本研究主要針對曾經有在網路上購買過商品一次以上的經驗者，探討能否藉由體驗行銷作為策略性工具，以創造顧客的體驗價值，再進一步影響顧客忠誠。體驗行銷的概念乃採用Schmitt (2000)提出兩大構面:個人體驗與共享體驗 ; 而體驗價值則採用Mathwick, Malhotra and Rigdon (2001)所提出四個類型:消費者投資報酬、卓越服務、美學、趣味的概念作為體驗價值衡量構面。抽樣方法以便利抽樣方式發放問卷。最後回歸分析驗證結果：
(1)個人體驗確實對體驗價值產生影響，整體而言，以美學影響較大。
(2)共享體驗，確實會對體驗價值產生影響(除了消費者投資報酬率之外)，整體而言，以趣味影響較大。
(3)體驗價值確實會對顧客忠誠度產生影響，整體而言，以卓越服務、趣味影響較大。
(4)個人體驗與共享體驗確實會對顧客忠誠度產生影響，整體而言，以個人體驗影響較大。 With the e-store in a good combination of software and hardware under the continued flourishing e-store growth and business opportunities, Create a relatively modern consumers seeking digital lifestyle. From this, Online shopping does not become a neglected access media. Therefore, this study will focus on Taiwan internet shopping markets.
This study will focus on the e-store consumer once bought more than one products, Explore the possibility of with Experiential Marketing as a strategic tool to create the customer Experience value , a further effect on customer loyalty.
The concept of experiential marketing is according to the research of Schmitt (2000).There are two dimensions in his study: Personal experience and Share experience. The concept of experiential value is according to the research of Mathwick, Malhotra and Rigdon (2001).There are four dimensions in his study: Consumer Return on Investment, Service Excellence, Aesthetics, Playfulness. I use convenient sampling to arrange my questionnaire. Finally, regression analysis to verify the results:
(1)Personal experience has significantly positive influences Experiential value, especial a greater impact to Aesthetics.
(2)Share experience has significantly positive influences experiential value (in addition to CROI), especial a greater impact to Playfulness.
(3)Experiential value has significantly positive influences customer loyalty, especial a greater impact to Service Excellence and playfulness.
(4)Personal experience and Share experience have significantly positive influences customer loyalty, especial a greater impact to Personal experience.
