近年來消費者對防抗老之需求逐漸提升，商品的選擇和價格雖然是顧客重視之因素，但是如何提升顧客的購買意願則為業者重要的議題。 本研究以消費情境、體驗行銷、購買意願為研究主題，以300位使用防抗老化妝品之消費者為研究對象，共回收有效問卷300份，回收之資料以信度分析、效度分析、敘述性統計、差異性分析、相關分析與迴歸分析等統計方法進行分析。結果顯示：不同人口變項對消費情境、體驗行銷、購買意願有顯著差異。消費情境對體驗行銷具有顯著正向影響、消費情境對購買意願具有顯著正向影響、體驗行銷對購買意願具有顯著正向影響。 In recent years, consumers' demand for anti-aging has gradually increased. Although product quality and price are factors that customers value, how to increase customers' purchase intention is an important issue for the industry. The research theme of this study is consumption situation, experience marketing, purchase intention, and 300 consumers who use anti-aging cosmetics as the research object. A total of 300 valid questionnaires were collected. The collected data are based on reliability analysis, validity analysis, and description Statistical methods such as sex statistics, difference analysis, correlation analysis and regression analysis. The results show that different demographic variables have significant differences in consumption situation, experience marketing, and willingness to buy. Consumption situation has a significant positive effect on experience marketing, consumption situation has a significant positive effect on purchase intention, and experience marketing has a significant positive effect on purchase intention.
