本研究以台北國際自行車展覽會進行研究,並以622名顧客為研究對象進行調查,獲得有效問卷602份,回收率良好,達95.0%。研究之主要目的在探討會員對該展覽體驗行銷、體驗價值與購買意願之關係,使用SPSS12.0套裝軟題運算,透過描述統計、t檢定、單因子變異數分析、迴歸及階層迴歸分析等方式進行分析,研究結果發現:一、不同人口統計變項之展覽顧客體驗行銷之差異性比較,在性別、年齡、教育程度、平均月收入等面向達到顯著差異;二、不同人口統計變項之展覽顧客體驗價值之差異性比較在年齡、教育程度及平均月收入等面向達到顯著差異;三、參觀展覽之顧客在體驗行銷與體驗價值存有顯著的正相關;四、體驗行銷各構面對購買意願具有相當顯著的正向影響。
The subject of this study is Taipei International Cycle Show and questionnaires were answered by the customers of the Taipei International Cycle Show. Among the 622 mailed questionnaires, 602 were valid, resulting a 95% response rate, which was high. The purpose of this study was to explore the relationship between the involvement and satisfaction of the customers in Taipei International Cycle Show. Reserch tools were analyzed by SPSS12 software package. Through descrpitive statistics, t-statistics, one-way ANOVA, regression analysis and heierartical regression analysis, the results we find are as follows: 1. For the degrees of experiential marketing between the customers with different demographic variables, the significant differences only appear on sex, age, level of education, and monthly income. 2. For the degrees of experiential value between the customers with different demographic variables, the significant differences only appear on age, level of education, and monthly income.3. There exists a positive relationship between experiential marketing and experiential marketing of the customers of Taipei International Cycle Show. 4. Experiential marketing has significant positive effect on purchase intensions.