respect, retailers find it difficult to apply the strategy and its principles in practice. The aim of this study is to provide a comprehensive guidance to retailers on the application of omni-channel strategy in their businesses by eliminating ambiguities related to its conceptualisation, transition and integration as well as by bringing a solid understanding of its link to mobile technology and consumer behaviour. The study critically evaluates the effects and establishes how mobile technology affects consumer behaviour in omni-channel retail in the context of a case study analysis of Apple Inc.
The study aims to achieve four research objectives:
• to explore the underlying factors that impact consumer behaviour;

• to assess the effects of mobile technology on consumer behaviour in omni-channel retail;
• to review a case study of Apple Inc emphasising success factors and challenges;
• to propose an appropriate conceptual framework on how Apple Inc can improve their organisational strategy to provide better shopping experience.

Thesis Validation Letter i
Acknowledgments ii
摘要 iii
Abstract iv
Abbreviations v
Introduction - 1 -
Literature Review - 3 -
The Role of Omni-Channel Retail - 3 -
Conceptualisation & Categorisation - 3 -
Transition & Integration - 4 -
The Role of Consumer Behaviour - 6 -
How do consumers make purchase decisions? - 6 -
Humanistic approach - 6 -
Psychodynamic approach - 7 -
Behaviourist approach - 9 -
Cognitive approach - 10 -
Cultural approach - 11 -
The role of purchase intentions - 12 -
User-generated content - 13 -
The role of mobile technology - 14 -
Showrooming - 14 -
Webrooming - 16 -
Research Methodology - 17 -
Research design - 17 -
Rationalisation - 17 -
Data sources & analysis - 18 -
Ethical issues - 20 -
Discussion & Findings - 21 -
Background - 21 -
Success factors - 21 -
Difficulties - 23 -
Micro-environmental factors - 23 -
Macro environmental factors - 24 -
Reflection - 25 -
Implications - 26 -
Recommendations - 27 -
Conclusion - 29 -
Bibliography - 32 -

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