| Summary: | 碩士 === 國立臺中教育大學 === 文化創意產業設計與營運學系事業經營管理碩士班 === 105 === Traditionally, User experience and Brand experience are among the different field of design and marketing in academic. In the past research, there was little literature on the relationship between the user experience and brand experience, or to discuss, clarify and verify them. In this research, trying to discuss the relationship between the two variables, and makes the empirical research to prove the theoretical structure and practical operational definition of the experience on the use of brand jewelry and brand experience through consumer. In this research, Structural Equation Modelling (SEM) analysis of partial least square structure was carried out by using 489 valid questionnaires. In the overall reliability and structural model analysis, effective and significant results were obtained. For the user experience And the brand experience between the relationship, have a better understanding. This research initially identified the following findings: (1) This research integrates the user experience into the brand experience model constructed, and confirms the perfection of the new model through practical verification; (2) User experience does have a positive impact on brand experience; (3) User experience cannot directly affect the brand loyalty, must be through customer satisfaction or brand experience to form an intermediary.
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