隨著科技的蓬勃發展與快速的變動，促使人們的行為與接觸到的環境逐漸向數位化邁進。因為疫情的爆發，使得消費者逐漸轉往線上平台，加速了時裝奢侈品牌的數位轉型。而後疫情時代，實體店面還是有存在的必要性，品牌進而趨向融合線上線下通路的全通路策略發展。時裝奢侈品牌對品牌形象的塑造極為重視，因為品牌不僅代表產品的品質，還承載著文化、歷史和價值觀。換句話說，時裝奢侈品牌吸引消費者的不僅是商品本身，還有品牌所傳遞的生活方式、價值觀以及帶給消費者的獨特消費體驗，這使得品牌成為奢侈品行業中最為關鍵的資產之一。本研究主要在探討在時裝奢侈品牌全通路消費者體驗角度下品牌體驗中的感官體驗如何影響認知體驗及情感體驗，並進一步探討與品牌形象與購買意願之間的關聯性，以了解消費者的行為。本研究透過網路平台調查曾經購買時裝奢侈品的受訪者，共計回收有效問卷254份。研究結果顯示，感官體驗對認知體驗及情感體驗有顯著影響，而認知體驗及情感體驗分別能夠進一步對品牌形象及購買意願有顯著影響。本研究在全通路的購物環境下印證時裝奢侈品牌不僅應專注於產品品質，還應在品牌體驗的各個方面投資，以創造一個讓消費者感到物有所值的高端形象，進而提升消費者的購買意願。本研究不僅探討全通路消費體驗下，品牌體驗、品牌形象及購買意願的關聯性，並重組品牌體驗各個構面在SOR模型中的關係，同時也提供時裝奢侈品牌制定全通路策略的實務參考。

With the rapid development of technology and the fast-paced changes it brings, people's behaviors and the environments they interact with are gradually shifting toward digitalization. The outbreak of the pandemic accelerated this trend, leading consumers to increasingly turn to online platforms and expediting the digital transformation of luxury fashion brands. However, in the post-pandemic era, physical stores still play a crucial role, leading brands to adopt an omnichannel strategy that integrates both online and offline channels. Luxury fashion brands place great emphasis on shaping their brand image, as the brand not only represents product quality but also embodies culture, history, and values. In other words, luxury fashion brands attract consumers not only through the products themselves but also through the lifestyle, values, and unique consumer experiences that the brand conveys. This makes the brand one of the most critical assets in the luxury industry. This study primarily explores how sensory experiences within brand experiences influence cognitive and emotional experiences from the perspective of omnichannel consumer experiences in luxury fashion brands, and further investigates the relationship between these experiences, brand image, and purchase intention to understand consumer behavior. Through an online platform, the study surveyed respondents who had previously purchased luxury fashion items, collecting a total of 254 valid questionnaires. The results indicate that sensory experiences significantly influence cognitive and affective experiences, and both cognitive and affective experiences further significantly impact brand image and purchase intention. This study confirms that in an omnichannel shopping environment, luxury fashion brands should not only focus on product quality but also invest in all aspects of brand experience to create a high-end image that consumers perceive as valuable, thereby enhancing purchase intention. The research not only explores the relationship between brand experience, brand image, and purchase intention in the context of omnichannel consumer experience, but also restructures the dimensions of brand experience within the S-O-R model. Additionally, it provides practical insights for luxury fashion brands in formulating omnichannel strategies.

Aaker, D. A. (2011). Building strong brands. Simon and schuster.
Abbott, L. (1955). Quality and competition: an essay in economic theory. Columbia University Press.
Ajzen, I. (1991). The Theory of planned behavior. Organizational Behavior and Human Decision Processes.
Amatulli, C., De Angelis, M., Sestino, A., & Guido, G. (2021). Omnichannel shopping experiences for fast fashion and luxury brands: An exploratory study. In Developing successful global strategies for marketing luxury brands (pp. 22-43). IGI Global.
Amer, S. M., Elshimy, A. A., & Abo El Ezz, M. E. S. M. (2023). The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands. Cogent Business & Management, 10(3), 2285026.
Amit Shankar, S. J. (2022). Investigating webrooming behavior: a case of Indian luxury consumers. Journal of Fashion Marketing and Management, 27.
Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective. Journal of Retailing and Consumer Services, 21(5), 773-779.
Andika, A., Yusrita, Y., Nugroho, J. P., & Hak, R. Z. (2024). Social media marketing dynamics and brand loyalty: A sequential mediation model in the Indonesian packaged drinking water industry. Jurnal Siasat Bisnis, 172-192.
Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything! Advances in luxury brand management, 43-57.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16, 74-94.
Beverland, M. (2004). Uncovering “theories‐in‐use”: building luxury wine brands. European journal of marketing, 38(3/4), 446-466.
Blom, A., Lange, F., & Hess Jr, R. L. (2017). Omnichannel-based promotions’ effects on purchase behavior and brand image. Journal of Retailing and Consumer Services, 39, 286-295.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
Brun, A., & Castelli, C. (2013). The nature of luxury: a consumer perspective. International Journal of Retail & Distribution Management, 41(11/12), 823-847. https://doi.org/10.1108/ijrdm-01-2013-0006
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT sloan management Review.
Cao, D., Meadows, M., & Ma, X. (2024). Thinking fast and slow: a revised SOR model for an empirical examination of impulse buying at a luxury fashion outlet. European journal of marketing, 58(1), 342-368. https://doi.org/10.1108/ejm-01-2022-0046
Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing management, 3(3), 8-19.
Chang, K.-C. (2015). How travel agency reputation creates recommendation behavior. Industrial Management & Data Systems, 115(2), 332-352. https://doi.org/10.1108/imds-09-2014-0265
Chen, H.-T., & Lin, Y.-T. (2018). A study of the relationships among sensory experience, emotion, and buying behavior in coffeehouse chains. Service Business, 12(3), 551-573. https://doi.org/10.1007/s11628-017-0354-5
Chin, W. (1999). Structural equation modeling analysis with small samples using partial least squares. Statistical Strategies for Samll Sample Research/Sage Publications.
Chung, K., Oh, K. W., & Kim, M. (2022). Cross-Channel Integration and Customer Experience in Omnichannel Retail Services. Service Science, 14(4), 307-317. https://doi.org/10.1287/serv.2022.0308
Cleff, T., Walter, N., & Xie, J. (2018). The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions. IUP Journal of Brand Management, 15(1).
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Cummins, S., Peltier, J. W., & Dixon, A. (2016). Omni-channel research framework in the context of personal selling and sales management: A review and research extensions. Journal of Research in Interactive Marketing, 10(1), 2-16.
Deloitte. (2019). Global Powers of Luxury Goods 2019.
Dobni, D. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17.
Erobathriek, A., Pangaribuan, C. H., Putra, O. P. B., & Hidayat, D. (2023). Do Social Media Marketing Activities Build Long-Term Relationships? An Empirical Study of Indonesian Cosmetic Brand on Gen Z. E3S Web of Conferences,
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & marketing, 20(2), 139-150.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Goraya, M. A. S., Zhu, J., Akram, M. S., Shareef, M. A., Malik, A., & Bhatti, Z. A. (2022). The impact of channel integration on consumers’ channel preferences: do showrooming and webrooming behaviors matter? Journal of Retailing and Consumer Services, 65, 102130.
Hair, J. F. (2009). Multivariate data analysis.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (pp. 277-319). Emerald Group Publishing Limited.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Holt, D. B. (1995). How consumers consume: A typology of consumption practices. Journal of consumer research, 22(1), 1-16.
Hsia, T.-L., Wu, J.-H., Xu, X., Li, Q., Peng, L., & Robinson, S. (2020). Omnichannel retailing: The role of situational involvement in facilitating consumer experiences. Information & Management, 57(8), 103390.
Hung, K. p., Huiling Chen, A., Peng, N., Hackley, C., Amy Tiwsakul, R., & Chou, C. l. (2011). Antecedents of luxury brand purchase intention. Journal of Product & Brand Management, 20(6), 457-467.
Husain, R., Paul, J., & Koles, B. (2022). The role of brand experience, brand resonance and brand trust in luxury consumption. Journal of Retailing and Consumer Services, 66, 102895. https://doi.org/10.1016/j.jretconser.2021.102895
Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18, 570-582.
