本研究要目的探討消費者知覺價值與再購意願之因素分析，以台灣的健康飲品為例，近年來，由於消費者對健康意識提升，健康飲品市場愈見競爭，故如何在競爭激烈的環境下，維持消費者持續購買飲品，是值得去探討研究。 具體研究目的分別為（一）探討體驗行銷對知覺價值有無顯著之影響，（二）探討體驗行銷對消費者信任有無顯著之影響，（三）探討消費者信任對知覺價值有無顯著之影響，（四）探討知覺價值對再購意願有無顯著之影響。根據實證結果。 本研究採取問卷調查方法，進行量化分析，藉由獨立樣本t檢定、單因子變異數分析以及迴歸分析，會發現以下實證分析結果，體驗行銷會影響知覺價值：體驗行銷會影響消費者信任；消費者信任會影響知覺價值；知覺價值會影響再購意願。 The purpose of this study is to explore the factors which impact on the consumer perceived value and repurchase willingness, taking health beverage market in Taiwan as an example. Recently, as the people health awareness is more valued, the health beverage market has become more competitive. Therefore, how to maintain the customers purchasing intention in such highly competitive market is worth to be examined. Experience marketing, perceived value and consumer trust are regarded as the explaining variables to the repurchase intention in this study. For investigating the explaining ability of these dependent variables to repurchase intention, the questionnaire survey and the quantity analysis methods are employed. According to the empirical result of using t test, ANOVA test and regression analysis, the following findings are suggested, (1) Experience marketing has a significant impact on perceived value as well as on consumer trust, (2) The consumer trust significantly impact on perceived value, (3) The perceived value has a significant influence on the repurchase intention.
