SPA產業經營在現今的台灣一直是分野不清之產業，各式美容護膚店、個人工作室、按摩店..等參差不齊之商品服務，都打著SPA服務的口號宣傳，造成消費市場分散，消費者對店家之忠誠度降低，也造成SPA產業長久經營之困難，本研究希望從SPA產業軟硬體之層面去探討，現代消費者對於健康事業所期望的消費經驗為何；硬體「環境氣氛」對消費者心理層面是否有正面影響之作用，軟體「服務態度」對消費者心理層面是否有正面影響之作用，經由研究證實之結果，針對SPA經營策略做改進，促進SPA產業體制更為成熟，也增加消費者之良好消費經驗。
本研究的目的包括下列五點：
1. Spa服務環境氣氛對顧客之愉悅心情及寧靜心情有正向影響。
2. Spa服務人員態度對顧客之愉悅心情及寧靜心情有正向影響。
3. Spa顧客之愉悅心情對服務滿意度、態度忠誠有正向影響。
4. Spa顧客之寧靜心情對愉悅心情、服務滿意度有正向影響。
5. Spa顧客之服務滿意度中介愉悅心情及寧靜心情對態度忠誠之影響。

本研究對象為台灣SPA店家，總共發出500份問卷，共計回收294份，剔除問卷填答不全之無效問卷2份，得到有效問卷共計有292份，有效回收率為58.49%，運用線性結構模式進行研究分析，研究結果發現：
1. Spa環境氣氛對顧客之愉悅心情與寧靜心情有正向影響；經營五感感受，協助性提升正面感受。
2. Spa服務態度對顧客之愉悅心情、寧靜心情、服務滿意、態度忠誠有正向影響；具直接性影響正面感受外，也證實消費者對軟體服務更勝於硬體享受之效用。
3. Spa顧客之寧靜心情對服務滿意有正向影響；證實經由服務態度或環境氣氛所 影響之寧靜心情，使顧客對於店家之滿意度評價有提升之作用。
4. Spa顧客之服務滿意對態度忠誠有正向影響；證實經由服務得到之心靈感受，為顧客選擇消費對象的最大指標。

With the tremendous growth of the spa industry and the vast usage of the word “spa”, the definition of spa industry was becoming quite blurred in Taiwan, same as in North America. Such as beauty salon、hair salon、massage center even fitness center and swimming pool under the name of spa offer unqualified service did fog the consumers. Customers decrease the loyalty for spa, spa did face the difficulty of running. In this study, we attempt to explore what experiences consumers expect in spa by two facets: Store atmosphere affect consumers’ positive mood and service quality affect consumers’ positive mood. We can present the findings and their implications for services research and management in spa industry.　　
The purposes of this study are below:
1. Spa atmosphere leads to positive effect in customer’s positive mood and calm mood.
2. Spa service provider leads to positive effect in customer’s positive mood and calm mood.
3. Customer’s positive mood positively affects service satisfaction and loyalty.
4. Customer’s calm mood positively affects positive mood and service satisfaction.
5. Customer’s service satisfaction intermediary positive and calm mood affects loyalty.

To test the study hypotheses, data were collected from 292 samples of spa consumers in Taipei、Taichung、Tainan、Kaohsiung cities of Taiwan.
Verified by Exploratory Factor Analysis (EFA), we find the research results as follows:
1. Spa atmosphere positively affects customer’s positive mood and calm mood. Creating a comfortable environment (so called five-sense therapy) will reinforce customer’s positive mood.
2. Spa service offering affects customer’s positive、calm mood、satisfaction and loyalty. Even service factor is stronger than environmental atmosphere factor.
3. Customer’s calm mood positively affects service satisfaction. And calm mood affected by service offering and environmental atmosphere will reinforce the patrons’ satisfaction of the spa.
4. Customer’s service satisfaction positively affects loyalty. This is the main option when customers choose the spa.

第一章：緒論………………………………………………………….…1
第一節：研究背景與動機……………………………………………………………1
第二節：研究目的…………………………………………………………………....5

第二章：研究架構與文獻探討…...……………………………...………6
第一節：研究架構…………………………………………………...……………….6
第二節：顧客心情(Mood)…………………………………………..………………..7
第三節：商店氣氛對顧客心情之影響……………………………………………..10
第四節：服務態度對顧客行為之影響………………………………………………17
第五節：顧客心情對顧客行為之影響……………………………………………..19
第六節：顧客之服務滿意度中介心情對態度忠誠之關係…………………..……21

第三章：研究方法…………………………………………………..…..23
第一節：資料收集………………………………………………………….……….23
第二節：研究構念之操作型定義與衡量……………………………………….….28
第三節：信度與效度………………………………………………………….…….28

第四章：資料分析………………………………………………………31
第一節：結構模式分析與假說檢定………………………………………...……..32

第五章：結論與建議……………………………………………………36
第一節：結論與理論貢獻………………………………………………………….36
第二節：管理涵意……………………………………………………………..…...38
第三節：研究限制與未來研究方向……………………………...………………..40

參考文獻…………………………………………………..……………41
附錄……………………………………………………………..………47

一、中文文獻
(一)中文部分
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30吳佩倫 (2000)，《服務品牌權益、消費者涉入與顧客再惠顧意願間關係之研究》，高雄第一科技大學行銷與流通管理系未出版碩士論文。
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