現今消費者的消費環境與型態的改變，使得產品的生命週期越來越短，消費者購買商品時有著越來越多的感性面存在，理性的一面反而越來越少，而衝動性購買正是一種有著高度感性面的一種消費型態，與消費者的思考與行為有關，處於一種自發性地、及強而有力的情況下，讓消費者沒有辦法抗拒購買的意願，都可歸類於衝動性購買。除此之外，現在的消費者也越來越重視消費時所得到不一樣的體驗，且在心中能留下獨特的印象。體驗行銷是讓消費者在心中留下印象且感到獨特。故本研究就是在探討體驗行銷與衝動性購買間的關係。之前的學者對體驗行銷與衝動性購買之間的關係有提出過類似的議題，內容為兩個變數間有較強烈的關係，但未針對A/B型人格特質做研究，故本研究將針對A/B型人格對於體驗行銷與衝動性購買之間的干擾效果去做探討。本研究抽樣對象為中國文化大學之學生。資料收集工具為結構式問卷，抽樣方法為便利抽樣。本研究發放兩百五十份問卷，回收率達八成，有效問卷為兩百份。
Background and motivation of this assessment is to study the change of current consumption environment and patterns, which effects the product life cycle becoming shorter.
Nowadays when consumers buying goods, their sensual side of mind usually in-fluent more than their rational side, and so the impulse buying was developed. impulse buying can be known as one of the most highly degree of pattern which involve a lot of sensual emotions. impulse buying is relate to consumers’ mental and buying behavior, it is like a kind of controlling force, which motivating consumers to purchase goods in a very strong spontaneously way, the willingness that let consumers cannot resist their desire of purchasing. But else, many consumers are more value the felling and emotional experience while shopping their needs, therefore experimental marketing was developed. The aim of this case study is to research and study the different between impulse buying and experiential marketing. From the past reference and others’ literature, we can only know these two has been compared in theoretically, but have not been study and research between these Type A/B Personality directly.I use surveying methodology for this study, the questionnaire was design and conducted at the begging of this assessment; the researcher of this survey were based on the students of Chinese Culture University. I sent out 250 copies of questionnaires, with 80% of reply ratio which means effective data is 200 copies; the result of this research is successful.
