品牌體驗是消費者透過接觸品牌相關刺激互動過程後，產生的內在心理歷程形塑。本研究之目的為驗證品牌體驗形塑的過程；本研究調查台北花博的遊客以回答兩個問題：(1) 服務設計對品牌體驗之影響為何？與 (2) 品牌體驗對體驗價值與滿意度之影響為何？本研究利用問卷調查法蒐集問卷 536 份，並以結構方程模式驗證七個研究假設。結果顯示透過主題體驗的規劃設計、使用者導向的服務設計及服務人員的接觸訓練可增強消費者品牌體驗。相較於之前的研究，本研究呈現了服務設計所引發的品牌體驗、體驗價值與消費者滿意度的心理歷程；此外，本研究結果亦可供博覽會主辦單位於服務設計時的參考。 Brand experiences are formed and shaped through a subjective mental process that comes from the interactions of consumers and the brand-related stimuli. The objective of this study is to investigate the formulation process of brand experiences and the consequences of the experiences. This research conducted a survey on the visitors of Taipei International Flora Exposition to explore two unresolved issues: (1) the influences of service design on brand experiences, and (2) the impacts of brand experiences on the value of experiences as well as satisfactions with the experiences. The present study obtained five-hundred and thirty-six effective responses, and utilized structural equation modeling to test seven research hypotheses. The results show that service design that incorporated with well-designed theme experiences, service personnel training, and customer-oriented arrangements can positively enhance brand experiences. Compared with previous studies, this research presented the intermediate process among service design, brand experiences, the value of experiences, and satisfactions. The research findings can also help expositions organizers to enhance the effectiveness of service design.