現今的消費者到訪零售店時不再只是追求產品的品質，而是想要獲得不同的消費體驗，因此越來越的品牌商利用體驗行銷來打造品牌體驗店，試圖利用不同的體驗媒介，如產品呈現、空間環境和服務人員帶給消費者難忘的消費體驗。相較於強調銷售商品的傳統商店，體驗店的經營模式是以品牌為核心，目的是在無形中傳遞品牌精神來讓消費者對於品牌友更深入的了解，進而影響消費者的品牌偏好，也期盼其未來購買產品時會優先選擇曾經體驗過的產品。然而，如何運用體驗媒介來滿足不同體驗動機的消費者，使其有良好的體驗價值進而提升品牌偏好和購買意願成為重要的議題。

本研究使用網路問卷採集了324份曾經到訪過Apple、SONY、小米、Gogoro和Nike等品牌體驗店的有效問卷，並使用SPSS和LISERL探究受訪者到訪體驗店後對於媒介中的產品呈現、空間環境和服務人員在消費者心中產生的美感、效率和服務優越性等體驗價值的影響，並進一步討論體驗價值對於品牌偏好和購買意願的影響，其中加入了想要收集產品資訊的產品導向和追求視聽娛樂的體驗導向等兩種不同體驗動機作為干擾。

以下為本研究的發現：
一、體驗媒介中的服務人員對體驗價值的影響最大
二、體驗價值中最能增加品牌偏好的是美感，其次為服務優越性
三、體驗價值中最能提升購買意願的是效率，其次為美感
四、體驗動機的強烈程度會干擾體驗媒介、體驗價值、購買意願和品牌偏好間的影響

Nowadays, consumers not only emphasize on the quality of products, but also want to get different consumer experiences from retail sitting. Therefore, more and more brands start to use Experience Marketing to their physical store. These kinds of stores are called “Experience Store”. Comparing to traditional stores, the core value of experience store is to increase brand awareness, brad spirit and band image. Companies want to use experience store to give consumers the whole new shopping journey. They also hope consumer who have been to experience store will buy their products in the future.

Considering about the brand awareness, industry variety and condition of experience store’s definition, this research choose five brands to investigate, they are Apple, SONY, Xiaomi, Gogoro and Nike. This research wants to know the impact of experiential providers to experiential value and whether experiential value have impact to brand preference and purchase intention. On the other hand, this research also joins the interference of different degrees of experience motivation, which are product-oriented motivations and experiential orientation.

From the result, findings are the following：
1. For experiential providers, service people have the most significant impact to experiential value.
2. In experiential value, the factor of aesthetic has the most significant impact to brand preference, and the second one is service excellent.
3. In experiential value, the factor of efficiency has most significant impact to purchase intention, and the second one is Aesthetic.
4. Different degrees of experience motivations will interfere the impact of experiential providers, experience value, purchase intention and brand preference.

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