近年來許多超級市場業者除了經營傳統的實體通路，更加入虛擬通路，提供消費者更方便的購物管道，同時透過社群媒體讓消費者參與，拉近之間的距離及服務創新等手法，吸引消費者的注意，藉機獲取其對於品牌的信任與認同，影響消費者的購買意願。本研究透過刺激反應模型(Stimulus-Organism-Response model)探討某超級市場所提供的經營策略(虛擬通路、實體通路、社群參與及服務創新)對消費者之品牌認同、品牌信任及購買意願的影響。問卷編製完成後， 以該超級市場的消費者為研究對象，採網路問卷方式施測，本研究共收回 349 份問卷，經篩選過後共計 304 份有效問卷，有效問卷為 87%，並以 SPSS 21.0 及 Smart PLS 2.0 軟體進行分析。 研究發現以下結果：1.實體通路、社群參與對品牌認同有正向顯著影響；2. 實體通路、服務創新對品牌信任有正向顯著影響；3.品牌認同、品牌信任對購買意願有正向顯著影響。依據研究結果，本研究提出研究結論與建議，作為日後超級市場業者參考之依據。

In recent years, besides operating physical channels, many supermarket operators have added virtual channels to provide consumers with more convenient shopping channels. They let consumers take social media to close their same goal, and through service innovation and other methods to attract consumers’ attention. They gain the trust and recognition of the brand and affect consumers’ purchase intentions and the ability to make informed decisions. This research aims to explore the virtual channels, physical channels, community participation, service innovation, brand recognition, and brand trust on purchase intention through the Stimulus-Organism-Response model. After the completion of the questionnaire, Consumers who used to spend in XX supermarket as a research object, and the online questionnaire is tested by a convenient sampling method；Total issued 349 questionnaires, and 304 valid questionnaires returned. The effective return rate was 87%. Data was analyzed by using SPSS 21.0 and Smart PLS 2.0 software. The study found the following results: 1. physical channels and community involvement have a positive and significant impact on brand identity; 2. physical channels and service innovation have a positive and significant impact on brand trust; 3. brand identity and brand trust have a positive and significant impact on purchase intention. Based on the research results, this study proposes recommendations as a reference for future supermarkets.