打造引人入勝的顧客體驗已成為企業提升競爭力與擴大市占之關鍵策略。儘管既有研究普遍將顧客體驗視為多構面概念，在「線上顧客體驗」脈絡中的實證檢證仍相對不足。為補此缺口，本文檢驗四項關鍵線上顧客體驗構面（資訊性、娛樂性、社會臨場感與感官吸引力）對顧客－品牌認同（customer-brand identification, CBI）之影響；並將產品類型（搜尋品與經驗品）納入為調節變數，以探討不同產品類別下各體驗構面對CBI影響之差異。<br>本研究以Apple iPhone消費者為對象實施線上問卷調查，回收300份有效樣本。結構方程模式分析結果顯示：資訊性、社會臨場感與感官吸引力正向影響CBI。此外，四個體驗構面在經驗品情境下對CBI的影響均強於搜尋品。本文之貢獻兼具理論與管理意涵：在理論面，釐清線上顧客體驗形塑品牌認同之機制，並證實其效果隨產品類型而異；在管理面，本研究指出強化資訊提供、社會臨場設計與感官刺激可有效提升CBI與品牌忠誠，且於經驗品情境下之效果尤為顯著。

Creating compelling customer experiences has become a critica strategy for firms seeking to enhance competitiveness and expand market share. Although prior literature has recognized customer experience as a multidimensional construct, empirical investigations remain limited, especially within the context of online customer experience. Addressing this gap, the present study examines the effects of four key dimensions of online customer experience, namely informativeness, entertainment, social presence, and sensory appeal, on customer-brand identification (CBI). Moreover, this study incorporates product type (i.e., search goods vs. experience goods) as a moderating variable to assess category-based differences in how experiential dimensions affect CBI. <br>Based on 300 valid responses collected from an online survey of Apple iPhone consumers, structural equation modeling results reveal that informativeness, social presence, and sensory appeal exert significant positive effects on CBI. Furthermore, the impacts of all four experiential dimensions on CBI are amplified in the context of experience goods relative to search goods. The current study offers both theoretical and managerial contributions. Theoretically, it clarifies how online customer experience shapes brand identification and demonstrates that this effect differs across product types. Managerially, it highlights that enhancing informativeness, social presence, and sensory design is particularly effective in strengthening CBI and loyalty, especially for experience goods.