現今社會的消費環境，越加注重消費者的感受。也因此，企業更加用心與消費者進行溝通，而為了能好好的滿足消費者，企業很盡心的去觀察消費者的需求。現今行銷手法層出不窮，要怎麼抓住顧客的心，是企業面臨的一大課題。以著名公司蘋果的直營專賣店為例，他們是以看得到、摸得到各種蘋果的自家商品，使消費者能實際去體驗該商品的各種功能，就算到了專賣店體驗過的消費者事後未購買蘋果的產品，也深深的被蘋果產品所吸引，這已經不像別家的電子產品專賣店只以賣東西的概念為主。這種成功的行銷手法就是近幾年所提出的「體驗行銷」，不再只是注意商品，而是消費者漸漸開始注意產品所帶來的服務與整體的感受。因此，建立了良好的品牌形象，進而提升顧客忠誠度。
本研究有效問卷為350份，研究分析結果發現：(1)體驗行銷滿意度與顧客忠誠度呈現正向關係；(2)品牌形象與顧客忠誠度呈現正向關係；(3)產品涉入對體驗行銷滿意度與顧客忠誠度之關係具有干擾效果；(4)產品涉入對品牌形象與顧客忠誠度之關係具有干擾效果。
Today's society the consumption environment, increasingly focus on the feelings of consumers. As a result, more carefully and consumers to communicate in order to properly meet the consumer, enterprise very dedicated to observe the needs of con-sumers. Modern marketing techniques emerging, how to seize the hearts of customers is a major issue facing enterprises. Direct famous Apple store (Apple store), for exam-ple, they are to observe, touch a variety of Apple's own goods, so that consumers can actually experience the various functions of the goods, even into the store experience consumer after the purchase of Apple products, is also deeply attracted to Apple prod-ucts, which have been unlike the other PC store only the concept of selling things. This successful marketing practice in recent years, the proposed "experiential marketing" is no longer just pay attention to the goods, but consumers are beginning to pay attention to products, services and overall experience.
In this study, the questionnaires of 350 analysis results showed that: (1) Experien-tial Marketing satisfaction and customer loyalty positively related to; (2) Brand image and customer loyalty positively related; (3) Product involvement has a moderating ef-fect of experiential marketing satisfaction and customer loyalty; (4) Interfere with the effect of product involvement on the relationship between brand image and customer loyalty.
