在傳統的經濟學市場中，供給與需求是由市場所決定，然而隨著時代的演變，資訊傳播的普及與時間、空間的改變，造就體驗經濟的來臨。企業在面對市場轉換時，已由原本的規模經濟到範疇經濟演進到體驗經濟的時代。
本研究主要目的是運用理學領域的理性行為理論(TRA)，並加入消費體驗、代言人與品牌可信度、口碑等影響消費者訊息接受強弱之構面進行探討；最後加入促銷構面並以其為干擾項，探討其對購買意圖之影響。
本研究運用對影響購買行為為因素的研究，設計個別影響因素的指標系統，並建構出調查問卷。運用配額抽樣方法，以全台灣為母體並以性別及年齡做為抽樣的對象以探討本研究之購買意圖。共計發放350 份問卷，回收問卷數達350份回收率100%，並再回收後觀察問卷填寫是否完整，有無遺漏值並予以剔除之，共計可使用問卷答300 份，有效率回收達85%。
本研究並以線性結構模式進行分實證研究，並驗證本研究所提出之各項假設，歸納出下列結論與建議。
一、在消費者購買健康食品時，消費體驗對購買態度有正顯著影響。
二、口碑對主觀規範有正顯著影響。
三、購買態度與主觀規範對購買意圖有正顯著影響。
四、加入了促銷的干擾項，對於購買意圖對購買行為之間的影響就不顯著。
最後，本研究針對量化實證分析的結果，提出了一些對企業進行推廣策略時可探討的結論與建議。並在後續研究者未來的研究中，可透過促銷的干擾效果與問卷填寫者之購買族群與購買時點加以延伸。本研究所得出的結論，對於未來類似領域的研究，具有相當程度的參考與借鏡的附加價值。

In traditional economics, supply and demand is determined by the market, with the involvement of time changes, dissemination of information in changes of time and space create experience to the economy. Market transformations shift enterprises from economies of scale to economies of scope. This is becoming the evolution of the experience economy.
Theory of Reasoned Action (TRA) is the to buy attitude, subjective norm and purchase intention etc., as well as the institute's consumer experience, spokesperson and brand credibility, reputation and other dimensions. Finally, interference of promotional items are added to see the impact on purchase intention.
This study is with this purpose, a sample of 300 sex and age to Taiwain area. And the data analyzed using structural equation modeling, according to statistical analysis, several conclusions are summarized:
1. Consumer experience has a positive attitude on the purchase of significant impact.
2. Word of mouth on a positive significant effect on subjective norms.
3. Purchase attitude and subjective norm on purchase intentions are significantly affected.
4. Secondly, the added interference of promotional items, for the purchase intention impact on the purchasing behavior is not significant between.
The analysis for the quantitative result show a number of strategies to promote the enterprise are discussed with conclusions and recommendations. Future researchers can analyze the promotion of the interference effect of the purchase group questionnaires by the difference time. The conclusion of this study has a considerable degree of reference that is helpful for similar research fields in the future.

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