The purpose of this study was to re-examine the experiential value in the context of the consumption of innovative consumer technology products. Specifically, we tested Mathwick, Malhotra and Rigdon's (2001) multi-dimensions of experiential value for innovative technology products and
examined how different dimensions of experiential value influence brand loyalty toward technology products. Both exploratory and confirmatory analyses were conducted to evaluate the multi-dimensional value model with a sample of 284 U.S. respondents collected through an online marketing research
firm. The results of this study revealed that consumers' perceived experiential value for the consumption of innovative technology products had four distinctive dimensions: aesthetics, playfulness, efficiency and economic value. Also, the results demonstrated the significant impact of value
dimensions on brand loyalty. Considering little research has explored different dimensions of experiential value derived from consuming technology products, this study provides a new perspective to the phenomenon of consumption experience with innovative technology products. By understanding
multiple dimensions of experiential value, marketers can develop and reinforce marketing programs to increase their customers' brand loyalty and ultimately to achieve competitive advantages in the market.