消費者的生活水準提升，消費者在滿足物質需求後，進而追求精神上的享受。消費者到餐廳除了享用美食，更重視消費過程中所得到的體驗以及情感觸動與心靈刺激。在體驗行銷進入體驗經濟的環境下，業者需讓消費者從生活與情境當中感受到體驗價值，並進而影響消費者的消費行為決策。
本研究旨在探討體驗行銷與體驗價值不同概念間的因果關係，以及體驗價值影響行為意向的相關性。本研究以消費者涉入程度作為中介因子，並以學者提出的體驗行銷、體驗價值及行為意向做為研究的理論基礎。
本研究採用問卷調查法及迴歸分析，研究對象為H?饞gen-Daze冰淇淋的消費者。研究結果發現，體驗行銷各構面之間皆呈現顯著正相關；在「消費者涉入程度」對體驗行銷與體驗價值不具有中介效果；體驗價值與行為意向呈現顯著正相關。

As consumers have raised their standard of living, they are satisfied with the material needs and thus pursue spiritual enjoyment. Consumers would enjoy a feast in a restaurant not only because of the delicacy but emphasize on consumer experience obtained during the spiritual and emotional stimulation. As experiential marketing has evolved into the experiencial economy, the industry needs to let consumers feel the experienced value through their first contact, and in turn affects the consumers’ decision.
This thesis is aimed at discussing the different concepts of experiential marketing and experiential value; and also their causal relationship. How the experiential value impacts the behavioral intention is also addressed. The degree of consumer involvement is proposed as an intermediary factor between experiential marketing and experiential value with reference to theoretical basis from experiential marketing, experiential value, and behavior intention researches.
Questionnaires were utilizes and statistical regression analysis was used in the study of H?饞gen-dazs ice-cream consumers. The results showed significance positive correlation among the various dimensions of experiential marketing; furthermore, experiential value and behavioral intentions were positively correlated. However, the intermediary factor of consumer involvement between experiential marketing and experiential value was insignificant.

誌謝 I
摘要 II
Abstract III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究對象與範圍 2
1.4 研究程序 3
1.5 論文架構 3
第二章 文獻探討 5
2.1 體驗行銷與顧客滿意度相關性探討 5
2.2 台北市運動主題餐廳消費者體驗行銷與體驗價值之研究 10
2.3 體驗行銷、體驗價值與顧客忠誠度之研究 12
2.4 體驗行銷、價值知覺、消費情境與行為意向關係之探討 15
第三章 相關理論與技術 19
3.1 體驗行銷 19
3.2 消費者涉入程度相關理論 22
3.3 體驗價值 24
3.4 行為意向 29
3.5 H?饞gen-Dazs 31
第四章 研究設計 33
4.1 研究架構 33
4.2 研究假設 33
4.3 變數之操作性定義與衡量 34
4.4 抽樣方法 37
4.5 問卷設計 37
第五章 資料分析與結果 41
5.1 基本資料敘述性統計分析 41
5.2 信度與效度分析 43
5.2.1 體驗行銷 45
5.2.2 消費者涉入程度 46
5.2.3 體驗價值 48
5.2.4 行為意向 49
5.3 基本資料與各構面分析 50
5.3.1人口統計變數與對體驗行銷顯著性分析 50
5.3.2人口統計變數與消費者涉入程度顯著性分析 55
5.3.3人口統計變數與體驗體值顯著性分析 60
5.3.4人口統計變數與行為意向顯著性分析 64
5.4 各構面相關迴歸分析 66
5.4.1體驗行銷對體驗價值之影響因素 66
5.4.2消費者涉入程度為中介變數對體驗價值之影響因素 66
5.4.3體驗價值對行為意向之影響因素 67
5.5 小結 68
第六章 結論與未來研究 70
6.1 結論 70
6.2 未來研究 72
參考文獻 74
附錄：本研究問卷 80

[1]王育英、梁曉鶯譯，Schmitt, B. H. 著，「體驗行銷」，經典傳訊文化，2000年。
[2]吳明隆，「SPSS 統計應用學習實務」，知城數位科技股份有限公司，2003年。
[3]吳明隆、涂金堂，「SPSS與統計應用分析」，第二版，五南文化事業股份有限公司，2006年。
[4]吳明敏 ，「體驗行銷、體驗價值與行為意向之相關研究」，真理大學休閒遊憩事業學系碩士論文，2010年。
[5]李孟純，「觀光工廠體驗行銷、滿意度及忠誠度關係之探討-以白木屋品牌文化館為例」，龍華科技大學商學與管理學系碩士論文，2010年。
[6]林鳳娟，「台北市運動主題餐廳消費者體驗行銷與體驗價值之研究」，台北教育大學體育教學系碩士論文，2008年。
