本研究是第一篇以「消費者學習」觀點出發，探討在消費者體驗旅程中消費者體驗價值是如何改變的。透過個案訪談蒐集資料並分析每一位受訪者的體驗旅程後，發現消費者在體驗旅程中對於體驗價值的追求是會轉變的。鮮少有消費者在其體驗旅程中始終追求同樣的體驗價值。此外，消費者在追求體驗價值的過程中，可能同時享有一種以上的體驗價值；而此處所提及的「一種以上的體驗價值」並不會因內部價值或外部價值而有所不同。 另外，在本研究中也有項有趣的發現，消費者的體驗旅程若是由「外部價值」作為旅程起點的話，經過一段時間後，其外部價值最終都不會是消費者所追求的體驗價值。這是由於經歷一段時間後，消費者對於其產品品類或目標品牌有更進一步的了解後，將注意力轉換至當初未注意到之處。 消費者經由許多的學習途徑後，對於其所追求的體驗價值有所改變。有些消費者即便經歷了不好的體驗，他們仍繼續追求相同的體驗價值；然而，有些消費者在經歷了不好的消費體驗後，卻在其消費者體驗旅程中產生了「旅程出軌」的現象。這樣的「旅程出軌」端倪於消費者體驗旅程的長度、品牌或產品品類的寬度與深度而會有所不同。 This is the first study probing the dynamic of consumer value in a consumer journey through a viewpoint of consumer learning. Through interviewing and analyzing the dynamic of consumer journey in the perspective of consumer learning, it was found that experiential value in consumer journey would be changed when the time passed by. Most of consumers have changes of experiential value in their consumer journey. Besides, consumers would experience more than one experiential value at the same time no matter the experiential value is intrinsic or extrinsic. And there is an interesting discovery that consumers who start their journey with extrinsic value, their main experiential values would not be extrinsic values after a long period of time passed. Consumers would put more attention on those parts that they did not notice before when having more understanding about the target product category or brand. As for the change of pursuing experiential value, consumers learn and experience through many different ways, which make them pursue different or more than one experiential value. However, there is an interesting found that consumers still pursue the same experiential value even though they suffered bad experiences. However, it is also found that there would be a ‘derailment’ in consumer journey occurring when the brand “over treated” to their customers. And this impact of “derail of consumer journey” depends on then length of the consumer journey and the depth of the brand or the certain product category.