本研究主要在探討大型量販店賣場消費者的體驗行銷、顧客滿意度與消費價值的關係，並根據研究結果提出建議，以供大型量販店業者日後提供服務之參考。本研究運用問卷調查方法進行敘述性統計、因素分析、信度分析、迴歸分析等統計方法，針對各構面之間的關係做實證分析。 實證結果顯示，愈注重享樂主義的消費者，愈重視感官體驗與思考體驗；愈注重實用主義的消費者，愈重視行動體驗與關聯體驗。在五種服務品質體驗滿意度中，感官體驗的空間廣告因素與e化服務因素以及關聯體驗對於整體滿意度都呈現顯著的正相關；其中以空間廣告因素對整體滿意度的影響最大。對於追求尋寶樂趣價值的消費者來說，只有思考體驗滿意度屬於激勵因子；而對於追求速戰速決價值的消費者來說，則只有空間廣告因素屬於激勵因子。因此，本研究建議應分別就享樂主義及實用主義的消費者，各自研擬適當的體驗行銷策略，以同時滿足消費者的要求及進而提升其整體滿意度。 ; The objective of this thesis is to study the relationship among the experience marketing, customer satisfaction and consumer value of the marts customers, and provide suggestions of future services for marts’ reference based on the findings of the study. The research data is obtained by questionnaire, adopting descriptive statistics, factor analysis, reliability analysis and regression to analyze and prove the relationship among the dimensions. The findings of the study show the hedonic consumers care more about feel and think experiences, and the utilitarian care much about act and relate experiences. Among the five services quality experience satisfactions, the space advertisement factor, e service factor and relate experience show positive and significant relevance, especially the space advisement factor has the strongest influence on the overall satisfaction. To the consumers who are pursuing search enjoy value, think experience satisfaction is a motivator. For the customers who are looking for a quick and timing saving solution, space advertisement factor is a motivator. Therefore, this study suggests the marts to apply the experience marking strategy accordingly to hedonist and utilitarian separately, in order to meet customers demand and improve their customer satisfaction. ; 碩士