部落格(Blog)的發展快速，使得Blog成為傳播網路訊息與口碑的方式之ㄧ，而Blog的應用層面也從個人部落格延伸到了企業，許多企業藉由Blog作為員工內部溝通的管道，或是藉由建立Blog來達到行銷目的，作為與網友互動的一種新方式，企業透過在Blog上的互動來縮短與顧客之間的距離。目前除了個人與企業Blog之外，Blog還出現了一種新的應用模式－將Blog作為銷售平台來販售商品。而體驗行銷是企業常見的一種行銷實體商品的手法，藉由顧客親身經歷體驗商品，來讓顧客能更了解商品、進而能增進其購買意願，因此本研究將購物Blog與體驗行銷做結合進行研究，本研究欲探討當體驗行銷運用在購物Blog時，是否也能成功地增進Blog瀏覽者對於該Blog商品的購買意願，結果顯示體驗行銷策略體驗模組五大構面中的感官體驗、情感體驗、行動體驗與關聯體驗對產品態度有顯著正向影響，而產品態度對於購買意願也有顯著正向影響。

The rapid development of blog has made blog become a way to spread messages and word-of-mouth through the internet. Besides personal blogs, there are many cases that enterprises use blogs in marketing activities and internal communication. Enterprises try to use blogs to shorten the gap between customers. However, there emerges a new application of blog where people can sale products directly. Experiential marketing is a common way for enterprises to sale products. By experiencing products directly, experiential marketing makes customers understand the products and increase their purchase intention. Therefore, this study intergrates blog and experiential marketing in order to research whether experiential marketing will increase customers’ purchase intention on blog or not. The results are as follow:
1.The relationship between experiential marketing and product attitude
Sense, feel, act and relate of strategic exeriential modules have significant positive effect on product attitude.
2.Product attitude has significant positive effect on purchase intention.

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