葡萄酒的行銷已經從廣告及經銷商接觸的模式，推展至與終端消費者的直接互動，葡萄酒展就是一個很具體地對潛在消費者深入行銷的機會。本研究嘗試延續相關研究，進一步以葡萄酒行銷的角度出發，以體驗行銷理論探討酒展中影響消費者購買意願的因素。本研究以台中東海大學2009年舉辦之「冬．城市飲者」酒展的看展者為對象，以因素分析法得到酒展所包含之因素，並以人口統計變數對購買意願做分析。發現體驗行銷五個構面彼此之間及對於購買意願，均有顯著相關；進一步利用體驗行銷五個構面：”感官”、”情感”、”思考”、”行動”及”關聯”，對購買意願所做的迴歸分析，顯示酒展活動對於消費者購買意願的解釋變異量高達62.6%，這五個構面中，”行動”對於購買意願影響力最大。而其它分析也顯示，在葡萄酒的消費市場中，女性消費者的比例漸漸提升，甚至達到與男性消費者一樣的消費意願，這對於業者是一個很重要的訊息，代表著尚有很大地帶的開發商機。另外，參與展覽對於消費者的購買意願影響很大，研究結果顯示消費者看展之後，對於酒類購買意願有顯著性的提升。 This study was attempted to explain the purchase behavior of wines by the 5 elements of “Experiential Marketing”. The survey was conducted at the 「Winter-City Drinker」Wine Festival at Tunghai University in 2009. The five dimensions of experiential marketing “ Act”, “Feel”, “Think”, “Act”, and the “Relate” was correlated to each other and the purchase behaviors. The results from the regression analysis indicate that experiential marketing is appropriate for explaining the consumer purchase behavior in a wine event with a explained variance of 62.6%. Moreover, “Act” was found to be a significant factor to predict the purchase behavior. In the contrary of the common image of men being the major target customers, women in this wine event showed high interest of participation and further purchase intention. The purchase intention was significantly increased after participation of the wine event. Empirical suggestions are provided for the wine distributors and event planners for wine related products.
