現在已進入體驗經濟的時代，未來企業的行銷策略注重的方式將注重在如何建立消費者體驗上。Kotler (2011)認為消費者將更注重品牌、企業是否能提供一種消費價值，真正感動他們內心深處，而不再只是滿足需求的服務與產品。透過「體驗」使消費者在購買決策時，產生感官上的刺激，並提高對企業或品牌的認同與滿足，是體驗經濟的價值所在。
品牌形象是大眾了解企業最直接的識別，也在購物決策中是重要的角色之一，正面的品牌形象有助於使消費者購買決策中之風險降低，使消費者更容易做出購物的決定，因為企業創造出的良好的品牌形象會使消費者感到安心和安全。「體驗行銷」與「品牌形象」在競爭市場上，皆可為企業與其競爭對手展現差異性，也成為體驗經濟時代重要的元素之一。
本研究欲探討體驗行銷、品牌形象與其他構面之間的關係，現今企業在體驗行銷策略與品牌形象的經營下，對於消費大眾的知覺價值與衝動性購買行為之影響為何，研究結果以期提供企業制定行銷策略之參考或調整。本研究發放結構式問卷，有效問卷共351份，各題項透過信效度分析後，並以迴歸分析進行資料分析，研究結果如下：
一、體驗行銷對於知覺價值、衝動性購買行為具正向影響關係。
二、品牌形象對知覺價值、衝動性購買行為具正向影響關係。
三、知覺價值對衝動性購買行為具正向影響關係。
四、知覺價值在體驗行銷與衝動性購買行為間具有中介效果。
五、知覺價值在品牌形象與衝動性購買行為間具有中介效果。

The Experience Economy has been one of the major sales strategies in the twenty-first century, so the overall further marketing methods will focus on consumers’ experience.
Brand image is also one of the elements that consumers value. Impulsive buying leads consumers make an unplanned purchases while customers are experiencing such sudden spur, and this action takes place in the buying behaviors. Hence, it is important to cooperates to consider this behavior into their marketing strategies.
The purpose of this study is to figure the relationship between experience marketing, brand image, perceived value, and impulse buying , and to discuss what the effects are to customers when companies use difference marketing strategies.
The results show that : The Experience Marketing has positive correlation with perceived value and impulse buying, Brand image has positive correlation with perceived value and impulse buying, Perceived value has positive correlation with impulsive buying, Perceive value plays a mediating role between the Experience Marketing and impulsive buying, Perceived value plays a mediating role between brand image and impulse buying.
Key words: Experiential Marketing , Brand Image , Perceived Value , Impulse Buying

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