在現今的商業環境中，全球化與自由化大趨勢下，產業的典範也不斷轉移，當相同產品在網購及實體通路銷售上並無顯著差異時，實體通路就只能給予顧客不同的消費體驗來留住顧客。是故，本研究整合期望理論與社會交換理論，驗證消費體驗(信心建立、尋求新奇、社交利益)與關係品質、顧客公民行為研究變數的關係，同時檢驗消費體驗(信心建立、尋求新奇、社交利益)是否會透過關係品質，對顧客公民行為產生影響。本研究以問卷方式蒐集233位顧客之資料，進行層級迴歸分析。結果發現，消費體驗(信心建立、尋求新奇及社交利益)對關係品質與顧客公民行為有顯著正向影響，關係品質對顧客公民行為有顯著正向影響，關係品質為消費體驗與顧客公民行為的中介變數，針對上述結果，本研究提出理論意涵與管理建議。 In today’s business environment, the trend of globalization and liberalization, the industry model also constantly shifting, when the same product in the online shopping and physical channel sales there is no significant difference, the physical channel can only give customers a different consumption experience to keep customers. Therefore, this study integrates the theory of expectation and social exchange to verify the relationship quality between consumption experience(confident building, novelty seeking, social benefit) and relationship quality, customer citizenship behavior variables and test the mediating effect of relationship quality between consumption experience and customer citizenship behavior. Data was collected from 233 customers and analyzed using hierarchical regression. The results showed that consumption experience (confident building，novelty seeking, society benefit) had effects on relationship quality and customer’s citizenship behavior, and relationship quality had positve effects on consumption experience and customer’s citizenship behavior.
