面對今日科技的日新月異，顧客體驗已經跨足所有消費旅程階段，在一般實體零售通路中，可以看到零售商透過掌握店內或是店外各個零售接觸點機會，除了建立一致零售氛圍，更希望能帶藉由顧客體驗過程中吸引到消費者。根據學者研究調查統計，近乎近代五成消費者已經將零售環境氛圍視為影響顧客體驗主要關鍵，特別是牽動人類感官之環境因素，進一步改變消費者認知與行為表現，過去學者將「環境心理學與人類行為」作連結之研究不勝少數，然而，以往研究場景主要聚焦於非即飲（一般）實體零售通路，針對即飲市場之探討居於少數，且鑑於享樂體驗價值重要性日益劇增，本研究藉由探討氛圍與感官相關文獻，發展適合即飲通路市場之服務場景變數，並跳脫以往除了消費情緒與行為之探討，利用跨領域連結有關即飲市場獨具之環境心理學效益，期望透過開拓研究對象（即飲市場）與研究變數（背景音樂輕快度、視覺光線明亮度、空間人數擁擠度、知覺恢復性）之運用，為通路業者創造與消費市場之商業價值。
本研究藉由網路問卷方式發放，並共計回收287份有效問卷樣本。且透過敘事性統計、信效度因素以及相關分析後，研究結果顯示如下：
一、即飲通路服務場景的背景音樂（輕快度）能夠正向影響消費者知覺恢復性。
二、即飲通路服務場景的視覺光線（明亮度）能夠正向影響消費者知覺恢復性。
三、即飲通路服務場景的空間人數（擁擠度）能夠負向影響對消費者知覺恢復性。
四、知覺恢復性對消費者行為意圖有正向顯著的影響，且「相容性」的解釋能力最強。
上述研究提供予即飲通路廠商服務品質管理與未來相關研究理論與實務之建議。

To attract consumers through the process of customer experience in the general physical retail channels, it can be seen that retailers have established a consistent retail atmosphere by grasping the opportunities of various interior or exterior touch points. According to research and survey statistics by scholars, nearly 50% of consumers regard the retail environment as the main key to the customer experience nowadays, especially the environmental factors which can affect human senses, further changing consumer cognition and behavior.
In the past, there were many studies on the link between "environmental psychology and human behavior". However, the previous research scenarios mainly focused on the off-the-premise (general) physical retail market channel, and the discussion on the On-premise market channel was rare. Moreover, in view of the consumer trend in the emphasis on the hedonic experience today. This study developed servicescape variables suitable for the On-premise channel by exploring atmosphere and sensory-related literature. Specialized with the benefits of environmental psychology as to the On-premise channel, it is expected to create commercial value for channel operators and the consumer market through the development of research objects (On-premise channel) and the use of research variables (servicescapes and perceived restorativeness).
A total of 287 valid online questionnaire samples were distributed in this study, the results through various statistics can be shown that lightness of background music, brightness of visual light and human crowding of space are all significantly related to the perceived restorativeness. Also the PR variables had a positive relation to the purchase intention.

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