近年來由於國外啤酒品牌的進駐，已對歷史悠久、市佔率高的台啤形成極大的威脅。如何鞏固品牌忠誠度，是台啤重要的課題。本文探討體驗行銷、產品涉入程度對品牌忠誠度之影響，以及顧客滿意度之中介效果，並對台啤消費者進行實證研究，以提供業者未來行銷策略訂定之參考。本研究經網路問卷調查回收有效問卷368份，以SPSS統計軟體進行資料分析，並運用AMOS檢驗假說之模式，研究結果如下：（一）顧客滿意度對品牌忠誠度具有顯著正向影響；（二）體驗行銷對產品涉入程度、體驗行銷對顧客滿意度、體驗行銷對品牌忠誠度均有顯著之正向影響；（三）產品涉入程度對品牌忠誠度具有顯著負向影響；產品涉入程度對顧客滿意度之影響並不顯著；（四）顧客滿意度於體驗行銷對品牌忠誠度、顧客滿意度於產品涉入程度對品牌忠誠度之影響均具部分中介效果。
aiwan Beer is used to be a long-lasting brand with high market share. However, the import of foreign beer has threatened it recently. How to reinforce brand loyalty becomes a very important issue of the company. This research aims to investigate the influences of experiential marketing and product involvement on brand loyalty and the existence of customer satisfaction as an intermediate variable. An empirical study of Taiwan Beer was performed and results were provided for the corporation to stipulate marketing strategy in the future. An online survey was conducted and a valid sample of size 368 was obtained in this study. The data were analyzed using IBM SPSS 22.0. The hypotheses and research model were tested by AMOS. The results are summarized as follows. (1) The positive influence of customer satisfaction on brand loyalty is significant. (2) Each of the positive influence of experiential marketing on product involvement, on customer satisfaction, and on brand loyalty is significant. (3) The negative influence of product involvement on brand loyalty is significant whereas the influence of product involvement on customer satisfaction is not significant. (4) There is a statistically significant effect of experiential marketing on brand loyalty with the partial existence of customer satisfaction as an intermediate variable. There is a statistically significant effect of product involvement on brand loyalty with the partial existence of customer satisfaction as an intermediate variable.
