本文旨在建構並驗證體驗行銷、消費情緒、購買意願之關係模式。本文以立意抽樣 之方式，選擇彰化縣鹿港鎮台灣玻璃博物館遊客做為研究對象，共計回收544份有效問 卷，資料分析方法運用驗證性因素分析與結構方程模式等統計進行分析。研究結果顯示： (1)體驗行銷感受正向且顯著影響購買意願;(2)體驗行銷感受正向且顯著影響消費情緒； (3)消費情緒對於購買意願的預測力未達顯著水準；（4)消費情緒對體驗行銷感受與購買 意願之關係不具有顯著之中介效果。本文亦提出若干管理意涵與未來研究方向之建議。

The purpose of this study was to construct and examine the nature of relationships among experiential marketing, shopping emotion, and purchase intention. A total of 544 usable structured questionnaires were collected from tourists of the Taiwan glass museum in Changhua City, Taiwan using purposive sampling. Data was analyzed by confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results indicated the following: (1) experiential marketing has a positive and significant effect on purchase intention; (2) experiential marketing has a positive and significant effect on shopping emotion; (3) shopping emotion can，t predict purchase intention; (4) shopping emotion can，t mediate the relationship between experiential marketing and purchase intention. Managerial implications are discussed and future research directions are proposed in this study as well.