本研究主要藉由體驗模組(感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗)來探討消費者行為的改變。涉入是消費者行為研究中重要的變數之一。因此，本研究探討體驗行銷與消費者購買涉入之間關係的影響。另外，性別在消費者行為研究上往往是很多變數關係之間的干擾變數。本研究亦探討性別對體驗行銷與消費者購買涉入之間關係的影響。
本研究分析之資料，是以美髮店之顧客為資料來源，主要針對台北市、台中市、高雄市：連鎖美髮店、高級造型沙龍、傳統家庭理髮、快速剪髮店等美髮店之消費者採便利抽樣。本研究共計發放問卷826份，得到有效問卷597份。研究結果顯示，感官、情感、關聯體驗與消費者購買涉入間呈顯著正相關，思考、行動體驗與消費者購買涉入間呈顯著負相關。女性的行動體驗與購買涉入之關係強度顯著小於男性。女性的關聯體驗與購買涉入之關係強度顯著大於男性。最後，根據本研究之結果提出實務策略意涵以及後續之研究建議。
Since strategic experiential modules is aimed to affect consumer behavior through the experience of sense, feeling, think, action, and relation. Involvement is a critical determinant of consumer behavior. The purpose of this thesis is to investigate the possible impact of experiential marketing on consumer purchase involvement. Many scholars show that gender is the moderation effect on consumer behavior. Besides, this thesis will discuss the moderation effect of gender on the relationship between experiential marketing and consumer purchase involvement.
The data source of this thesis is the customers from hair salon. 826 structured questionnaires are distributed to the customers of the chain store hair salon, advanced styling hair salon, traditional family barber, and quick haircut shop of Taipei City, Taichung City, and Kaohsiung City through a convenience sampling technique. 597 completed questionnaires were returned. The results show that sense, feeling, think, action, and relation experiential marketing have different correlated with consumer purchase involvement. Gender has different effect to the relationship between experiential marketing and consumer purchase involvement. Finally, the theoretical and practical implications of this study and future research suggestions are discussed.
