| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 105 === With the evolution of marketing concepts, experiential marketing has become mainstream and it affects the behavior of consumers, The first objective of this study is to investigate if experiential marketing is related to impulsive buying, Extant liter-ature shows that 90 percent of consumers have had the experience of impulsive buy-ing. Thus, impulsive buying is one of the common consumer buying behaviors. In ad-dition, promotional activities has become one of the commonly-used marketing strategies especially during economic downturns. Therefore, the second objective of this study is to understand if promotional activities can strengthen the relationship between experiential marketing and impulsive buying.
This study is conducted through a structured questionnaire. The sampling targets were students from The Chinese Culture University and Jinwen University of Sci-ence Technology. To facilitate data collection, 500 questionnaires were disseminated and collected. After eliminating 61 invalid questionnaires, the total number of valid questionnaires is 439, resulting in a 87.8% response rate. The result shows that there is a significant positive correlation between experiential marketing and impulsive buying, while holding consumer value constant. However, the promotional activities do not significantly affect the relationship between experiential marketing and impul-sive buying. The article concludes with management implications of the study and recommendations for future research based on the result.
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