本研究主要以礁溪老爺酒店住宿旅客為研究對象，探討住宿旅客對度假旅館的氛圍因素、顧客消費情緒、滿意度與行為意向間之關聯。本研究採隨機抽樣進行抽樣，總計發放384份問卷，扣除無效樣本36份後，回收有效樣本數為348份，有效樣本回收率為90.6%。研究使用SPSS 19.0版統計軟體進行分析，採用的分析方法包括：描述性統計分析、信度分析、T檢定與變異數分析、因素分析、相關分析、迴歸分析。本研究主要研究結果如下：
1. 度假旅館之關係氛圍與環境氛圍對顧客消費情緒有顯著的正向影響。
2. 顧客感受到的正面消費情緒顯著正向影響顧客滿意度。
3. 顧客感受到的正面消費情緒顯著影響顧客行為意向。
4. 顧客滿意度顯著正向影響顧客的行為意向。
5. 影響消費情緒之路徑中以度假旅館氛圍因素中之關係氛圍因素的影響最大。
緣此，建議礁溪老爺酒店應加強服務人員的技能訓練，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。

This study aims to explore the relationships among atmosphere, emotional, satisfaction and behavior intention, using the Hotel Royal Chiai Hsi customers as research objects. The method of random sampling is adopted to get the samplings for this study.  Total 384 questionnaires were distributed and 348 valid questionnaires returned with 90.6% return rate. Based on descriptive statistics, reliability, t-test and  ANOVA, factor analysis, correlation analysis and regression analysis, the main results of this study are:
1. Relationship atmosphere and environment atmosphere have significantly positive effect on consumer emotion.
2.Positive emotion of customers has significantly positive effect on customer satisfaction.
3. Positive emotion of customers has significantly positive effect on behavior intention.
4. Customer satisfaction has significantly positive effect on behavior intention.
5. Relationship atmosphere has most impact on consumer emotion.
 According to the empirical results, it is suggested that Hotel Royal Chiao His could enhance the skill training for the server staff to arouse the positive emotion of customers, further elevate their satisfaction.

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	2
第三節	研究流程	3
第二章	文獻探討	4
第一節	度假旅館	4
第二節	S-O-R模型	5
第三節	氛圍	9
第四節	顧客消費情緒	10
第五節	顧客行為反應	10
第六節	研究變項間之關聯性	11
第三章	研究方法	13
第一節	研究架構	13
第二節	研究假設	13
第三節	研究變項與操作性定義與衡量	13
第四節	研究對象與範圍	17
第五節	統計分析	17
第四章	實證分析結果	19
第一節	樣本結構分析	19
第二節	因素及信度分析	21
第三節	相關性分析	24
第四節	研究變項間之因果關係	25
第五節	差異性分析	28
第五章	結論與建議	35
第一節	研究結論與發現	35
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	38
附錄：正式問卷	45


表目錄
表2 1 應用S-O-R模型探討有關觀光、餐飲、休閒的相關文獻	7
表3 1 度假旅館度假氛圍之衡量題項	14
表3 2 消費情緒之衡量題項	15
表3 3 滿意度之衡量題項	16
表3 4 行為意向之衡量題項	16
表4 1 性別統計	19
表4 2 年齡統計	20
表4 3 教育程度統計	20
表4 4 婚姻狀況統計	20
表4 5 入住度假飯店目的統計	21
表4 6 入住度假飯店的次數統計	21
表4 7 【度假氛圍】之KMO值及Bartlett球形檢定	22
表4 8 【度假氛圍】之因素分析	22
表4 9 各研究構面信度分析表	23
表4 10 研究變項之相關分析表	24
表4 11 度假氛圍對消費情緒之迴歸分析彙整表	25
表4 12 度假氛圍構面對消費情緒複迴歸分析彙整表	26
表4 13 消費情緒對滿意度之迴歸分析彙整表	26
表4 14 消費情緒對行為意向之迴歸分析彙整表	26
表4 15 滿意度對行為意向之迴歸分析彙整表	27
表4 16 消費情緒－滿意度－行為意向之中介效果彙整表	28
表4 17 性別在度假氛圍、消費情緒、滿意度與行為意向之差異分析	29
表4 18 年齡在度假氛圍、消費情緒、滿意度與行為意向之差異分析	29
表4 19 教育程度在度假氛圍、消費情緒、滿意度與行為意向之差異分析	31
表4 20 婚姻狀況在度假氛圍、消費情緒、滿意度與行為意向各變項之差異分析	32
表4 21 入住度假飯店目的在度假氛圍、消費情緒、滿意度與行為意向之差異分析	33
表4 22 入住度假飯店次數在各研究變項之差異分析	34
表5 1 研究假設彙整表	35
 
圖目錄
圖1 1 研究流程圖	3
圖2 1 Stimulus-Organism-Response(S-O-R)模型	6
圖3 1 研究架構圖	13

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