社會經濟價值的演進，已從商品經濟、財貨經濟、服務經濟，進入體驗經濟的時代。企業行銷訴求的重點在於創造有價值、令消費者難忘的體驗。體驗行銷活動可以讓顧客從生活與情境當中體驗產品或服務，提供消費者一個能夠觸動其情感、刺激其心思的解決方案，讓消費者從體驗中感受到全面性的品牌認同與價值，進而影響顧客基礎的品牌權益。其次，消費者會根據不同產品線索評估實利性產品與歡樂性產品。因此行銷體驗的感性體驗或理性體驗對品牌權益之影響程度可能會受到不同產品屬性之干擾。據此，本研究旨在探討體驗行銷對品牌權益之影響，以及產品屬性對體驗行銷各構面與品牌權益間關係之干擾影響。本研究的樣本取自大台北地區Nokia（手機）和Sony（數位相機）旗艦店的消費者，以問卷調查法蒐集資料，共蒐集到有效樣本568份。結果發現：(1)體驗行銷對品牌權益有正向影響；(2)當產品屬於實利性產品（手機），感官、情感、關聯等感性體驗與思考、行動之理性體驗對品牌權益之影響沒有差異；當產品屬於歡樂性產品（數位相機），感官、情感、關聯體驗對品牌權益之正向影響會大於思考、行動體驗之影響。

The changes in economic value can be classified into four stages─commodities, goods,services, and experiences. The era of experiential economics has dawned. In the era of experiential economics, the focus of marketing is to create valuable experiences. Experientialmarketing provides consumers with brand experience, enhances their brand cognition, andaffects customer based brand equity. Consumers usually evaluate hedonic products andutilitarian products according to different attributes. The relative impact of rational experiencesvs. emotional experiences on customer based brand equity, then, might be moderated byproduct attributes (utilitarian vs. hedonic). This study investigated the influence of experientialmarketing on brand equity and the moderating effects of product attributes on this relationship.Consumers who shopped at Nokia and Sony flagship stores in the Taipei area were askedto participate in the study and 568 valid samples were collected. The main findings of this studyare as follows:(1)Experiential marketing positively influences brand equity. (2)For utilitarianproducts (mobile phones), no significant difference is shown between the effects of emotionaland rational modules on brand equity. For hedonic products (digital cameras), the effects of"sensory", "feeling", and "relative" experience (emotional module) on brand equity are stronger than those of "thinking " and "active" experience (rational module) are.