消费者购买意愿的加强是消费者产生购买行为的重要影响因素,因此探究影响购买意愿的因素成为营销领域的重中之重。通过本文的分析,在体验营销模式下,笔记本电脑品牌体验不仅直接影响消费者购买意愿,还通过品牌态度的中介作用影响购买意愿,这为将来品牌营销提供良好的借鉴。 Consumers desire to buy more consumers purchase behavior is an important factor, so to explore the factors that affect the purchase will become the top priority in the marketing area. Through the analysis of this article, under the experiential marketing mode, the laptop brand experience not only directly affects consumers’ willingness to purchase, but also influences the willingness to purchase through the intermediary role of brand attitude, which will provide a good reference for brand marketing in the future.