KTV的實體環境是影響顧客消費心理和消費行為的重要因素，是吸引顧客前往消費的重要賣點，例如裝潢佈局、設備、燈光、食物、空氣品質等，會在一定程度上影響顧客的情緒（正面或者負面），最終會影響顧客的行為反應（趨近或者回避）。
    本研究參考國內外相關文獻，主要研究架構以S-O-R模型為理論基礎，探討消費者對KTV實體環境、消費情緒、顧客滿意度、與行為意圖之關聯性。本研究問卷主要以去過星聚點KTV歌唱的消費者為研究對象，採用便利抽樣抽取樣本，本研究總計發放250份問卷，總計回收205份，剔除因填答不完整之無效問卷共有5份，實際有效問卷為200份，有效樣本回收率為80%。透過敘述性統計、信效度分析及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析，其主要研究結果如下：
1.KTV實體環境顯著正向影響顧客的消費情緒。
2.KTV實體環境中僅設計因素顯著正向影響顧客滿意度及行為意向。
3.顧客感受到的正面消費情緒顯著正向影響顧客滿意度。
4.顧客滿意度顯著正向影響顧客的行為意圖。
  根據實證分析結果，提出KTV業者在經營管理上幾點建議：
1.星聚點KTV可以針對不同族群或行業別，提供主題式的包廂讓客戶有多樣化的選擇，如近年來流行主題式的汽車旅館(巴里島風、普普風)或是主題式的婚宴(教堂式、童話世界)、或客製化的服務，針對客戶歌唱的目的，設計不同的Party等。
2.建議星聚點KTV應加強服務人員的教育訓練(如強化儀表整潔等)，來提升並喚起顧客正面的消費情緒(如愉悅感)，進而提升顧客滿意度。

The physical environment of KTV is a critical factor which affects customers’ psychology and behaviors. The adornment, equipment, lightness, food, and air quality would influence customers’ emotions (positive or negative) and further influence their behavior (approach or avoidance). 
    Referring related literature, this study discusses the relationships between the physical environment of KTV, consumption emotion, customer satisfaction, and customer behavioral intention on the basis of S-O-R theoretical model. The customers who have been to NewCBParty KTV are targeted for this research. This study uses convenience sample method, distributing 250 questionnaires. 205 usable questionnaires were retrieved in the final. The quantitative research method including descriptive statistics, validity analysis, reliability analysis, and structural equation modeling (Partial Least Square method) were then conducted for data analysis. The main empirical results are as followings:
1.The physical environment of KTV is significantly positively associated with consumption emotion.
2.The design of physical environment of KTV positively affects customer satisfaction and customer behavioral intention.
3.Customers’ perceived positive emotion is significantly positively associated with customer satisfaction.
4.Customer satisfaction is significantly positively associated with customer behavioral intention.
According to the empirical results, several suggestions are proposed for KTV companies:
1.NewCBParty can enhance the variety of room style, designing different subjects for each room to offer customized physical environment for different groups of customers. For example, the current popular room style such as Bali, POP, church, or fairy tales could be considered for different consumption purposes. 
2.It is suggested that NewCBParty could enhance the educational training for staff (such as appearance and manner) to arouse the positive emotion of customers, further elevate their satisfaction.

目錄
目錄	I
表目錄	III
圖目錄	IV
第一章 緒論	1
第一節 研究背景與動機1
第二節 研究目的	3
第三節 研究流程	4
第二章 文獻探討	5
第一節 S-O-R模型	5
第二節 環境要素的構成7
第三節 顧客消費情緒	8
第四節 顧客行為反應	9
第五節 知覺價格的調節角色10
第三章 研究方法	12
第一節 研究架構	12
第二節 研究假設	13
第三節 研究變項與操作性定義與衡量17
第四節 統計分析	21
第四章 實證分析結果	23
第一節 樣本結構分析	23
第二節 研究變項之因果關係25
第三節 中介效果分析	31
第四節 價格在實體環境與滿意度間調節作用之探討32
第五章 結論與建議	34
第一節 研究結論與發現34
第二節 管理意涵	36
第三節 研究限制	37
第四節 未來研究建議	37
參考文獻	39
中文文獻	39
英文文獻	41
網路資訊	52
表目錄
表3-1 KTV實體環境之衡量題項 .......................................................... 18
表 3-2 消費情緒之衡量題項 .................................................................. 18
表 3-3 滿意度之衡量題項 ...................................................................... 19
表 3-4 行為意向之衡量題項 .................................................................. 20
表 4-1 正式樣本特性 .............................................................................. 24
表 4-2 研究構面之信效度表 .................................................................. 27
表 4-3 相關係數矩陣表 .......................................................................... 28
表 4-4 研究模型路徑結果表 .................................................................. 30
表 4-5 價格對實體環境與滿意度之階層迴歸分析彙整表 .................. 33
表 5-1 研究假設彙整表 .......................................................................... 34
IV
圖目錄
圖1-1 研究流程圖 .................................................................................... 4
圖2-1 STIMULUS-ORGANISM-RESPONSE(S-O-R)模型 .................... 6
圖3-1 研究架構圖 .................................................................................. 12
圖4-1本研究相關變數之因果關係路徑 ............................................... 30

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網路資訊
1. 錢櫃全球娛樂網(2011/12/23)
  http://www.cashboxparty.com/
2. 錢櫃企業股份有限公司(2011/12/23)。
   http://wiki.eyny.com/index.php?edition-view-37351-1
3. 創新論壇(2011/12/23)。
http://www.itia.org.tw/phpbb/viewtopic.php?f=37andt=1013
4.好樂迪(2011/12/23)。
  http://www.holiday.com.tw/
5.星聚點(2011/12/23)。
http://mag.chinatimes.com/mag-cnt.aspx?artid=6745