21世紀的消費環境已經逐漸轉型到體驗經濟的時代，消費者由重視商品的性能與效益，轉而為追求能創造美好回憶之商品，並從理性的決策行為轉向理性與情感並重的消費者行為，而吸引消費者的除了產品或服務，更尋求一種難忘的消費體驗。因此Schmitt(1999)提出五大策略體驗模組，即感官、情感、思考、行動及關聯行銷，以為顧客創造整體體驗，並指出體驗行銷的概念運用在實務界已經成為一種趨勢。
本研究以星巴克咖啡為研究範圍，主要的研究目的在於檢視體驗行銷的有效性，並探討體驗行銷對顧客忠誠度之影響，再分別納入涉入程度、生活型態以及視覺商品美感中心性為調節變項，檢視體驗行銷與顧客忠誠度之關係，以為企業找出最有效的調節變數，並發展行銷策略、建立競爭優勢。
本研究以問卷調查法，針對近期曾在星巴克咖啡消費之消費者進行實證調查，共計發放577份問卷，回收有效樣本532份，將問卷所得資料以敘述性統計分析、信度分析、因素分析、集群分析、複迴歸分析及單因子變異數分析等方法，以驗證本研究之假設，得到下列結果：
一、消費者整體體驗評價越高，其忠誠度越高；其中又以消費者的感官體驗、思考體驗、行動體驗及關聯體驗對顧客忠誠度有正向影響。
二、不同涉入程度之消費者，其忠誠度之差異會因對體驗評價不同而有所改變。
三、不同視覺商品美感中心性之消費者，其忠誠度之差異不會因對體驗評價不同而有所改變。
四、不同生活型態集群之消費者，其忠誠度之差異不會因對體驗評價不同而有所改變。
五、消費者會因其生活型態不同，而有不同的視覺商品美感中心性。

The consuming environment in the 21st century has transformed itno a stage of experience economy, consumers pursue the products which can create wonderful memories more than the ones with high quality and efficiency. Also, their consuming behaviors transform from being ration-dominated to being ration-and-emotion-mutually dominated; further, consumers are fascinated with not only products or services but also the unforgettable consuming experiences. In this way, Schmitt(1999) proposed strategic experiential modules（SEMs）—sense, feel, think, act and relate marketing to create the integral experiences for customers, and even stated that the employment of the concepts of experiential marketing has turned out to be a fashion in practice.
This study adopted Starbucks to be the analyzing target. The main purpose is to examine the effectiveness of experiential marketing and to discuss the impacts of experiential marketing on customer loyalty; then the study added involvement, consumers’ life styles, and centrality of visual product aesthetics to be the moderate variables, to examine the relation between experiential marketing and consumer loyalty. Based on these analyzing results, the companies can find out the most effective moderate variables to develop the marketing strategies, and even to build up the competitive advantage.
This study put emphasis on those who consume in Starbucks recently, to implement the empirical investigation through the questionaire method, distributing 577 samples while the valid ones got 532 in total. This study analyzed the collected data through descriptive statisitic analysis, reliability analysis, factor analysis, cluster analysis, multiple regression analysis, one-way ANOVA and so on, to verify the hypothses of this study and to come out these results as follow.
1.The higher the consumers’ integral experiential evaluations are, the higher the customer loyalty is; the consumers’sense experiences, think experiences, act experiences and relate experiences even have positive influences on customer loyalty.
2.For consumers being with diverse levels of involvement, the consumer loyalty alters with their experiential evaluations.
3.For consumers being with diverse centrality of visual product aesthetics, the consumer loyalty fails to alter with their experiential evaluations.
4.For consumers being with diverse life styles, the consumer loyalty fails to alter with their experiential evaluations.
5.Consumers who have different life styles will own divergent centrality of visual product aesthetics.

致謝………………………………………………………… I
中文摘要…………………………………………………… II
英文摘要……………………………………………………III
目錄…………………………………………………………V
表目錄 …………………………………………………… VII
圖目錄 …………………………………………………… IX
第一章 緒論………………………………………………01
第一節 研究背景與動機…………………………………01
第二節 研究目的…………………………………………03
第三節 研究範圍及對象…………………………………04
第四節 研究流程…………………………………………08
第二章 文獻探討…………………………………………09
第一節 體驗行銷…………………………………………09
第二節 產品涉入程度……………………………………16
第三節 視覺商品美感中心性（CVPA）……………… 23
第四節 生活型態…………………………………………29
第五節 顧客忠誠度………………………………………35
第三章 研究方法…………………………………………39
第一節 研究架構…………………………………………39
第二節 變數操作性定義和衡量…………………………40
第三節 研究假說…………………………………………47
第四節 問卷之設計與預試………………………………51
第五節 抽樣設計…………………………………………52
第六節 資料分析方法……………………………………53
第四章 研究結果分析……………………………………57
第一節 樣本資料之敘述性分析…………………………57
第二節 信度與效度分析…………………………………60
第三節 生活型態分析……………………………………61
第四節 各構面關係之影響檢定…………………………69
第五章 結論與建議………………………………………83
第一節 研究發現…………………………………………83
第二節 策略意涵…………………………………………85
第三節 研究貢獻…………………………………………87
第四節 研究限制…………………………………………88
第五節 後續研究建議……………………………………89
參考文獻………………………………………………… 91
附錄：問卷

一、中文部分
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6. 林佳民(民87)，產品涉入程度、產品網路上接近程度與消費者在網路上購物行為之研究，國立東華大學企業管理研究所碩士論文。
7. 林思翰(民94)，美學行銷、品牌個性、品牌形象與涉入對品牌權益影響之研究，實踐大學企業創新發展研究所碩士論文。
8. 吳銘翔(民94)，以體驗行銷觀點探討品牌認同對顧客忠誠之影響－通路旗艦店之實證研究，國立台北大學企業管理學系碩士論文。
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10. 范昀萱(民94)，從個人差異看商品設計美感的效果—以消費者商品美感中心性(CVPA)為例，國政治大學廣告研究所碩士論文。
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14. 翁莉娟(民94)，體驗行銷、產品涉入程度與顧客忠誠之研究，中國文化大學國際企業管理研究所碩士論文。
15. 袁薏樺(民92)，體驗行銷、體驗價值與顧客滿意關係之研究，國立台北科技大學商業自動化與管理研究所碩士論文。
16. 陳瑞鈴(民93)，消費者人口統計變數與生活型態對手機購買行為之影響，國立中山大學企業管理學系碩士論文。
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19. 黃映瑀(民94)，體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究，大葉大學事業經營研究所碩士論文
20. 黃家蔚(民93)，促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響，國立成功大學企業管理學系碩士論文。
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23. 葉佳宜(民91)，大型購物中心之區位與消費者生活型態對消費行為之影響研究，國立交通大學管理科學系碩士論文。
24. 遠見編輯編(民90)，統一星巴克總經理徐光宇複製統一超商內部創業成功的活力，台北：天下遠見。
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26. 蔡文芳(民89)，跨國娛樂資本的空間生產－以台北星巴克為例，國立台灣師範大學地理研究所碩士論文
27. 韓懷宗譯(民88)，Starbucks 咖啡王國傳奇，( Schultz, H., and Yang, J. D., 1997)，台北：聯經。
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