隨著社會與經濟的進步，民生所得及生活水平開始提昇，使得消費者的消費方式不再只是追求生理上的需求滿足、等面向之考量，而是逐漸朝向心靈層面上的滿足要求。亦即邁入體驗經濟之時代，消費者所要追求的不只是有形的商品或是無形的服務，而是需要有讓人滿意、值得回味消費經驗。除此之外，消費者從原先著重商品的實用性，開始轉變留意商品所呈現的風格，注重其可能塑造的情境以及能夠帶來某種程度的感受與意義。消費者不僅要看到商品時有「感覺」，還要能從消費過程中「體悟」到什麼，進而產生「感動」。而這類屬於影響顧客情緒與感動情境意向者稱之為感質 (Qualia)。
本研究以「感質空間設計」一詞代表具有魅力、美感、創意、精緻、工學這五大感質力的空間環境設計。透過魅力、美感、創意、精緻、工學結合商店氣氛，以建立有效的感質空間設計量表，盼能作為企業與學術界在感質空間設計衡量上的參考。感質空間設計屬於靜態的知覺，而體驗行銷可以提供消費者動態的感受，因此，除了提供具有感質空間設計的消費環境，體驗行銷的搭配也很重要。本研究以感質空間設計與體驗價值為主軸，透過問卷對顧客滿意度、顧客忠誠度、購買意願進行調查，共回收363份有效問卷，並利用迴歸分析進行資料分析。
整體而言，本研究結果顯示，感質中間設計或體驗價值，確實能夠提升顧客滿意度，進而提高購買意願，亦或是提升顧客忠誠度。由此可知，感質空間設計與體驗價值能帶給消費者更上一層的心靈滿足，是在現今競爭的環境中的重要競爭力之一。

In these years, people’s standard of living began to increase, so that the pattern of consumption is different from past way that pursued to meet the physical need. It means that the age of experienced economy is coming. Consumers require not only tangible goods or intangible services , but the satisfying and memorable consumer experiences. In addition, consumers want to get feeling from the products, and realize something from the process of consumption, so as to feeling toughed. These are the influence of customer emotions and touched circumstances known as “Qualia”.
In this study, explanation of “Qualia space design” as spatial environment design with five qualia factors: attractiveness, beauty, creativeness, delicacy, and engineering, then this study expect to construct scale of qualia space design through five qualia factors matrix with store atmosphere for measuring score of qualia space design and make it bring contribution to enterprises and academic field. The qualia space design appertains to static perception, but the experience marketing can be regard as dynamic feeling. So, this study explores these two variables relationship with customer satisfaction, customer loyalty, and purchasing intention by questionnaire survey. Among this, 363 valid questionnaires were returned, and this research use regression analysis to analyze relationship between variables.
In general, the results show that qualia space design or experience value would improve customer satisfaction, and in turn, it would increases customer loyalty. As a result, the qualia space design and experience value are the one of important competitiveness in current high competitive environment.

誌謝 i
摘要 ii
Abstract iii
圖目錄 vii
表目錄 ix
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究流程 7
第貳章 文獻探討 8
第一節 服務品質之有形性 8
第二節 顧客滿意度 15
第三節 顧客忠誠度 27
第四節 感質空間設計 32
第五節 體驗行銷 43
第六節 體驗價值 54
第七節 購買意願 62
第參章 研究方法 65
第一節 研究架構 65
第二節 研究假設 66
第三節 研究變數之操作型定義 68
第四節 問卷設計 69
第五節 抽樣方法 74
第六節 資料分析方法 75
第肆章 資料分析與討論 77
第一節 樣本結構之敘述性分析 77
第二節 量表信度與效度分析 79
第三節 各構念之假設驗證分析 84
第四節 輔助解釋之開放性評分項分析 92
第伍章 結論與建議 94
第一節 研究結論 94
第二節 管理意涵 98
第三節 建議 100
參考文獻 101
附錄 研究問卷 119

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三、網路部分
日感性工學會，2012，http://www.jske.org/index.php
美國行銷科學協會，2012，http://www.msi.org/
財團法人中衛發展中心，2012，http://www.csd.org.tw/
感質中小企業推動計畫，2012，http://www.qualia.org.tw
經濟部文化創意產業推動小組，2012，http://cci.culture.tw/cci/cci/index.php