The development of Internet and mobile terminal equipment not only make the space between people shorter, communication more convenient, but also bring the experiential marketing. More and more enterprises try to create a more complete and wonderful shopping experience for customers, to seek more benefits. In academia, the experiential marketing theory research is mostly confined to the marketing of reality and virtual environment. There are few studies on online advertising experience. This study can enrich academic theory, provide marketing strategy advice for business.In this paper, we explore the influence of narrative advertising online experience elements-sense, feel, think, action and relate experience, to product/brand attitude and purchase intention. Also test the adjustment of product involvement and purchase decision involvement to relationship between product attitude and purchase intention.Through the questionnaire and expert interview, we collected518effective samples. Using SPSS and AMOS to analysis, testing research structure and research hypothesis. The result indicates that the experience of online narrative ads positively affect product attitude, brand attitude and purchase intention. Product involvement can significantly positive adjust the impact of product attitude on purchase intention.Finally, this research has given some suggestions:online story advertising is an effective way of experiential marketing and attention should be paid to experience elements in designing ads. |