本研究的目的欲探討美容消費者在感官體驗、知覺價值、口碑與購買意願關係之研究。本研究以美容店之消費者為研究對象，採便利抽樣法之方式來進行問卷調查，共發出350份，回收335份，扣除無效問卷26份，有效問卷為309份，有效問卷回收率92.24%。 本研究所得結論如下：1. 感官體驗對知覺價值、口碑與購買意願有顯著正向之影響。2. 知覺價值對口碑與購買意願有顯著正向之影響。3. 口碑對購買意願有顯著正向之影響。4. 知覺價值在感官體驗與口碑具有部分中介效果。5. 知覺價值在感官體驗與購買意願具有部分中介效果。6. 口碑在感官體驗與購買意願具有部分中介效果。7. 口碑在知覺價值與購買意願具有部分中介效果。 The purpose of this study is to explore the relationships among sensory experience, perceived value, word-of-mouth and purchase intention. in this study, data of beauty industry consumers are collected by way of non-random sampling method to facilitate questionnaires. With a total of 350 questionnaires distributed. 335 questionnaires are received, in which 26 questionnaires are invalid such that 309 questionnaires are valid, and the effective response rate is 92.24%. The resulting conclusions of this study are listed as follows: 1. Sensory experience has a significant positive impact on perceived value, word-of-mouth and purchase intention respectively.2. Perceived value has a significant positive impact on word-of-mouth and purchase intention respectively.3. Word-of-mouth has a significant positive impact on purchase intention.4. Perceived value preserves partial mediation effect between sensory experience and word-of-mouth.5. Perceived value preserves partial mediation effect between sensory experience and purchase intention.6. Word-of-mouth preserves partial mediation effect between sensory experience and purchase intention.7. Word-of-mouth preserves partial mediation effect between perceived value and purchase intention.
