Maslow (1969) 在其需求理論中提到，人們於滿足生理及安全的基本需求後，便會開始追求較高層次，其中包含了「美的需求」。美已不再是女性的專利，連男士們也紛紛加入美容的行列，因此顧客對於產品之認知及服務後的滿意度，經由不同的評估下，進而提升顧客的再次消費意願。 本論文以美容SPA顧客為分析對象，了解認知價值、顧客滿意度與再購意願之關聯性，以消費顧客施以調查，並採用問卷方式，共收回280份，在以SPSS套裝軟體進行資料分析加以驗證，回收資料以信度分析、效度分析與因素分析、敘述性統計、獨立T檢定與單因子變異數分析最後藉由迴歸分析等統計方法進行分析。研究結果得知如下：1. 不同的人口統計變項在認知價值方面有顯著差異2. 不同的人口統計變項在顧客滿意度方面有顯著差異3. 不同的人口統計變項在再購意願方面有顯著差異4. 認知價值對顧客滿意度有顯著的影響5. 認知價值對再購意願有顯著的影響6. 顧客滿意度與再購意願有顯著的影響 Maslow (1969) mentioned in his need-hierarchy theory that after people meet the basic needs of health and safety, they will begin to pursue higher levels of needs, including ＂the need of beauty＂. Beauty is no longer a patent for women, even men have joined the beauty industry. Therefore, the customers' perception of the product and the satisfaction after the service will be evaluated through the same evaluation to further enhance the customer's willingness to consume again. This study targeted beauty spa customers as analysis object, and to understand the correlation between perceived value, customer satisfaction and repurchase intention. This study distributed questionnaire surveys to beauty spa consumers, a total of 280 surveys were collected and verified using SPSS statistical software. The collected data was analyzed using statistical methods such as reliability analysis, validity analysis, factor analysis, descriptive statistics, independent T-test and analysis of variance, and finally by regression analysis. The results are shown as follows: 1.Different demographic variables have significant differences in perceived value.2.Different demographic variables have significant differences in customer satisfaction3.Different demographic variables have significant differences in repurchase intention4.Perceived value has a significant impact on customer satisfaction5.Perceived value has a significant impact on repurchase intention6.Customer satisfaction has a significant impact on repurchase intention
