本研究是第一篇以「消費者學習」觀點出發，探討在消費者體驗旅程中消費者體驗價值是如何改變的。透過個案訪談蒐集資料並分析每一位受訪者的體驗旅程後，發現消費者在體驗旅程中對於體驗價值的追求是會轉變的。鮮少有消費者在其體驗旅程中始終追求同樣的體驗價值。此外，消費者在追求體驗價值的過程中，可能同時享有一種以上的體驗價值；而此處所提及的「一種以上的體驗價值」並不會因內部價值或外部價值而有所不同。
另外，在本研究中也有項有趣的發現，消費者的體驗旅程若是由「外部價值」作為旅程起點的話，經過一段時間後，其外部價值最終都不會是消費者所追求的體驗價值。這是由於經歷一段時間後，消費者對於其產品品類或目標品牌有更進一步的了解後，將注意力轉換至當初未注意到之處。
消費者經由許多的學習途徑後，對於其所追求的體驗價值有所改變。有些消費者即便經歷了不好的體驗，他們仍繼續追求相同的體驗價值；然而，有些消費者在經歷了不好的消費體驗後，卻在其消費者體驗旅程中產生了「旅程出軌」的現象。這樣的「旅程出軌」端倪於消費者體驗旅程的長度、品牌或產品品類的寬度與深度而會有所不同。

This is the first study probing the dynamic of consumer value in a consumer journey through a viewpoint of consumer learning. Through interviewing and analyzing the dynamic of consumer journey in the perspective of consumer learning, it was found that experiential value in consumer journey would be changed when the time passed by. Most of consumers have changes of experiential value in their consumer journey. Besides, consumers would experience more than one experiential value at the same time no matter the experiential value is intrinsic or extrinsic. 
And there is an interesting discovery that consumers who start their journey with extrinsic value, their main experiential values would not be extrinsic values after a long period of time passed. Consumers would put more attention on those parts that they did not notice before when having more understanding about the target product category or brand.
As for the change of pursuing experiential value, consumers learn and experience through many different ways, which make them pursue different or more than one experiential value. However, there is an interesting found that consumers still pursue the same experiential value even though they suffered bad experiences. However, it is also found that there would be a ‘derailment’ in consumer journey occurring when the brand “over treated” to their customers. And this impact of “derail of consumer journey” depends on then length of the consumer journey and the depth of the brand or the certain product category.

Table of Contents

I. Introduction	1
1.1 Research Background and Motivation	1
1.2 Research Purpose	2
1.3 Research Flow Chart	3
II. Literature Review	5
2.1 Experience and Experiential Marketing	5
2.1.1 Definition of Experience	5
2.1.2 Motivation of Experience	7
2.1.3 What is Experiential Marketing—Definitions and Features	10
2.1.4 Differences between Traditional Marketing and Experiential Marketing	16
2.1.5 Strategic Experiential Modules (SEMs)	18
2.1.6 Experiential Value	22
2.2 Consumer Learning and Memory	25
   2.2.1 Definition of Consumer Learning	25
   2.2.2 Behavioral Learning Theories	26
   2.2.3 Cognitive Learning Theory	31
   2.2.4 The Role of Memory in Learning	32
2.3 Dynamic in Experiential Values	35

III. Methodology	37
3.1 Conceptual Framework	37
3.2 Research Methodology	38
3.2.1 The Development of Narrative Analysis	38
3.2.2 The Features of Narrative Analysis	39
3.2.3 The Process of Narrative Analysis	39
3.2.4 The Structure of Narrative Analysis	41
3.2.5 The Procedure of Doing Narrative Analysis	41
3.3 Research Design	43
3.3.1 Informant	43
3.3.2 Research Tool	44
   3.3.3 Data Collection …………………………………………………………….45
3.3.4 Data Analysis	46

