隨著香水業的發展，人們對香水的需求與日俱增，香水不再是女人的專利，全台有超過半數的男生有一瓶以上的香水。近年來，行銷方式以朝多元化的發展，而現在的消費者對購物的品質也日益增加，根據過去文獻的探討，體驗行銷和情緒能刺激消費者的購買意願，也就是他們的行為意向。因此，本研究藉由對香水專櫃的體驗，來探討體驗行銷、情緒和行為意向三者之間的關係。
本研究以問卷調查來進行研究，主要參考文獻有Schmitt (1999)所提出的體驗行銷，Richins (1997)所提出的消費情緒，Boulding et al. (1993)、Tsai (2005)和Tang (2006)所提出的行為意向等文獻，另外，加上人口統計變數來分析。再者，本研究採用統計分析方法來檢定所探討的假設及相互影響關係，其統計分法包括：樣本描述性分析、信效度分析、因素分析、變異數分析、相關分析和路徑分析。
結果顯示，因素分析重新歸納了四個體驗行銷因子（感官、情感、思考、關聯）、二種情緒（正面、負面），以及一個行為意向；而變異數分析的結果表示，性別、婚姻狀狀況、年齡、教育程度、職業、每月平均收入（零用錢）和居住地區等因素，對於體驗行銷、情緒與行為意向或多或少是有影響的，其中以職業最具有影響力。此外，相關的結果指出，各變項間都達顯著的相關，只有思考體驗對於正面情緒是無顯著性的相關。最後，徑路分析的結果也驗證了體驗行銷、情緒與行為意向之間只有少部份是沒有關係存在。

With the development of perfume industries, people have increased the demand for perfume; also, perfume is not designed for women. Approximately 55% males in Taiwan have more than one bottle of perfume. In recent years, the ways of marketing is getting diversified, and consumers now want more from the quality of purchase. Lots of literatures support that experiential marketing and emotion can stimulate consumers’ purchase intention, namely, their behavioral intention. The purpose of the study is to explore the relationship among experiential marketing, emotion, and behavioral intention through the experience of perfume counters (Chanel, Anna Sui, and CK).
In the study, the questionnaire was collected. Those participants are 483 consumers who have been to or actually bought perfume at stores in Taichung. Furthermore, the study used statistical analysis to investigate its hypotheses, including sample descriptive statistics, reliability and validity analysis, factor analysis, correlation analysis, analysis of variance, and path analysis. The results showed that factor analysis re-identified factors for experiential marketing (sense, feel, think, and relate), emotion (positive and negative), and behavioral intention. Especially, position has the highest influence on three variables. Most variables show a clear relationship; only a quite low correlation exists between think experience and positive emotion. Meanwhile, only few of hypotheses do not exist in the path analysis.

TABLE OF CONTENTS
ABSTRACT………………………………………………………………………………..….I
ACKNOWLEDGEMENTS…………………………………………………………………III
TABLE OF CONTENTS……………………………….………………………………...…IV
LIST OF TABLES…………………………………………………………………………...VI
LIST OF FIGURES…………………………………..…….……………….……………. VIII
CHAPTER ONE INTRODUCTION
Research Background and Motivation…………………………………………………....1
Research Questions……………………………………………………………………….3
Purposes of the Study………………………………………………………….…….……4
Procedures of the Study………………………………………………………….….……4
CHAPTER TWO LITERATURE REVIEW
Introduction of Three Counters……………………………………………………...……6
Experiential Marketing…………………………………………………………………...9
Emotion………………………………………………………………………………….17
Behavioral Intention……………………………………………………………………..22
CHAPTER THREE METHODOLOGY
Research Framework……………………………………………………………….……26
Hypotheses………………………………………………………………………………27
Operational Definitions and Measurements……………………………………………..29
Research Subject……………………………………...…………………………………31
Survey Instruments……………………………………………………………...………32
Analysis Method…………………………………………………………………….…..38
CHAPTER FOUR DATA ANALYSIS
Sample Descriptive Statistics……………………………………………………………40
Reliability and Validity Analysis……………………………………………………...…47
Factor Analysis…………………………………………………………………………..50
Analysis of Variance………………………………………………………………….…60
Correlation Analysis…………………………………………………………………..…62
Path Analysis…………………………………………………………………………….64
CHAPTER FIVE CONCLUSIONS
Discussion……………………………………………………………………………….76
Marketing Managerial Implications………………………………………………..……81
Limitations and Future Research………………………………………………………..82
REFERENCES………………………………………………………………………………84
APPENDIX………………………………………………………………………………......91


