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21st century experience economy began to slowly boarded the stage of history, its arrival is actually a traditional economies of scale and commercialization rebel. Because today's consumers need more than just goods or services, through the consumption of products or services to sensual enjoyment and unforgettable pleasure Based on this experience marketing came into being. As a new way of marketing, experiential marketing focused on the customer experience through the senses, emotions, thinking, action, associated demands, through the multi-stimulation and experience design, evoked potential demand of the customer and generate consumer behavior. In recent years, the experiential marketing in many industries achieved significant results, so that it has increasingly become the focus of attention. Increasing competition in the field of automobile consumption, but also makes the industry had to change the traditional marketing efforts to create a good experience in the process in order to improve customer satisfaction and their willingness to buy. Therefore, the purpose of this paper is mainly there are four: first, consumers in the car, the factors affect the consumer experience perception which dimension. Second, to explore the consumer experience on its experience of satisfaction and willingness to buy if there is a significant effect. Third, to explore which dimensions for the car this optional consumer durables, consumer value orientation. Fourth, experiential marketing elements to understand the different customer value orientation, how they experience the satisfaction impact. From the theoretical level, previous studies are mostly confined to the leisure and entertainment industry, to explore experiential value, customer satisfaction, brand image, the relationship between the consumer purchase behavior, these industries have to purchase, consumption characteristics at the same time. Automobile consumption industry as the research object, extract consumer purchase experience dimension and value orientation dimension, car process, the consumer experience to their satisfaction and purchase intention relationship exploratory research and customer value orientation as a control variable to explore the different values ??of the moderating effect of customer satisfaction and purchase intention. Point of view, from the practical significance of the study of these aspects can be better for the car dealership how to attract target customers to increase their willingness to buy some comments and suggestions. This study selected a modern brand Elantra as the object of study, survey of the Elantra potential buyers, and a total of 188 valid questionnaires using structural equation modeling and multiple regression analysis on this assumption, the analysis of the reliability and validity, the last empirical research and the following conclusions: the impact on the customer experience customer satisfaction and their willingness to buy. Structural equation modeling to fit three, and found that the customer experience significant positive impact on customer satisfaction, customer experience also have a significant positive impact on customer purchase intention, but customer satisfaction is not the experience and willingness to buy play the role of an intermediary. In other words, the high degree of satisfaction does not mean that its willingness to buy, low satisfaction may also bring a high willingness to buy, customer purchase intention by many other unknown factors. Moderating effects of customer value orientation study found: (1) functional value orientation in the sensory experience, emotional experience, and customer satisfaction relations play a regulatory role, and the sensory experience, emotional experience and operational experience with customer purchase willingness relations played a regulatory role; (2) social value orientation plays a regulatory role in the relationship of emotional experience and customer satisfaction, the addition, the willingness to buy it in the sensory experience, emotional experience and related experience with customer relations, respectively, also play a regulatory role ; (3) the sentimental value orientation plays a regulatory role in the relationship of emotional experience and customer satisfaction, and experience, respectively, in action, in the relationship of related experience with customer purchase intention plays a regulatory role. Through this research, in the field of automobile consumption, the establishment of a model of experiential marketing, for rich experiential marketing research theory, expanded the scope of the study and research of the depth of experience of marketing theory has positive significance, but also from car dealers from consumer practice guidance by perspective, to provide a better experience for consumers, thereby increasing their willingness to buy.
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