Kahle, L. R., & Kim, C.-H. (2006). Creating images and the psychology of marketing communication. Psychology Press.
Kapferer, J.-N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands. Kogan page publishers.
Kapferer, J.-N., & Laurent, G. (2016). Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries. Journal of Business Research, 69(1), 332-340.
Karadag, G. M., & Erdogmus, I. E. (2020). Digitization of luxury fashion by building an omnichannel dream. In Managing customer experiences in an omnichannel world: Melody of online and offline environments in the customer journey (pp. 233-256). Emerald Publishing Limited.
Kauppinen-Räisänen, H., Mühlbacher, H., & Taishoff, M. (2020). Exploring consumers’ subjective shopping experiences in directly operated luxury brand stores. Journal of Retailing and Consumer Services, 57, 102251. https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102251
Keller, K. L. (1993). CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND EQUITY [Review]. Journal of Marketing, 57(1), 1-22. https://doi.org/10.2307/1252054
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kim, J. H. (2019). Imperative challenge for luxury brands Generation Y consumers' perceptions of luxury fashion brands' e-commerce sites. International Journal of Retail & Distribution Management, 47(2), 220-244. https://doi.org/10.1108/ijrdm-06-2017-0128
Kim, J. H., & Kim, M. (2020). Conceptualization and assessment of E-service quality for luxury brands. Service Industries Journal, 40(5), 436-470. https://doi.org/10.1080/02642069.2018.1517755
Kim, S., Choi, S., Park, G., & Lee, Y. (2021). Configurations of cognitive and affective responses forming customer attitudes toward a luxury brand. Journal of Global Scholars of Marketing Science, 31(4), 598-613. https://doi.org/10.1080/21639159.2020.1808826
Klein, J. F., Falk, T., Esch, F.-R., & Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761-5767. https://doi.org/10.1016/j.jbusres.2016.04.172
Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413. https://doi.org/10.1016/j.jbusres.2017.08.023
Koay, K. Y., Cheah, C. W., & Goon, S. W.-U. (2023). How do perceived social media marketing activities foster purchase intentions? A multiple sequential mediation model. Journal of Global Marketing, 36(3), 210-224.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53-72.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of consumer psychology, 22(3), 332-351.
Krosnick, J. A. (1991). Response strategies for coping with the cognitive demands of attitude measures in surveys. Applied cognitive psychology, 5(3), 213-236.
Kumar, D. (2022). Building Brands Digitally. In (pp. 206-222). IGI Global. https://doi.org/10.4018/978-1-6684-5844-0.ch010
Lazaris, C., & Vrechopoulos, A. (2014). From multichannel to “omnichannel” retailing: review of the literature and calls for research. 2nd International Conference on Contemporary Marketing Issues,(ICCMI),
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Levy, M., & Weitz, B. A. (2012). Retailing management. In: McGraw-Hill.
Lin, T.-L., & Ku, T.-H. (2018). Effects of luxury brand perceptions on brand attachment and purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan. South African Journal of Business Management, 49(1), 1-9.
Marshall, A. (1890). Principles of Economics.
Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: a total customer experience approach. Journal of consumer marketing, 23(7), 397-405.
Massi, M., Piancatelli, C., & Vocino, A. (2023). Authentic omnichannel: Providing consumers with a seamless brand experience through authenticity. Psychology and Marketing, 40(7), 1280-1298. https://doi.org/10.1002/mar.21815
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Massachusetts Institute of Technology.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business review, 85(2), 116.
Mu, W. H., Lennon, S. J., & Liu, W. Q. (2020). Top online luxury apparel and accessories retailers: what are they doing right? Fashion and Textiles, 7(1), Article 6. https://doi.org/10.1186/s40691-019-0197-x
Nam, C., Cho, K., & Kim, Y. D. (2021). Cross-cultural examination of apparel online purchase intention: SOR paradigm. Journal of Global Fashion Marketing, 12(1), 62-76.
Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders: A handbook, 97-146.
Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404-423. https://doi.org/10.1057/bm.2012.31
Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques. Springer.
