建立優良的顧客體驗環境它能有效提升顧客忠誠度，來幫助企業留住客戶並且間接地讓顧客透過口碑推廣該品牌，對於企業的成功至關重要，除此之外，還能分析顧客對於顧客體驗的看法來改善服務上的不足，減少客戶的流失率。
本研究之研究目的在於顧客體驗、服務品質、顧客信任、知覺風險、顧客知覺價值、品牌態度以及購買金額之間的關係，本研究透過實體問卷的發放，研究對象為全台灣20歲以上並具有消費能力的消費者。
研究結果如下：「顧客體驗」與「服務品質」有顯著正向關係；「服務品質」與「知覺風險」有顯著負向關係；「服務品質」與「顧客知覺價值」有顯著正向關係；「服務品質」與「顧客信任」有顯著正向關係；「知覺風險」與「品牌態度」有顯著負向關係；「顧客知覺價值」與「品牌態度」有顯著正向關係。
最後依據本研究結果對品牌方實務層面和未來研究提出具體建議。

Aim: Establishing a good customer experience environment can effectively enhance customer loyalty, help companies retain customers, and indirectly allow customers to promote brands through word of mouth, which is crucial to the success of companies. Additionally, it can analyze customer-to-customer relationships. Use experience to improve service deficiencies and reduce churn.
The purpose of this study is to study customer experience, service quality, customer trust, perceived risk, customer perceived value, brand attitude and purchase amount, In this study, through the distribution of physical questionnaires, the research objects are consumers who are over 20 years old and have spending power in Taiwan.
Results: The research results are analyzed as follows: The research results are as follows: "customer experience" has a significant positive relationship with "service quality"; "service quality" has a significant negative relationship with "perceived risk"; "service quality" has a significant positive relationship with "Customer Perceived Value"; "service quality" has a significant positive relationship with "customer trust"; there is a significant negative relationship between "perceived risk" and "brand attitude"; "customer perceived value" has a significant positive relationship with "brand attitude".
Conclusions: According to the results of this study, specific suggestions are put forward for the brand side practice level and future research.

學位論文原創性聲明書 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 8
第四節 研究目的 9
第二章 文獻探討 11
第一節 顧客體驗 11
第二節 服務品質 15
第三節 顧客信任 20
第四節 知覺風險 24
第五節 顧客知覺價值 28
第六節 購買金額 32
第七節 品牌態度 32
第三章 研究設計與方法 33
第一節 研究架構 33
第二節 研究假設 33
第三節 問卷設計 38
第四節 研究方法 59
第四章 資料分析與結果 61
第一節前言 62
第二節 信度分析 75
第三節：收斂效度與區別效度之評估 79
第四節：驗證性因素分析 88
第五節：差異性分析 95
第五章 結論與建議 104
第一節：研究目的與實證結果 104
第二節：管理意涵 108
第三節：研究限制與後續研究之建議 109
參考文獻 111
附錄 120

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