有鑑於近年來服務產業創新蓬勃發展以及消費者趨於重視品牌的真實性，但國內研究對於品牌真實性研究甚少，因此本研究以服務創新為出發，探討其對品牌真實性、體驗價值之顧客行為影響。研究的產業選擇以知名瑞典家具品牌 IKEA作為本研究之研究對象。
IKEA經營理念以持續求新求變作為經營理念，企圖為其消費者創造給多更美好的家居感受，賣場以多個情境主題 且定時推陳出新 為出發點，讓來到 IKEA的消費者都能感受 到各種 不同的體驗。
本研究問卷將以近三個月曾至 IKEA消費的顧客為抽樣研究的對象， 發放時間為 108年 1月至 3月間， 總計的有效問卷為 398份，並利用整體模型分析驗證研究架構各構念間之關係。
總結來說，IKEA能透過服務創新正向影響消費者 知覺 之品牌真實性及體驗價值進而影響其滿意度及再購意願。針對本研究結果，將提出相關建議，以期日後能提供IKEA作為日後經營上的參考。

Recently, innovation of service industry is booming and consumers tend to pay attention to the authenticity of brands. However,domestic research has little research on brand authenticity. Therefore, this study starts from service innovation and discusses its impact on customer behavior of brand authenticity and experience value. The industry selection of the research is based on the well-known Swedish furniture brand IKEA as the research object of this research. IKEA's business philosophy is to continue to seek new and change as a business philosophy, in an attempt to create a more beautiful home experience for its consumers. The store uses multiple contextual themes as a starting point, so that consumers who come to IKEA can experience different experiences.
This research questionnaire will be based on the sample of customers who have been to IKEA consumption in the past three months. The total number of valid questionnaires is 398, and the overall model analysis is used to verify the relationship between the various constructs of the research structure.
In summary, IKEA can positively influence the brand authenticity and experience value of consumers through service innovation, which in turn affects their satisfaction and repurchase willingness. In response to the results of this study, relevant recommendations will be made with a view to providing IKEA as a reference for future operations.

第一章 緒論 1
第一節 研究背景與動機1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 服務創新 5
第二節 品牌真實性18
第三節 體驗價值 29
第四節 顧客滿意度35
第五節 再購意願 41
第三章 研究方法 44
第一節 研究架構 44
第二節 研究假設 45
第三節 研究變數的操作型定義及衡量48
第四節 研究設計 53
第五節 資料分析方法 54
第四章 資料分析與發現 56
第一節 敘述性統計分析 56
第二節 共同方法變異 59
第三節 信度分析 62
第四節 效度分析 66
第五節 整體模式衡量分析 74
第五章 結論與建議 81
第一節 研究結論 81
第二節 管理意涵與研究貢獻 83
第三節 研究限制 85
第四節 後續研究建議 86
參考文獻 87
中文部分 87
英文部分 88
附錄 一 : 問卷 96
附錄 二 : 原文問卷參考題項 101

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