IV. Research Results and Analysis	47
4.1 Consumer Journey Starts from Experiential Value of Playfulness	48
4.1.1 The Dynamic of M2’s Consumer Journey	48
4.1.2 Analysis of M2’s Consumer Journey	48
4.1.3 The Dynamic of F4’s Consumer Journey	52
4.1.4 Analysis of F4’s Consumer Journey	53
4.2 Consumer Journey Starts from Experiential Value of CROI	57
4.2.1 The Dynamic of M1’s Consumer Journey	57
4.2.2 Analysis of M1’s Consumer Journey	57
4.2.3 The Dynamic of M3’s Consumer Journey	62
4.2.4 Analysis of M3’s Consumer Journey	63
4.3 Consumer Journey Starts from Experiential Value of Service Excellence	66
4.3.1 The Dynamic of F2’s Consumer Journey	66
4.3.2 Analysis of F2’s Consumer Journey	66
4.3.3 The Dynamic of M4’s Consumer Journey	70
4.3.4 Analysis of M4’s Consumer Journey	71
4.4 Consumer Journey Starts from Experiential Value of Aesthetics	75
4.4.1 The Dynamic of F1’s Consumer Journey	75
4.4.2 Analysis of F1’s Consumer Journey	75
4.4.3 The Dynamic of F3’s Consumer Journey	80
4.4.4 Analysis of F3’s Consumer Journey	81
V. Discussion and Conclusions	85
5.1 Conclusions	85
5.2 Limitations of the Study	86
5.3 Suggestions for Future Research	87
References	88
Appendix A: Interview Outline for informant M1	92
Appendix B: Interview Outline for informant M2	93
Appendix C: Interview Outline for informant M3	94
Appendix D: Interview Outline for informant M4	95
Appendix E: Interview Outline for informant F1	96
Appendix F: Interview Outline for informant F2	97
Appendix G: Interview Outline for informant F3	98
Appendix H: Interview Outline for informant F4	99
 
List of Figures
Figure 1.1 Research flow chart	4
Figure 2.1 The progression of economic value	6
Figure 2.2 4Es of the experience motivation	10
Figure 2.3 Classic process of consumption ………………………………………….17
Figure 2.4 Strategic Experience Modules (SEMs)	19
Figure 2.5 Typologies of learning theories	26
Figure 2.6 Behavioral perspectives of learning theories: the consumer as a ‘black box’ 27
Figure 2.7 Components of observational learning	32
Figure 2.8 The memory process	33
Figure 2.9 Relationships among memory systems	35
Figure 3.1 The conceptual framework of this study	37
Figure 3.2 The informants’ information	44
Figure 4.1 The Dynamic of M2’s Consumer Journey	48
Figure 4.2 The Consumer Journey Process of M2’s Consumer Journey	52
Figure 4.3 The Dynamic of F4’s Consumer Journey	53
Figure 4.4 The Consumer Journey Process of F4’s Consumer Journey	56
Figure 4.5 The Dynamic of M1’s Consumer Journey	57
Figure 4.6 The Consumer Journey Process of M1’s Consumer Journey	62
Figure 4.7 The Dynamic of M3’s Consumer Journey	62
Figure 4.8 The Consumer Journey Process of M3’s Consumer Journey	65
Figure 4.9 The Dynamic of F2’s Consumer Journey	66
Figure 4.10 The Consumer Journey Process of F2’s Consumer Journey	70
Figure 4.11 The Dynamic of M4’s Consumer Journey	71
Figure 4.12 The Consumer Journey Process of M4’s Consumer Journey	74
Figure 4.13 The Dynamic of F1’s Consumer Journey	75
Figure 4.14 The Consumer Journey Process of F1’s Consumer Journey	80
Figure 4.15 The Dynamic of F3’s Consumer Journey	81
Figure 4.16 The Consumer Journey Process of F3’s Consumer Journey	84
List of Tables
Table 2.1 Explanation and example of motivation	8
Table 2.2 Definitions and descriptions of experiential marketing	12
Table 2.3 The comparison between traditional and experiential marketing	18
Table 2.4 Concepts and examples of Strategic Experience Modules	20
Table 2.5 Typology of experiential marketing	23
Table 2.6 Meanings and examples of the core tool of instrumental conditioning	28
Table 2.7 Comparison between classical conditioning and instrumental conditioning
	30
Table 2.8 The comparison between sensory memory, STM and LTM	34
Table 4.1 Summary of Dynamic and Learning Theories of Informant M2	51
Table 4.2 Summary of Dynamic and Learning Theories of Informant F4	56
Table 4.3 Summary of Dynamic and Learning Theories of Informant M1	61
Table 4.4 Summary of Dynamic and Learning Theories of Informant M3	65
Table 4.5 Summary of Dynamic and Learning Theories of Informant F2	69
Table 4.6 Summary of Dynamic and Learning Theories of Informant M4	74
Table 4.7 Summary of Dynamic and Learning Theories of Informant F1	79
Table 4.8 Summary of Dynamic and Learning Theories of Informant F3	84

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