隨著時代的轉變，體驗行銷已是現今行銷趨勢之一，其將有形的產品與無形的服務相結合，使品牌直接走入消費者的心裡與生活裡，給消費者一個真正的渴望。衝動性購買是一種強烈的非計劃性購買，在做購買決策時易受到強烈的情感刺激影響，且外在環境的刺激、情境因素與個人因素對衝動性購買產生影響。而以行銷角度來說，品牌人格是品牌成功的關鍵性角色之一，且擁有長久的穩定性，其中Doyle (1990)認為品牌人格可以使消費者提升對品牌的瞭解程度，並發覺與自己相似度較高的品牌，進而產生購買慾望。本研究係探討：體驗行銷與衝動性購買之關係；品牌人格是否會干擾，體驗行銷與衝動性購買的關係。
本研究以結構式問卷，以中國文化大學學生、景文科技大學學生為主要抽樣對象，採自我管理方式的問卷調查法，以便利抽樣蒐集資料。共計發出500份問卷，回收500份，排除61份無效問卷，有效問卷共439份，回收率為87.8%。結果顯示，在控制消費者價值觀的情況下，體驗行銷與衝動性購買呈顯著正相關；而品牌人格構面僅健康與上流兩構面會顯著正向干擾體驗行銷與衝動性購買之關係。最後，根據研究結果，提出管理意涵與未來研究建議。
Experiential marketing is one of the mainstreams marketing practices now aday. It integrate visible and invisible aspects of products (including goods an services), and makes brand an integral part of consumers’ mind and lives because it create a desire of consumers. Impulsive buying is an extreme form of unplanned purchase. It is strongly influenced by emotional, environmental, situational, and personal factors. Brand per-sonality is a key and stable factor to brand success, and helps consumers understand the associated brand. The purposes of this study are to investage the relationship between experiential marketing and impulsive buying, and the moderating effects of brand personality on the above-mentioned relationship.
Using the students of Chinese Culture University and Jinwen University of Sci-ence and Technology as data sources, structured questionnaires were distributed in a self-administration manner with convenient sampling method. Five hundred question-naires were distributed, and 439 valid questionnaires were returned. The response rate is 87.8%. The results shows that while the effect of consumer values, self-monitoring, and situational factor are controlled, experiential marketing is positively related to im-pulsive buying. Only two types of brand personality, health and upper-class, positively moderates the above-mentioned relationship. Managerial implications and future re-search are proposed.
