This study was conducted to investigate male and female customers’ experiences of visiting Eslite’s stores, buying Eslite’s commodities and explore what kind of activities male and female would like to participate. However, there are still some limitations in this study and are addressed as follows.First, in this research were only eighty people offer their perspectives about Eslite, moreover, this study does not involve interview, Thus, the result of this research was hard to be precise.Second, the most of participants were female. There was only one third of male providing their viewpoints, therefore, this might make the research unreliable.Third, in eighty questionnaires, there were fourteen questionnaires invalid because some people had not buyed Eslite’s items before or even known the brand.