隨著2010年麵包師傅吳寶春打敗各國頂尖好手，奪得第一屆「路易樂斯福世界盃麵包大賽」個人賽組冠軍後，不但引發了消費者喜愛歐式麵包的風潮，也帶動國內各式各樣連鎖麵包店出現。單價昂貴麵包推出受歡迎的情況，顯示麵包市場朝向Ｍ型化發展，而麵包店也越來越注重顧客體驗。
而當學者們於90年代相繼提出「體驗經濟」與「體驗行銷」觀點（Pine II and Gilmore，1998；Schmitt，1999），認為顧客愈來愈重視消費過程中所獲得的體驗，並說明體驗是企業創造給顧客的一種難忘經驗。因此，本研究採用深度訪談及問卷調查的方式，嘗試探討與分析消費者在麵包店的實際消費體驗，包括感官體驗(Sense)、情感體驗(Feel)、思考體驗(Think)、行動體驗(Act)及關聯體驗(Relate)。本研究結果顯示該知名連鎖麵包店的體驗行銷以感官體驗特別是嗅覺感官的體驗對消費者的感受最佳，而關聯體驗對消費者的感受最無影響。

Upon a Taiwanese baker, Mr. Wu Pao-Chen, won the title of Bakery Master in the bread category at “Coupe Louise Lesaffre" in Paris at 2010, the popularity of European –Style breads in Taiwan grew exponentially and many European-style bakeries have since then opened to meet the change in behavior by the bread consumers. These transformations in the bread market consumption have also brought an interesting phenomenon to the Taiwanese bread market, where the bread market is divided into two segments or so called “M-shaped market,” to emphasize in the popularity of expensive breads as well as consumers’ enjoyments in these breads versus the traditional ones.

When researchers proposed “Experience Economy” and “Experiential Marketing” since late 90’s (Pine II and Gilmore 1998；Schmitt 1999), they suggested that the consumers have come to care more about consumption experience, and the companies should emphasize the importance of creating memorable experiences for consumers. This study adopts both in-depth interview and the questionnaire methods, and trying to explore, rationalize, and analyze consumer experiences based on their consumption experiences through sensory experience (SENSE), affective experience (FEEL), creative cognitive experience (THINK), physical experiences, behaviours and lifestyles (ACT) and aocial-identity experiences that result from relating to a reference groupr or culture (RELATE) experiences in the bakery store. The result of this study discovered that the SENSE experience, particularly the sense of smell experience overshadows all other consumption experiences while the RELATE experience shows being the least influential experience to the consumers at a well-known bakery chain store.

中文部分

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