隨著現代人的消費生活習慣改變，消費本身已成為目的，顧客所在意的，不只是產品(食物)本身或價格，而是更重視在消費過程中的整體感受。而在競爭激烈的餐飲市場中，業者紛紛改變其裝潢設計，營造氣氛環境，吸引消費者目光。因此本研究主要探討服務場景中美學設計因素對消費者再購意願影響之探討，而以消費者在挑選下午茶環境時，最重視氣氛營造、裝潢設計的下午茶消費經驗為例。
　　故本研究透過文獻回顧後，選定服務場景中能以美學設計操作的變數—設備美學、美學勞務、產品美學等三變數，依據SOR理論中，環境刺激產生對主體的反應，探討美學因素設計對消費者再購意願的影響。依據相關學者的論點，提出這些構面的操作型定義以設計各構面問項，配合SPSS及AMOS等統計軟體使用，透過敘述性分析、因素分析、線性結構競爭模式進行假設驗證。
　　本研究針對曾至下午茶餐廳用餐的消費者進行問卷調查，記有效問卷共有283份，研究結果顯示，設備美學、美學勞務、以及產品美學皆與正面情緒間有顯著正向關係，而正面情緒的產生則會影響消費者的再光顧意願。

Due to the consumption of modern life with habits, customers care about the whole experience during consuming instead of products’ quality or prices. In the competitive food and beverage industry, restaurants change their designs or decorations in order to make good atmosphere and catch consumers’ eyes. Therefore, this study focuses on the effect of the aesthetic factors in ServiceScape on consumers’ behavior intention. We also take afternoon tea as an example, because consumers would like to choose afternoon tea restaurants with good decorations and atmosphere to relax. .
In this study, through literature review, variables are selected from servicescape which can be manipulated by aesthetic design. Those are facility aesthetics, aesthetics labor, and product aesthetics. Then according to SOR theory, the stimulus from environment could make object response to them. Therefore, in this study we examine the effect of those aesthetic variables on customers’ repurchasing intention. We provide operational definition and indicator to the five dimensions for the design of the questionnaire based on the previous research. Also, we use statistic software (SPSS, AMOS) to perform the outcome, including descriptive analysis, factor analysis, and structured equation modeling.
Based on consumers with the experiences in afternoon tea restaurants, the results showed that aesthetic facility, aesthetic labor and product aesthetic all have the positive relations with positive emotions, and affect consumers’ repatronage intention.

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