隨著國人消費能力的提升，喝咖啡的文化也漸漸的融入消費者的日常生活中，上班族喜歡在下班時，到連鎖咖啡店內享用一杯咖啡，讓自己好好放鬆一下，學生喜歡邀約朋友到連鎖咖啡店內，一邊飲用香濃美味的咖啡，一邊與朋友聊聊生活中發生的趣事。放眼台灣大街小巷，各品牌的咖啡連鎖店一間間地映入眼簾，走進咖啡連鎖店的消費人口愈來愈多，消費次數也漸漸提高。消費者對於咖啡連鎖店的需求已從重視產品與服務層面，晉升到對咖啡館的品牌及其所塑造的體驗、情境。
隨著體驗經濟時代的來臨，企業不需再一直問消費者「我們做得如何 」或「您需要什麼 」，而是要問「您記得什麼 」使顧客驚喜是讓顧客體驗難忘的最重要的一步。本研究在探討不同的體驗行銷模式與消費者滿意度的相關性，並以消費者涉入程度作為中介因子。本研究採問卷調查法，調查對象為台南市的六家星巴克連鎖咖啡店的消費者，共回收有效問卷287份。主要的資料方法為信度、效度分析、T檢定、單因子變異數分析及迴歸分析。研究結果發現，體驗行銷與滿意度各構面之間皆呈現顯著正相關；「涉入程度」對「體驗行銷」或對「滿意度」的差異皆為顯著；「涉入程度」對體驗行銷與滿意度間關係具有中介效果

With increasing of ability of consuming for Taiwan people, the culture of drinking coffee become a part of the consumer’s daily life. People like to go to the coffee shops and enjoy a cup of coffee after their work, this would make them feel relaxed. Students prefer to invite their friends to the coffee shop to drink the delicious and share what happened in their life. We can see various coffee stores appear one by one everywhere in Taiwan. More and more people come intothe coffee stores and drink with much more times. Consumers think highly of the products and the service from coffee stores upon to the experience and services made from the brand of coffee chain stores.
As the era of experience ecomomics coming, the corporations don’t need to ask the questions such as “How was our service?” or “what do you need?” to the costomers,the corporations should ask the costomers that “what do you remember?”to make the costomers surprised and this is the most important for consumer experiencing.
This study discuss the relationship between the different modes of experiential and the satisfaction of consumers, and take consumer involvement as moderating variable. This study used the questionnaire investigation method, the target are the consumers of the six Starbucks chain coffee shops in Tainan, 287 valid questionnaires are collected. The statistical package for the social science system was utilized for the confidence analysis, validity analysis, t test, one-way ANOVA, and correlation analysis.
The results of this study can be summareied as follows：The relationship are positive between experiential marketing and the consumers’ satisfaction；experiential marketing effection and the consumers’ satisfaction are significant difference from the consumer involvement；consumer involvement has moderating effection for experiential marketing and consumers’ satisfaction.

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