體驗行銷、口碑影響力與購買決策間的關聯在管理實務上日益受到重視。有別於以往僅討論體驗行銷對購買決策的影響或口碑對購買決策的影響，本研究試圖進一步釐清，體驗行銷、口碑所直接影響消費者購買決策的部份，並在衡量時加入中介變數生活型態，以增加研究結果的精確性。 再者，經由文獻探討發現，以往研究已證實體驗行銷、口碑影響力、生活型態分別與購買決策有正向的關連，但尚乏整體性的探討。因此，本研究同時考量企業在體驗行銷上的具體作為及口碑影響力，試圖瞭解與購買決策間的關聯，以及進一步探討加入生活型態後的影響，俾提供管理實務上的應用參考。 研究結果一方面支持體驗行銷及口碑影響力與購買決策間存在顯著的正向影響；二則體驗行銷及口碑影響力與購買決策間存在顯著的正向影響並且在加入生活型態為中介變項後有更顯著的影響。 最後，本研究建議：企業應同時致力於制訂不同生活型態的體驗行銷策略，及強化口碑影響力，使消費者的購買決策受到正向的影響進而使滿意度提昇。 Management practice is paying more attention to the relationship between experiential marketing, customer satisfaction, and purchase decision. As opposed to past study of impact experiential marketing or customer satisfaction has on purchase decision, the study tries to further clarify the direct impact experiential marketing and customer satisfaction has on purchase decision. Meanwhile, moderating variables such as lifestyle are included in the evaluation to improve accuracy of study results. In addition, study of literature has revealed that past studies have confirmed the positive impact experiential marketing, customer satisfaction, and lifestyle have on purchase decision. However, a comprehensive study has not been conducted. As a result, the study takes into account both businesses' actions in experiential marketing and customer satisfaction's impact in an effort to understand their relationship with purchase decision. Moreover, the impact lifestyle has is included the study in order to provide management practice with insight. Study results uphold the obvious positive impact experiential marketing and customer satisfaction has on purchase decision. Meantime, the impact is reinforced by the inclusion of lifestyle as a moderating variable. Last, the study suggests that businesses should at the same time endeavor to draw up experiential marketing strategies targeting different lifestyles and enhance the impact customer satisfaction has in order to positively impact consumers' purchase decision that leads to increased satisfaction.
