論文提要內容：
Abbott(1955)曾提出體驗的概念，認為產品是提供消費體驗的服務表現，人們真正想要的並非產品本身，而是一個令人滿意的體驗。Holbrook(1999)、Holbrook and Hirschman(1982),Holbrook and Corfman(1985)認為，消費者行為意圖受到感受的價值所左右，而價值存在於體驗之中。因此，本研究主要在探討體驗價值對體驗行銷及顧客行為意圖之間的中介關係；以及體驗行銷與體驗價值、體驗價值與顧客行為意圖之間的相關關係。
本研究是以美容SPA為研究產業，採用便利抽樣方法，共發出500份問卷，回收498份，有效問卷438份，回收率為99%，針對美容SPA館之消費者進行問卷調查。使用(Spss15.0及LISREL8.7版等分析工具)，加以分析後，其結果顯示：
一、體驗價值對體驗行銷與顧客行為意圖具有中介效果。
二、體驗行銷與體驗價值的相關關係如下：
1.體驗行銷對服務優越性價值之關係為：
感官、情感、行動及關聯體驗對服務優越性有顯著正向關係。
2.體驗行銷對美感價值之關係為：
情感及行動對美感價值有顯著正向關係。
3.體驗行銷對趣味性價值之關係為：
感官、情感、行動及關聯體驗對趣味性價值有顯著正向關係。
三、體驗價值對顧客行為意圖具有顯著正向關係。
關鍵字：體驗行銷、體驗價值、顧客行為意圖。
ABSTRACT
Abbott (1955) was the write who invented the experiential concept. He mentioned that products are a form of service to provide experience for the consumers.What the consumers really want is not in the product itself,but a satisfying experience of the product.
Holbrook (1999)、Holbrook and Hirschman(1982),Holbrook and Corfman (1985) think that consumers behavioral intentions are affected by the value of the experience they feel. The value exists in the experience. Therefore,in this research,I’m going to discuss how experiential value affects experiential marketing and consumer behaviors.
In this research,500 copies of the questionnaire were distributed to the customers in SPA centers;498 copies were collected,and 438 copies are valid.The returning rate is 99%.After analyzing the questionnaires using spss15.0 and LISREL8.7,the results of this research show the followings.
A: Experiential value has a meditational relationship with experiential marketing and consumer behavioral intentions.
B: Experiential marking and experiential value have the following related rela-tionships.
1.The relationship between experiential marketing and service superiority.
Senses,emotions,actions,and related experience have a positive relationship with service superiority.
2.The relationship between experiential marketing and beauty value
Emotions and actions have a positive relationship with beauty value.
3.The relationship between experiential marketing and interest value
Senses,emotions,actions,and related experiences have a positive relationship with interest value.
C.Experiential value has a positive relationship with consumer behavioral inten-tions.
Keyword：experiential marketing、experiential value、Behavioral intentions
