隨著體驗經濟時代的來臨，消費者在消費時除了重視產品性能或服務效益外，亦同時重視能否從消費過程中獲得新鮮、愉悅的感受。消費者經由購買產品及接觸服務所獲得的體驗，可顯著地提升其顧客價值。本研究以體驗行銷為自變項，探討體驗行銷與口碑之間的關係，並透過體驗價值為中介變項，經由間接文獻之引用與邏輯之推理，對其關係進一步的釐清與說明。
本研究問卷發於方式為親至「Apple Center」及請店內銷售人員發放問卷，以具有「Apple Center」消費體驗之消費者為對象發放問卷，總共發放了280份問卷，回收235份有效問卷，有效回收率為83.93%。而後將所得之資料以敘述性統計分析、驗證性因素分析、Cronbach’α信度分析、相關分析及線性結構模式以驗證本研究所提之假設。
本研究分析結果顯示，體驗行銷之情感體驗對口碑具有正向關係，而感官體驗、思考體驗、行動體驗及關聯體驗，則無顯著關係；感官體驗、行動體驗與關聯體驗對體驗價值亦有正向關係；且體驗價值對口碑有顯著的正向關係。
Except the product performance or the service benefit, customers gradually pay attention to obtain the joyful and freshly feeling from the expense activity, because of the experience economical approach. Therefore, sell by the perceptual experience to at-tract consumers will be the future tendency. Moving beyond commodities, goods, and services to being in the business of staging experiences greatly increases the value ren-dered to customers.The research takes experiential marketing as an independent vari-able to explore the relationships between experiential marketing and word of mouth. Through the intervening function on experiential value, we can clarify further the rela-tionship between two variables.
The research data is collected by questionnaires, which completed by customers who had experience consuming in Apple Center. Totally distributing 280 questionnaires for survey. After deducting the invalid questionnaires, 380 completed questionnaires were returned, total response rate is 83.93%.The data analysis adapted descriptive sta-tistics, confirmatory factor analysis, reliability analysis, correlation analysis and LISREL analysis to verify the hypotheses that were presented in this study.
On the one hand the research results indicate that feel experience is positively re-lated to word-of-mouth. But the sense, think, act, relate experience and word-of-mouth don’t have conspicuous relationships. And on the other hand the sense, act and relate experience are positively related to experiential value. The result showed that experien-tial value is related to word of mouth positively.
