本研究透過對2006年大學校院運動會參與者體驗現況，探討體驗行銷理論與體驗價值的關係。本研究採用路徑分析，呈現出體驗行銷構面對參與者體驗價值的關係影響情形與強弱程度，進而提供推行「體驗」為訴求的行銷活動參考。本研究採便利抽樣方法，以2006年大學校院運動會參與者為對象，共發出300份問卷，回收有效問卷269份。研究發展「體驗行銷」與「體驗價值」兩部分問卷，做為研究工具，以次數分配、因素分析及結構方程模式等統計方法進行分析。研究結果顯示：（一）環境、人員及活動體驗媒介對於體驗價值有正向的顯著影響存在。（二）活動體驗媒介對顧客體驗價值的影響最大。

Based on a case study, this study will contribute to understanding of the experiential marketing and experiential value on the participants of the 2006 National Universiade Sport Game. It is assumed that the participants, in the games experience the present situation. By path analyses, this study examines the siginificance and the power degree, which are instrumental as useful references for those in similar industries to pursue the experience. This study designs a questionnaire to survey the participants of the 2006 National Universiade Sport Game, sending out 300 questionnaires altogether and retrieving 269. It also develops two questionnaires, including experiential marketing and experience values, for the sports games. The collected data were analyzed by frequency, factor analyses and the structural equation model. This study finds that: (1) the spatial environment, people and events have an obvious influence on the experience value; (2) the event of the 2006 Universiade sport game is the most significant factor in influencing the participants' experience values.