本研究問題是探討體驗行銷(experiential marketing)與複合式餐飲消費者購後後悔(post-purchase regret)之關係，經由間接文獻之引用及邏輯之推理，發現兩者之關係有必要進一步釐清。
本研究是透過結構式問卷(structured questionnaire)的方式，請外場服務人員(field service personnel)發放給至店內用餐之消費者(consumer) 幫忙填寫。總共預計發放400份問卷，於5家天仁茗茶-喫茶趣，請至店內用餐之消費者對該公司餐點與產品的體驗銷品與購後後悔之看法，進行填答。
結果本研究發現，體驗行銷與期望失驗呈現負向關係；而期望失驗與購後後悔呈現負向關係，因此本研究推論體驗行銷與購後後悔呈現負向關係。
而有關控制變數，決策可逆性、商品購買績效、服務補救和服務品質，這些控制變數是為使問卷更具有信效度而設置之變項與構面。
This research question is discusses the experience marketing (experiential marketing) to buy after the compound expression dining consumer regretted (post-purchase regret) the relations, quotation of and the logical inference by way of the indirect literature, discovered both the relations have the necessity thousandth of a Yuan to be further clear.
This research is penetrates the structural formula questionnaire (structured ques-tionnaire) a way, asks the outfield service personnel (field service personnel) to provide for dines consumer (consumer) help filling in to the shop in.Altogether estimated provides 400 questionnaire, in 5 Ten Ren TEA-CHA FOR TEA, please dine to the shop in the consumer and the product experience sells to this company meal after buys view of the regret, carries on fills in answers.
The result this research discovery, the experience sells and expected loses ex-amines presents the negative relations; But expected loses examines after Post-purchase regret presents the negative relations, therefore this research deduction experience marketing after buys regretted presents the negative relations.
But the related control variable, the policy-making invertibility, the commodity purchase achievements, the service recover and serve the quality, these control vari-able is for enable the questionnaire to have the letter validity establishment variable and the construction surface.
