近年來國人生活水準提高，對於咖啡、蛋糕、與烘焙食品的需求也隨之增加。在今日高度競爭的市場環境下，消費者購買的不僅是產品的本身，而是一個令人滿意的體驗。企業須掌握顧客體驗後的感受與情感經驗才能創造觸動人心的顧客關係。Schmitt(1999)以『感官』、『情感』、『思考』、『行動』、『關聯』等概念探討消費者心理，所建構出的「體驗行銷」，其內涵符合咖啡、蛋糕、與烘焙產業特性。
本研究依據此策略體驗模組理論架構為基礎，並以85度C為個案研究對象，探討顧客在85度C消費時所產生的感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗之具體內涵。本個案研究採取定性研究的方法，以Schmitt所提出的五大體驗為基礎來發展問卷，針對北台灣五家85度C門市隨機抽樣50名顧客進行深度訪談並進行資料的統整與分析，以內容分析法將問項歸類分析後發展出顧客在85度C消費體驗後之六大命題。研究結果顯示，受訪者在85度C消費時，可以感受到Schmitt所建構之策略體驗模組理論中之感官體驗、情感體驗、與行動體驗，然而卻未發現有思考體驗與關聯體驗之感受。本研究結果將有助於業者了解目標客群體驗後的感受與情感經驗，並提供建議予相關業者於擬訂行銷組合策略時之重要參考。

With the rising of living standard, coffee industry is getting thriving and the consumptions of coffee, cake, and bakery are also getting more and more popular. Under the increasingly fierce competition of the market today, consumers purchase not only the product itself, but also a satisfied shopping experience. The company needs to grasp the consumer experiences with the feeling and the emotion by touching consumer’s heart to build up the strong relationship with their customers. Schmitt(1999) proposed five different types of experiences including sensory experiences(SENSE), affective experiences(FEEL), creative cognitive experiences(THINK), physical experiences and behaviors and lifestyles (ACT), and social-identity experiences that result from relating to a reference group or culture(RELATE). These experiences are implemented through so-called experience providers (strategic framework for Experiential Marketing ExPros) such as communications, visual and verbal identity, product presences that integrate individual experiences into a holistic Gestalt. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels that is consistent with the essentials of coffee, cake, and bakery industry. Based on the theoretical framework of Schmitt(1999)’s research, this study examines the experiential marketing of consumer in terms of sense experience, feeling experience, thinking experience, acting experience, and relating experience in 85 degrees Coffee.
This study is exploratory and qualitative-oriented and uses the 85 degrees Coffee as the research target. A depth interview is used for data collection. A convenience sample is collected, including 50 customers from five different stores in the Northern of Taiwan. The results show that the thinking experience and the relating experience are not found among target customers; however, the sense experience, feeling experience, and the acting experience are highly relevant to consumer’s perception of 85 degrees Coffee. The findings of the study disclose the importance of the experience marketing for business operation. The recommendations of this study can provide suggestions for the relevant operators of the industry in the development of marketing strategy.