The subject of this study is Taipei International Cycle Show and questionnaires were answered by the customers of the Taipei International Cycle Show. Among the 622 mailed questionnaires, 602 were valid, resulting a 95% response rate, which was high. The purpose of this study was to explore the relationship between the involvement and satisfaction of the customers in Taipei International Cycle Show. Reserch tools were analyzed by SPSS12 software package. Through descrpitive statistics, t-statistics, one-way ANOVA, regression analysis and heierartical regression analysis, the results we find are as follows： 1. For the degrees of experiential marketing between the customers with different demographic variables, the significant differences only appear on sex, age, level of education, and monthly income. 2. For the degrees of experiential value between the customers with different demographic variables, the significant differences only appear on age, level of education, and monthly income.3. There exists a positive relationship between experiential marketing and experiential marketing of the customers of Taipei International Cycle Show. 4. Experiential marketing has significant positive effect on purchase intensions.
