隨著技術進步，零售商也能夠為消費者提供更多元化的消費渠道，消費者在購物的時候能夠有更多渠道的選擇。研究指出，多通路消費者比單種通路消費者更能為零售商帶來利潤，而總體的銷售量也是多通路的消費者較多。但比起多通路，全通路消費者又更能為零售商帶來利潤，所以可以預見的，零售業將往全通路的環境發展。
為了幫助零售商打造更好的全通路渠道設計，我們研究了過往許多關於多通路和全通路的文獻，發現很少有文獻全面呈現全通路的特徵，所以我們回顧了過去的相關文獻並總結出了全通路的四個特徵，他們是渠道的一致性，顧客導向性，易轉換性，和互動性。為了提供給零售商建議，我們希望知道這四個特性對於顧客保留會不會產生影響？如果影響存在的話，會不會因為產品類別而改變？為了得到答案，我們將產品類別當作我們這一次研究的干擾變數，來測試他是如何影響這四個特徵對顧客保留的關係的。
結果顯示，全通路的四個特性對於顧客保留都會產生正面影響，而一致性的影響最為明顯，這可能會是零售商要改變的首要目標。在產品為功能品時，一致性和易轉換性對顧客保留的影響較為顯著，而在顧客導向性和互動性在產品類別不同時對顧客保留的影響沒有太多明顯的區別。這些研究結果建議，若是販售功能品的零售商可能需要特別重視渠道的一致性和易轉換性來有效提高顧客保留。

As technology advances, retailers are able to offer consumers more diverse consumer channels, consumers have more choices when shopping. Research has pointed out that multi-channel customers can make more profit and bring more purchases to the retailer thane single-channel customers. But compared to multi-channel, consumers of omni-channel are more profitable for manufacturers, so it is foreseeable that the retail industry will develop into a full-channel environment.
In order to help retailers to create better omni-channel design, we have studied many previous literatures on multi-channel and omni-channel, and we found that the characteristics of the omni-channel mentioned in the paper are very scattered. There is no literature to sort out the characteristics of the omni-channel at one time. Therefore, we have compiled a large number of documents and summarized the four characteristics of the omni-channel, which are consistency, customer orientation, accessibility, and interaction. To provide advices to retailers, we want to know would these four features affect the customer retention? If the impact exists, would it change because of different product types? To get the answer, we take the product type as our moderator to explore how product type would affect the relationship between these four features and customer retention.
Through data analysis, we found that the four features have a positive influence on customer retention, and the influence of consistency is the most obvious, which will be the primary goal of retailers to improve. Consistency and accessibility will have a greater influence on customer retention when the product is utilitarian products, while the influence of customer orientation and interaction on customer retention is not much different when the product type is different. This also means that retailers who sell utilitarian products can effectively increase customer retention when they pay special attention to consistency and accessibility.

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