LIST OF TABLES
Table 1.1 The Target Market of Perfume in Taiwan…………………………………………2
Table 2.1 Distinction of Economic Evolution………………………………………………10
Table 2.2 Types and Form of ExPros………………………………………………...……..16
Table 2.3 Definitions of Emotion…………………………………………………..……….18
Table 2.4 Izard’s (1977) Classifications of DES……………………………………………21
Table 2.5 The Measuring Facets of Parasuraman et al. (1996)……………………………..24
Table 3.1 The Operational Definitions of Each Variable……………………………...……30
Table 3.2 Items of the Questionnaire………………………….……………………………34
Table 3.3 Reliability Analysis of Pretest……………………………………………………37
Table 4.1 Response Rate of Participants……………………………………………………41
Table 4.2 Frequency Distribution of 483 Samples………………………………………….41
Table 4.3 Descriptive Analysis of Experiential Marketing…………………………………44
Table 4.4 Descriptive Analysis of Emotion…………………………………………………46
Table 4.5 Descriptive Analysis of Behavioral Intention……………………………………47
Table 4.6 Reliability Analysis………………………………………………………………48
Table 4.7 Construct Validity of Each Variable……………………………………………...49
Table 4.8 KMO and Bartlett’s Test Sphericity……………………………………………...52
Table 4.9 Factors Extracted for Three Variables……………………………………...…… 53
Table 4.10 Rotated Component Matrix of Experiential Marketing………………………...55
Table 4.11 Rotated Component Matrix of Emotion……………………………………..….57
Table 4.12 Component Matrix of Behavioral Intention………………………………..…...58
Table 4.13 Testification for Demographics vs. Experiential Marketing……………………61
Table 4.14 Testification for Demographics vs. Emotion……………………………….…...62
Table 4.15 Testification for Demographics vs. Behavioral Intention………………………62
Table 4.16 Pearson’s Correlation Coefficient…………………………………………...….63
Table 4.17 Correlations of Each Variable……………………………………………….….64
Table 4.18 Summary of Path Analysis for Structural Equation Model 1………………..….67
Table 4.19 Summary of Path Analysis for Structural Equation Model 2………………..….69
Table 4.20 Summary of Path Analysis for Structural Equation Model 3…………….….….71
Table 4.21 Summary of Path Analysis for Structural Equation Model 4………………..….73
Table 5.1 Outcome of Hypotheses…………………………………………………….……77






LIST OF FIGURES
Figure 1.1 Flow Chart of the Study………………………………………………..………...5
Figure 2.1 The Experiential Grid………………………………………………..………….17
Figure 3.1 Research Framework……………………………………………………………27
Figure 4.1 Revised Model for Relationship among Three Variables…………………….…60
Figure 4.2 Input Path Diagram of Hypotheses 1, 2, and 3……………………………..…...66
Figure 4.3 Output Path Diagram of Structural Equation Model 1…………………….……68
Figure 4.4 Output Path Diagram of Structural Equation Model 2………………….………70
Figure 4.5 Output Path Diagram of Structural Equation Model 3…………………….……72
Figure 4.6 Output Path Diagram of Structural Equation Model 4………………………….74
Figure 4.7 Output Path Diagram of Hypotheses 1, 2, and 3…………………………..……75

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