本研究旨在探討美容工作室行業的產品屬性、知覺價值、體驗行銷與購買意願之間的關係。因美容工作室之產品具有其獨特性，故產品屬性相對產品價格對消費者的購買意願更具解釋能力。因此，美容業者最常使用的行銷策略是體驗行銷而非價格競爭策略。簡言之，如何提升消費者的知覺價值，進而增加消費者之購買願意值得探討之主題。 具體研究目的分別為（一）探討產品屬性對於知覺價值有無顯著之影響，（二）探討產品屬性對於購買意願有無顯著之影響，（三）探討知覺價值對於購買意願有無顯著之影響，（四）探討體驗行銷對於知覺價值有無顯著之影響，（五）探討體驗行銷對於購買意願有無顯著之影響，（六）探討知覺價值是否中介體驗行銷與購買意願。 本研究採取問卷調查方法，進行量化分析，藉由獨立樣本t檢定、單因子變異數分析以及迴歸分析，會發現以下實證分析結果，產品屬性會影響知覺價值；產品屬性會影響購買意願；知覺價值會影響購買意願；體驗行銷會影響知覺價值；體驗行銷會影響購買意願；知覺價值會中介體驗行銷與購買意願。 The aim of this study is to explore the relationship among the product attributes, perceived value, experience marketing, and purchase intention in the beauty studio industry. Due to the uniqueness of beauty studios, the product attributes rather than price are more related to customer purchasing intention. Thus, instead of price competition, experience marketing is the most commonly used strategy for beauty industry. In other words, for keeping the supplier competition, how to enhance the consumer's perceived is worth to explore. Experience marketing, perceived value and product attributes are regarded as the explaining variables to the purchasing intention in this study. For investigating the explaining ability of these dependent variables to purchasing intention, the questionnaire survey and the quantity analysis methods are employed. According to the empirical results of using t test, ANOVA test and regression analysis, the following findings are suggested, (1) Product attributes have a significant impact on perceived value which is suggested having significant impact on purchase intention. (2) Purchase intention also directly is impacted by product attributes and experience marking. (3) The experience marking significantly impact on perceived value which plays the intermediary role between experience marketing and purchase intentions.