[7]唐惠民，「體驗行銷、消費情境與行為意向關係之研究-以懷舊復古餐廳為例」，朝陽科技大學企業管理學系碩士論文，2005年。
[8]莊曜華，「體驗行銷與費者滿意度相關性探討，並以消費者涉入程度為中介因子-以統一星巴克連鎖咖啡店為例」，成功大學企業管理學系碩士論文，2008年。
[9]陳國基，「體驗行銷、價值知覺、消費情境與行為意向關係之研究-以台中地區-以王品集團餐廳為例」，朝陽科技大學企業管理學系碩士論文，2008年。
[10]黃俊英，「行銷研究概論」，華泰文化事業股份有限公司，2009年。
[11]黃映瑀，「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」，大葉大學事業經營學系碩士論文，2005年 。
[12]黃靜宜，「體驗行銷、體驗價值與顧客忠誠關係之研究-以星巴克為例」，東吳大學企業管理學系碩士論文，2008年。
[13]黃玉琴、許國崢、林惠鈴，「體驗行銷與顧客價值、顧客忠誠度之相關聯性研究─以薰衣草森林餐廳為例」，遠東學報，第二十二期(2)，155-168，2005年。
[14]曾光華、陳貞吟，「體驗行銷的特性與應用」，第一屆服務業行銷暨管理學術研討會論文集，嘉義大學管理學院，2002年。
[15]鄒文恩，「體驗行銷、體驗價值、顧客滿意與行為意向關係之研究-以華納威秀電影院為例」，朝陽科技大學企業管理學系碩士論文，2005年。
[16]Albrecht, K., “The Only Thing That Matters”, New York：Harper Collins Publishers Inc, 1993.
[17]Babin, B. J., Darden, W. R. and Griffin, M., “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, Vol. 20, pp. 644-56, 1994.
[18]Barwise, P., “Brand Equity: Snark or Boojum”, International Journal of Research in Marketing, Vol. 10, No. 1, pp. 93-104, 1993.
[19]Blackwell, R. D., Miniard, P. W., and Engel, J. F., “Consumer Behavior (10th ed.)”, New York: The Dryden Press, 2001.
[20]Boulding, W., Kalra, A., Staelin, R., and Zeithaml, V. A., “A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions”, Journal of Marketing Research, pp. 7-27, 1993.
[21]Brown, S. W., Fish R. P., and Bitner M. J., “The Development and Emergence of Services Marketing Thought”, International Journal of Service Industry Management, Vol. 5, No. 1, pp. 21-48, 1994.
[22]Cronin, Jr., J. J., and Taylor, S. A., “Measuring Service Quality: A Re-Examination and Extension”, Journal of Marketing, Vol. 56, No. July, pp. 56-68, 1992.
[23]Day, H. I., “Play, a Ludic Behavior, in Advances in Intrinsic Motivation and 75 Aesthetics”, New York and London: Plenum Press, 1981.
[24]Deighten, John and Kent Grayson, “Marketing and Seduction:Buliding Exchange Relationships by Managing Social Consensus”, Journal of Consumer Research, Vol. 21, No. 3, pp. 660-676, 1995.
[25]Engel, J. F., Blackwell, R. D., and Miniard, P. W., “Consumer Behavior (8th ed.)”, Forth Worth: Dryden, 1995.
[26]Folkes, V., and Wheat, R. D., “Consumers’ Price Perceptions of Promoted Products”, Journal of Retailing, Vol. 71, No. 3, pp. 131-140, 1995.
[27]Grewal, Dhruv, Monroe Kent B., and Krishnan, R., “The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value and Transaction Value”, Marketing Science Institute, Report, May, Cambridge, MA., 1996.
[28]Halkiasa, G., and Kokkinakia, F., “Increasing Advertising Effectiveness through Incongruity-based Tactics: The Moderating Role of Consumer Involvement”, Journal of Marketing Communications, DOI:10.1080/13527266.2011.592346, pp. 1-16, 2011.
[29]Hirschman, E. C., and Holbrook, M. B., “Hedonic Consumption: Emerging Concepts, Methods and Propositions”, Journal of Marketing, Vol. 46, No. 2, pp. 92-101, 1982.
