現今的精品市場正在經歷一場競爭激烈的趨勢，而企業普遍面臨品牌同質
性過高的困境。建立優質的客戶體驗在目前的零售環境似乎變成一個保持競爭優
勢的重要目標及值得探討之相關議題，激發了本研究動機。另對於品牌關係之研
究則尚付闕如，故本研究將探討曾經購買過精品包之消費者的忠誠度因素、品牌
認知經驗和零售經驗者之間的差異性。本研究個案採取200 人的問卷樣本，而其
受訪者個人需有親身購買精品品牌經驗。所有受訪者的樣本資料分析是用描述性
統計，再運用驗證性因素分析（CFA），進一步分析評估內部一致性。此外，結
構方程模型（SEM）是用來觀察結構之間的關係以及測試假設。本研究結果發現
品牌經驗和零售經驗之間的差異性，而建議利用此經驗成功有效地影響顧客的正
向情緒在一個精品品牌上。顧客之期望滿足程度產生其滿意度，這反而加強其未
來再次購買意之願意。因此，在品牌發展戰略上，無論是品牌體驗或是零售體驗
都擁有精品公司獲利的主要關鍵價值的貢獻與回饋，並協助實現了互惠互利的承
諾，期為品牌贏得優勢。

Nowadays, the luxury market is experiencing an intensive competition trend.
Business is hard to survive from distinguish itself from other brands. Creating superior
customer experience seems to be one of the vital objectives to remain competitive
advantage in current retailing environments. This study was designed to investigate
differences between levels of loyalty, perceived brand experience and retail experience,
among shoppers from a luxury brand. Data for this study were collected from a
convenience sample of 200 participants who were selected with personally experienced
of a luxury brand. Descriptive statistics were compiled on data for all respondents. Data
were analyzed by confirmatory factor analysis (CFA) to further assess the reliability of
the scale. In addition, structural equation modeling (SEM) was employed to observe
the relationships among the constructs and to test the remaining hypotheses. Results of
the study demonstrated differences among brand and retail experience that suggested as
drivers to afford experience to customer that successfully effectively affacting
customer’s emotion positively towards a significant luxury brand. Furthermore, the
degree of expectation fulfillments generates satisfaction which, in turn intensifies
intentions toward repatronage decision in the future. Therefore, both brand experience
and retail experience embrace valuable feedback and feedforward to brand development
strategies and assist in achieving a mutually beneficial commitment for the brand to
gain the edge.

Acknowledgement ............................................................................................................ i
Abstract ........................................................................................................................... ii
摘要 ................................................................................................................................ iii
Table of Contents ........................................................................................................... iv
List of Figures and Tables ............................................................................................ vi
Chapter 1 Introduction ................................................................................................ 1
1.1 Research Background and Motives ...................................................................... 1
1.2 Research Questions ............................................................................................... 4
Chapter 2 Literature Review ....................................................................................... 6
2.1 Luxury Brand ........................................................................................................ 6
2.2 Brand Experience .................................................................................................. 8
2.3 Retail Experience ................................................................................................ 12
2.3.1 Store Design Cues ........................................................................................ 13
2.3.2 Store Social (Employee) Cues ..................................................................... 13
2.3.3 Store Ambient (Music) Cues ........................................................................ 14
2.4 Consumer Satisfaction ........................................................................................ 15
2.5 Brand Loyalty ..................................................................................................... 18
Chapter 3 Hypotheses and Methodology ................................................................. 20
3.1 Hypothesized Model ........................................................................................... 20
3.1.1 Brand Experience and Satisfaction .............................................................. 21
3.1.2 Retail Experience and Satisfaction............................................................... 23
3.1.3 Satisfaction and Loyalty ............................................................................... 24
3.2 Methodology ....................................................................................................... 26
3.2.1 Sample and Data Collection ......................................................................... 26
3.2.2 Measures ...................................................................................................... 27
Chapter 4 Results ....................................................................................................... 33
4.1 Measurement Model ........................................................................................... 33
4.2 Hypothesis Testing .............................................................................................. 39
v
Chapter 5 Conclusion ................................................................................................. 41
5.1 Discussion on Results ......................................................................................... 41
5.2 Study Limitations and Future Research .............................................................. 44
References ..................................................................................................................... 48

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