Pine and Gilmorey (1998) declared a welcome message for all to the age of experience economy. Economic value has evolved from primary products, manufactured products and services into the fourth kind of economic products: experience. Service oriented economy cannot satisfy consumers anymore, along with the commercialization of services, experience has became the core of economics, thus the era of experience economy arrives. Taiwan has the highest density of department stores and shopping malls. Shopping malls combines retailing, services and entertainment, yet no significant differences in images perceived by the market are found in comparison with department stores in Taiwan. Consumers cannot distinguish between shopping malls and department stores, thus poses a great challenge for shopping malls. They would have to reconsider positioning and marketing strategies of their own. Thus this research aims at understands could experience marketing be effective in the realm of shopping malls in the age of experience economy. This thesis serves Dream-Mall as the study case and experience value as the intervening variable in order to understand would customer experiences formed in the malls via experience marketing efforts be sufficient in affecting customers¡¦ behavior intentions. Conclusions are as follows: dimensions of experience marketing are significantly positively related with experience values, as well as with intentions of customers¡¦ behaviors.