在消費性電子產品日益普及的環境下，體驗超越產品所提供的功能與廠商的服務，成為影響消費者選購產品的重要依據。本研究嘗詴以體驗行銷為理論基礎，並以消費性電子產品中具代表性的智慧型手機為例，檢視消費者在智慧型手機的使用體驗、體驗價值與價值體驗之內涵，並釐清其因果關係。 透過問卷調查的方式，本研究探討消費體驗如何形成體驗價值，再以體驗價值進一步探討價值體驗。希望透過本研究了解何種價值會影響到消費者心中的價值體驗，以及何種體驗會影響消費者心中形成體驗價值。最後本研究欲研究消費者於使用智慧型手機的過程中，其重視度與滿意度是否有所差異。 本研究目的有三， 一、探討消費體驗對體驗價值之影響 二、探討體驗價值對價值體驗之影響 三、比較消費體驗的重視度與滿意度有無差異 本研究以SPSS作為資料分析的工具，並以路徑分析驗證研究假說。從研究結果可以得知，消費體驗確實會影響到體驗價值；亦驗證了體驗價值會影響價值體驗。並且發現了由於認知的落差造成重視度與滿意度在部分路徑上存在差異。 In recent years, consumer electronics become more and more popular. Experiences surpass the capability of products and the service provided. Experiences become one of the most important factors for consumers to purchase the product.This study base on Consumer Experience and focus on the Smart Phone which standing for the consumer electronics to view the relationships among Consumer Expreience, Experiential Value and Value Experience. By analzing the questionnaire, this study will examine how the Consumer Experience affect the Experiential Value, and the relationship between Experiential Value and Value Experience at first. After, this study try to cover what kind of experience will affect the Expiential Value; and what kind of value will influence the Value Experience. Lastly, to find that in the process of using smart phone, if there are differences between the degree of importance and satisfaction. This study analyzed data and run the path analysis by using SPSS. This study for three purposes: (1)Examine how Consumer Experience affect Experiential Value. (2)Examine how Experiential Value affect Value Experience. (3)Compare the difference between the degree of importance and satisfaction.
