近年來，廉價航空在台灣成長快速，不少國外的廉價航空公司在台灣設立航點，這樣的情況使得傳統航空公司備感壓力。在如此激烈的競爭之下，傳統航空公司必須改變公司的策略來吸引旅客。體驗的時代來臨，體驗行銷策略能夠讓顧客產生不同的感受，進而產生競爭優勢並與競爭對手差異化。例如IKEA，店內的氣氛讓消費者感受愉悅、輕鬆，使得消費者願意購買產品來模仿店內的擺設。另外，從眾行為是人會受到團體(不論是家庭或是親朋好友)的影響，本研究欲了解消費者面對傳統航空或是廉價航空，是否有從眾行為之影響，故本研究旨在探討體驗行銷、體驗價值、顧客滿意度與從眾行為之間的關係，以長榮航空公司與廉價航空為例。將比較兩航空公司在此研究架構下體驗行銷、體驗價值、顧客滿意度與從眾行為是否有顯著差異。
根據本研究的結果顯示，體驗行銷對體驗價值存在有顯著影響，長榮航空樣本中，體驗價值在體驗行銷與顧客滿意度之間為部分中介效果，而廉價航空樣本中，體驗價值在體驗行銷與顧客滿意度之間為完全中介效果。表示消費者在搭乘廉價航空時，體驗價值對顧客滿意度之影響非常強烈。另外，在從眾行為為調節變數之下，對搭乘長榮航空的消費者與對搭乘廉價航空的消費者，對於體驗價值對顧客滿意度之間關係並無顯著影響。說明搭乘航空的消費者並不會因為家人或朋友的想法或行為而影響消費者自己。故從長榮航空的樣本來看，消費者會因為航空公司之體驗行銷策略進而影響消費者的顧客滿意度，本研究認為航空公司針對體驗行銷策略進行規劃與實行，對於提升顧客滿意度是有幫助的。

In recent years, low-cost airlines have been growing rapidly in Taiwan, and many foreign low-cost airlines set up a waypoint in Taiwan, this situation makes the traditional airlines feel the pressure. Under such intense competition, traditional airlines must change the company's strategy to attract travelers. With the advent of the experiential era, experience marketing strategies can make customers possess different feelings, thus produce competitive advantage and differentiate from competitors. For example, in IKEA, the atmosphere in the store makes consumers feel pleasure and easy, so consumers are willing to buy products to imitate the store atmosphere. In addition, the behavior of people will be affected by group opinion (like family or friends). This study is to understand whether conformity is the factor that affects the decisions when consumers face traditional or low-cost carrier. This study aims to explore the experiential marketing, experiential value, customer satisfaction and conformity, with the example of the relationship between EVA AIR and low-cost carrier. Under this research framework, the two airlines will be compared to analysis the significant differences using the index of experiential marketing, experiential value, customer satisfaction and conformity.
According to the results of this study, experiential marketing has a significant effect on the experiential value. In the sample of EVA AIR, the experiential value is part of the mediating effect between experiential marketing and customer satisfaction. In the sample of low-cost carrier, the experiential value is complete mediating effect between experiential marketing and customer satisfaction. It is said that when consumers take low-cost carrier, the experiential value has very strong influence on customer satisfaction. In addition, with conformity as the moderator, there is no significant effect on the relationship between experiential value and customer satisfaction in both cases when consumers take the EVA AIR and low-cost airline, which indicates that consumers who travel by air will not be affected by group opinions. Therefore, from the sample of EVA AIR, we can find that experiential marketing strategy of the airline will affect customer satisfaction. This study suggest that airlines’ planning and implementation of experiential marketing strategy is helpful in order to improve customer satisfaction.

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