隨著經濟成長和飲食習慣的改變，咖啡已成為國人生活和文化的一部份。上咖啡店不僅是喝咖啡、吃點心並且也享受氣氛。近年來國外連鎖經營模式引進台灣，快速改變人們消費型態與習慣，許多學者陸續提出連鎖咖啡店相關的研究。本研究以知名的連鎖咖啡店統一星巴克、85度C、丹堤咖啡、伊是咖啡和西雅圖極品咖啡為研究產業，主要探討企業形象、品牌體驗、顧客滿意和購買意圖之關係。首先開發品牌體驗量表，包含三個構面：功能性、象徵性、經驗性；然後檢視研究架構和研究假說。結果顯示品牌體驗構念成功開發、研究假說獲得支持。最後提出經營策略的參考：咖啡連鎖業者應從消費者的需求面考量，從事產品的差異化，創造優勢咖啡體驗，結合品牌延伸策略，搶攻即飲市場和進行市場區隔策略。運用自身的品牌形象擴大經營，提高消費者的認知，營造優良的企業形象，提高消費者滿意和購買意圖。

With economic and lifestyle changes, coffee have become the important fabric of people’s life and culture. At a coffee shop, people enjoy not only coffee, snack, dessert but also the store’s atmosphere. Recently, the rapid development of the franchise business influences people’s consumption pattern and habit. Considerable research has addressed the relevant issues. This research focuses on well-known franchise coffee brands, including Starbucks, 85 ° C, Dante Coffee, IS Coffee, and Barista Coffee, and investigate the relationships of corporate image, brand experience, customer satisfaction, and purchase intention. First, we developed measures of brand experience composed of three sub-constructs (functional, symbolic, experiential), and then examined research framework and hypotheses. The results reveal the measures of brand experience have been successfully developed and research hypotheses all supported. To increase customers’ satisfaction and purchase intention, the corporate should be engaged in product differentiation, create dominantly experiential brand image, adopt brand extension policies, develop instant coffee market, and manage actionable market segmentation strategies.