Oliveira, M., & Fernandes, T. (2022). Luxury brands and social media: drivers and outcomes of consumer engagement on Instagram. Journal of Strategic Marketing, 30(4), 389-407. https://doi.org/10.1080/0965254x.2020.1777459
Pangarkar, A., Arora, V., & Shukla, Y. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 68, 103001. https://doi.org/10.1016/j.jretconser.2022.103001
Pine, B. J., & Gilmore, J. H. (2011). The experience economy. Harvard Business Press.
Plumeyer, A., Kottemann, P., Böger, D., & Decker, R. (2019). Measuring brand image: a systematic review, practical guidance, and future research directions. Review of Managerial Science, 13, 227-265.
Rahman, M. S., Bag, S., Hossain, M. A., Abdel Fattah, F. A. M., Gani, M. O., & Rana, N. P. (2023). The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement. Journal of Retailing and Consumer Services, 72, 103273. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103273
Rigby, D. (2011). The Future of Shopping. Harvard business review.
Robert, D., & John, R. (1982). Store atmosphere: an environmental psychology approach. Journal of retailing, 58(1), 34-57.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587-632). Springer.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Schwarz, N. (1999). Self-reports: How the questions shape the answers. American psychologist, 54(2), 93.
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398-1412. https://doi.org/10.1002/mar.21661
Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280-283. https://doi.org/10.1016/j.jbusres.2020.05.059
Silva, S. C., Silva, F. P., & Dias, J. C. (2024). Exploring omnichannel strategies: a path to improve customer experiences. International Journal of Retail & Distribution Management, 52(1), 62-88. https://doi.org/10.1108/ijrdm-03-2023-0198
Skard, S., Nysveen, H., & Pedersen, P. E. (2011). Brand and customer experience in service organizations: Literature review and brand experience construct validation.
The State of the Luxury Industry. (2018).
Stevens, J. (2002). Applied multivariate statistics for the social sciences (Vol. 4). Lawrence Erlbaum Associates Mahwah, NJ.
Swoboda, B., & Winters, A. (2021). Effects of the most useful offline-online and online-offline channel integration services for consumers. Decision Support Systems, 145, 113522. https://doi.org/10.1016/j.dss.2021.113522
TFR. (2019). The Fashion Pyramid of brands. https://fashionretail.blog/2019/03/11/the-fashion-pyramid-of-brands/
Turley, L. W., & Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior. Journal of Business Research, 49(2), 193-211. https://doi.org/10.1016/s0148-2963(99)00010-7
Veblen, T. (1899). The theory of the leisure class. Routledge.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901. https://doi.org/10.1016/j.jbusres.2019.09.022
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International journal of research in marketing, 24(2), 129-148.
Vickers, J. S., & Renand, F. (2003). The Marketing of Luxury Goods: An exploratory study – three conceptual dimensions. The Marketing Review, 3(4), 459-478. https://doi.org/10.1362/146934703771910071
Wang, Y., & Chen, H. (2021). Self-presentation and interactivity: luxury branding on social media [Article]. Journal of Product and Brand Management, 30(5), 656-670. https://doi.org/10.1108/jpbm-05-2019-2368
Weaver, G. D. (2023). The Power of Omni-Channel Luxury Marketing: Why It Matters Now More Than Ever. https://www.linkedin.com/pulse/power-omni-channel-luxury-marketing-why-matters-now-more-de-weaver/
Yang, Q., Hayat, N., Al Mamun, A., Makhbul, Z. K. M., & Zainol, N. R. (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. Plos one, 17(3), e0264899.
Yin, C.-C., Chiu, H.-C., Hsieh, Y.-C., & Kuo, C.-Y. (2022). How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior. Journal of Retailing and Consumer Services, 69, 103070. https://doi.org/10.1016/j.jretconser.2022.103070
Zhang, P., Chao, C.-W., Chiong, R., Hasan, N., Aljaroodi, H. M., & Tian, F. (2023). Effects of in-store live stream on consumers’ offline purchase intention. Journal of Retailing and Consumer Services, 72, 103262. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103262
Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2019). Generation Y consumer online repurchase intention in Bangkok Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail & Distribution Management, 48(1), 53-69. https://doi.org/10.1108/ijrdm-04-2018-0071
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117, 256-267. https://doi.org/10.1016/j.jbusres.2020.05.001