[30]Holbrook, M. B., “The Nature of Customer Value: An Axiology of Services in The Consumption Experience”, In Rust, R. and Oliver, R. L. (Eds.), Service Quality: New Directions in Theory and Practices. Sage, CA: Newbury Park, 1994.
[31]Holbrook, M. B., “Consumer Value: a Framework for Analysis and Research”, London; New York; Routledge, 1999.
[32]Hsi-Jui Wua and Rong-Da Liang, “Effect of Experiential Value on Customer Satisfaction with Service Encounters in Luxury-Hotel Restaurants”, International Journal of Hospitality Management, Vol. 28, Issue 4, pp. 586-593, 2009.
[33]Huizinga, J., “Homo Ludens: A Study of The Play Element in Culture”, MA: The Beacon Press, Boston, 1995.
[34]Krugman, H. E., “The Impact of Television Advertising Learning without Involvement”, Public Opinion Quarterly, Vol. 29, pp. 349-356, 1965.
[35]Lastovicka, J. L., and Gardner, D. M., “Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement”, Journal of Advertising Research, Vol. 25, No. 12, pp. 48-56, 1979.
[36]Laurent Gilles, and Kapferer, Jean-Noel, “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, Vol. 23, No. 2, pp. 41-53, 1985.
[37]Mano, Haim and Oliver, Richard L., “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction”, Journal of Consumer Research, Vol. 20, No. 12, pp. 451-466, 1993.
[38]Mathwick, C., Malhotra, N. and Rigdon, E., “Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment”, Journal of Retailing, Vol. 77, No. 1, pp. 39-56, 2001.
[39]Mittal, B. and Lassar, W. M., “The Role of Personalization in Service Encounters”, Journal of Retailing, Vol. 72, No. 1, pp. 95-110, 1992.
[40]Oliver, Richard, “Value as Excellence in the Consumption Experience”, in Customer Value, A Framework for Analysis and Research, Morris Holbrook, (Ed.), New York: McGraw-Hill, pp. 43-62, 1999.
[41]Parasuraman, A., Zeithaml, V. A., and Berry, L. L., “The Behavioral Consequence of Service Quality”, Journal of Marketing, Vol. 60, No. 4, pp. 31-46, 1996.
[42]Pine II, B. J. and Gilmore, J. H., “Welcome to the Experience Economy”, Harverd Business Review, Vol. 76, No. 4, pp. 97-105, 1998.
[43]Schmitt, B. H., “Experiential Marketing”, New York: The Free Press, 1999.
[44]Sherif, M. and Cantril, H., “The Psychology of Ego-Involvement”, New York: John Wiley and Sons, 1947.
[45]Sheth, Jagdish N. and M. Venkatesan, “Risk Reduction Processes in Repetitive Consumer Behavior”, Journal of Marketing Research, Vol. 5, No. 3, pp. 307-310, 1968.
[46]Sinha, I. and Desarbo, W. S., “An Integrated Approach toward the Spatial Modeling of Perceived Customer Value”, Journal of Marketing Research, Vol. 35, No. 2, pp. 236-249, 1998.
[47]So Won Jeong, Ann Marie Fiore, Linda S. Niehm, Frederick O. Lorenz, “The Role of Experiential Value in Online Shopping: The Impacts of Product Presentation on Consumer Responses Towards an Apparel Web Site”, Internet Research, Vol. 19 Issue 1, pp. 105-124, 2009
[48]Thaler, R. H., “Mental Accounting and Consumer Choice”, Marketing Science, Vol. 4, No. 3, pp. 199-214, 1985.
[49]Ulaga, W. and Chacour S., “Measuring Customer Perceived Value in Business Markets”, Industrial Marketing Management, Vol. 30, Iss. 6, pp. 525-540, 2001.
[50]Veryzer Jr, R. W., “A Nonconscious Processing Explanation of Consumer Resonse to Product Design”, Psychology & Marketing, Vol. 16, No. 6, pp. 497-522, 1999.
[51]Wright, Peter L., “The Cognitive Process Mediating Acceptance of Advertising”, Journal of Marketing Research, Vol. 10, No. 2, pp. 53-62, 1973.
[52]Yadov, M., and Monroe, K., “How Buyers Perceive Savings in a Bundle Price: an Examination of a Bundle's Transaction Value”, Journal of Marketing Research, Vol. 30, No. 3, pp. 350-358, 1993.
[53]Zaichkowsky, J. L., “Measuring the Involvement Construct”, Journal of Consumer Research, Vol. 12, No. 12, pp. 341-352, 1985.