體驗行銷是目前各產業最新穎、最關鍵的行銷趨勢之一，許多公司已由傳統特色及利益(features and benefits)的行銷導向轉而為他們的顧客創造體驗感覺。另一方面，大專院校面對教育改革及大學鬆綁的競爭壓力，開始面對招生問題。學校必須向企業看齊，善用各項行銷策略來提升競爭優勢並創造整體利益。本研究即在建立一個可運用於教育界的體驗行銷及消費行為的理論模式。
　　本研究的第一個目的為整合相關文獻並建立一個體驗行銷模型。第二個目的在於利用問卷研究來對大學運用體驗行銷做實證研究。本研究設計一份66題的問卷、收集了491個有效樣本並運用描述統計、典型相關分析及迴歸分析來驗證本研究假設。
　　實證結果發現在模式中的行銷策略與體驗行銷知覺、服務品質有顯著的互動關係；體驗行銷知覺、服務品質對顧客滿意有正向影響；服務品質對行為意圖有正向影響；以及顧客滿意對行為意圖有正向影響。

　Experiential marketing is one of the newest and most important marketing trends in a variety of markets and industries(consumer, service, technology and industrial). Many companies have moved away from traditional features-and-benefits marketing toward creating experiences for their customers. At the same time, because of the revolution of the education and the competition among schools, colleges are now facing the difficulties of enrolling students. The schools have to apply marketing strategies well to promote its competitive advantages and to maximize its overall benefits. Therefore, it’s important that we build a theoretical model to integrate the relationship between experiential marketing and consumption behavior.

　The first purpose of this study is to develop a comprehensive research model of the experiential marketing through integrating relevant literature. The second purpose of this study is to empirically test the research model through conducting questionnaire survey in the area of education service industries. This study used a 66-item survey questionnaire to collect 491 valid data adapting descriptive statistics, factor analysis, canonical correlation analysis and regression analysis to verify the hypotheses that were presented in this study.

　The results of this study indicate that there are significant and positive correlations between most factors of marketing strategy, experiential perception and perceived service quality. We also discover that the experiential perception and perceived service quality tend to significantly impact on satisfaction, which had positive influence on behavior intention.

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