| Summary: | 碩士 === 佛光大學 === 管理學系 === 96 === Women’s underwear market is a market with the size of more than 20 billion NT annually in Taiwan. However, the mass production of goods has resulted surplus of products. Individual companies are all racking their brains making effort and continuing to provide customers with value and to maintain brand loyalty. Schmitt （2000） believes that consumer experience can be shaped, enterprises should become a provider of a good experience, and good experience will enhance the value of experiential and brand loyalty.
This study used the women underwear market as a example, in order to understand the relationship of experience marketing and brand loyalty, how the “EASY SHOP” when first set up, created great impact and inspiration in the same industry, how the “EASY SHOP” concept store marketing strategies created a happy customer shopping experience; the experienced results of consumers’ different personalities on “EASY SHOP” and how the theory of experience marketing was applicable in the underwear industry .
This study used structured questionnaire and considered those consumers who had purchased “EASY SHOP” underwear products as the target group. The study used the factor and linear structural equation model （SEM） analysis in understanding the relationship of personality and perceived experience model to the experiential value, consumer satisfaction and brand loyalty. The findings of this study were:
Direct Effect:
1） Personality of neuroticism, extro-openness and open-agreeableness were significantly effect on customer perceived experience model.
2） Customer perceived sensory, feeling, thinking, relation experience model could significantly affect the experiential value.
3） Experiential value of service excellence and aesthetics dimensions had significant effect on customer satisfaction
4） Customer satisfaction had significant effect on brand loyalty
Indirect Effect:
Indirect Effect:
1) Personality indirectly affect on experiential value
2) Personality indirectly affect on customer satisfaction
3) Personality i indirectly affect on brand loyalty
4) Customer perceived experience model indirectly affect on customer satisfaction
5) Customer perceived experience model indirectly affect on brand loyalty
6) Experiential value indirectly affect on brand loyalty
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