When the generation of experience economy coming, customers are becoming care if the products or services which are company provide is what they need. Customers want what let them feel dizzy, what is able to touch their mind, stimulate their think, what is related to them, and also the product or marketing activities is connected to their life style(Pine II & Gilmore, 1999¡FSchmitt, 1999), it means that experience economy is becoming a trend of product consuming. Therefore, this study attempt to quote the Comprehensive model raised by Cronin, Brady and Hult (2000) and the Cognitive Model raised by Oliver(1980) as basic research frames, to prove the following goals of this study. After consumers which have been shopping in IKEA cognize the experiential value, whether their cognition will affect consumers¡¦ satisfaction or not. In addition, consumers will have the brand loyalty to IKEA. According to the result, it provides some suggestions to their experiential marketing. According to the results, consumers¡¦ experiential value will affect consumer satisfaction positively. When consumers¡¦ satisfaction becomes higher, and their brand loyalty becomes higher. In addition, when consumers¡¦ experiential value of playfulness becomes higher, and their brand loyalty becomes higher. However, some kinds of experiential value including aesthetics, service excellence and customer ROI have to let consumer have consumer satisfaction, then it can make consumers have loyalty to the brand.

The consuming environment in the 21st century has transformed itno a stage of experience economy, consumers pursue the products which can create wonderful memories more than the ones with high quality and efficiency. Also, their consuming behaviors transform from being ration-dominated to being ration-and-emotion-mutually dominated; further, consumers are fascinated with not only products or services but also the unforgettable consuming experiences. In this way, Schmitt(1999) proposed strategic experiential modules¡]SEMs¡^¡Xsense, feel, think, act and relate marketing to create the integral experiences for customers, and even stated that the employment of the concepts of experiential marketing has turned out to be a fashion in practice. This study adopted Starbucks to be the analyzing target. The main purpose is to examine the effectiveness of experiential marketing and to discuss the impacts of experiential marketing on customer loyalty; then the study added involvement, consumers¡¦ life styles, and centrality of visual product aesthetics to be the moderate variables, to examine the relation between experiential marketing and consumer loyalty. Based on these analyzing results, the companies can find out the most effective moderate variables to develop the marketing strategies, and even to build up the competitive advantage. This study put emphasis on those who consume in Starbucks recently, to implement the empirical investigation through the questionaire method, distributing 577 samples while the valid ones got 532 in total. This study analyzed the collected data through descriptive statisitic analysis, reliability analysis, factor analysis, cluster analysis, multiple regression analysis, one-way ANOVA and so on, to verify the hypothses of this study and to come out these results as follow. 1.The higher the consumers¡¦ integral experiential evaluations are, the higher the customer loyalty is; the consumers¡¦sense experiences, think experiences, act experiences and relate experiences even have positive influences on customer loyalty. 2.For consumers being with diverse levels of involvement, the consumer loyalty alters with their experiential evaluations. 3.For consumers being with diverse centrality of visual product aesthetics, the consumer loyalty fails to alter with their experiential evaluations. 4.For consumers being with diverse life styles, the consumer loyalty fails to alter with their experiential evaluations. 5.Consumers who have different life styles will own divergent centrality of visual product aesthetics.

Colleges and universities throughout this great land are charged with the awesome responsibility of developing our youth into becoming productive, contributing citizens. More specifically, within these colleges and universities, instructors are instrumental in the development of students. Experiential learning, and, more importantly, reflective writing are important components of college instructors? repertoires. Learning is not complete without proper reflection. The purpose of this study was to examine upper-level undergraduate students? perceptions of learning in an agricultural leadership course that emphasized experiential learning methods. Specifically, this study examined student attitudes regarding experiential learning and if students used a surface or deep approach to learning. The respondents to the study included the students enrolled in ALED 340: Professional Leadership Development. This study employed procedures associated with mixed methods research. Within the quantitative portion of this study, the students were required to complete the revised two-factor Study Process Questionnaire pre-intervention and post-intervention. The intervention consisted of teaching strategies associated with experiential learning with an emphasis on reflective writing. Based upon the students? self-reported answers, it was determined that post-intervention scores for the Deep Approach Scale and the Surface Approach Scale were statistically similar to the students? pre-intervention scores. Teaching strategies associated with experiential learning with an emphasis on reflective writing did not have an influence on the way the students approached learning. Within the qualitative portion of the study and as a course requirement, the students were asked to keep a reflective journal. Upon completion of the course, the students were asked to prepare a reflective paper, which served as a comprehensive reflection of the course. Three themes emerged from the students? reflective journals and papers?the students? perceptions of experiential learning, the indicators of a deep approach to learning, and how learning was maximized. In conclusion, the students benefited greatly from receiving instruction associated with experiential learning, and the students did foster a deep approach to learning, regardless of their answers to the revised two-factor Study Process Questionnaire. Reflection completed the learning process for the students enrolled in ALED 340: Professional Leadership Development.

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