在體驗行銷的消費方式日漸趨於普遍的情況下，衝動性購買行為更加顯著，因此，如何提高消費者的衝動性購買行為為企業進行體驗行銷的主軸，而內外控人格特質的人將如何影響消費者做出購買決定，本研究問題是探討體驗行銷、衝動性購買與內外控人格特質之關係。
本研究以服飾店消費者為對象，以結構式實體問卷為資料蒐集工具，問卷對象主要是以中國文化大學商學院的學生為抽樣對象，包含大學部、推廣部及研究所的學生。共發出300份問卷。研究結果顯示，體驗行銷與衝動性購買呈正相關。外控人格特質對於體驗行銷與衝動性購買關係有正向干擾效果。
Increasingly tends to be a common Experiential Marketing ,consumer impulse buying is more significant, therefore, how to improve the consumer impulse buying For experiential marketing spindle of enterprise .The Moderating Effects of Locus control will affect how consumer purchase decisions, the problem is to explore expe-riential marketing, impulse buying, with The Moderating Effects of Locus control
In this study, the research object are consumers of clothing store by distributed structured questionnaires. The research interviewers were based on the students of Chinese Culture University and School of Continue Education. This research has de-livered 400 questionnaires. The research results show that experiential marketing is positively related to impulse buying. As to the changing moderating factors, obvi-ously the external locus of control moderates the relationship between experiential marketing and impulse buying. The moderating effect is positively related.
