隨著時代的變遷，消費者逐漸開始追求更高的生活品質，傳統的飯店業所提供優雅、舒適的住宿環境，已無法滿足部分消費者的住宿需求，於是新興風格的飯店林立，打破了舊有的既定印象，相較於傳統保守的飯店，新興飯店改採用大膽的視覺配色及背景音樂更有助於刺激消費者的感官。因此本研究欲透過實驗法，以國際觀光飯店之色彩 (對比色 vs. 相近色) 與音樂 (古典樂 vs. 爵士樂) 來探討消費者情緒、知覺氣氛、知覺價值與購買意圖。茲本研究之研究目的歸納如下：一、探討飯店環境因素 (色彩、音樂) 是否影響情緒、知覺氣氛進而透過知覺價值影響購買意圖。二、探討消費者生活型態是否調節飯店環境因素 (色彩、音樂) 對情緒、知覺氣氛的影響。研究結果發現，旅館空間色彩與音樂對情緒有顯著之影響；旅館空間色彩與音樂對知覺氣氛有顯著之影響；生活型態在音樂對情緒及知覺氣氛的影響具有調節作用；消費者情緒和知覺氣氛對知覺價值有顯著影響；消費者知覺價值對購買意圖有顯著之影響。最後，本研究根據研究結果對未來研究與實務提出建議，給予未來旅館業者發展與轉型之參考。

Nowadays most conventional hotels provide customers with elegant and comfortable accommodations, but these types of traditional accommodating settings no longer have the appealing effect to mass audience’s interests. And so this is where the new and refreshing types of hotels come in for breaking the old traditional designed methods used in hotels. Comparing to traditional and conservative hotels, the new innovative hotels use daring visual color variants along with the background music to help stimulate consumer senses and shape their attitudes towards the hotel. The research purposes are as follows: 1. to discuss if environmental factors such as color and music may affect emotion and perceived quality, and further affect one’s purchasing intention; 2. to discuss the moderating effect of lifestyle and the correlation between abovementioned environmental factors and such moderation of lifestyle. The study will apply experimental method with a 2 x 2 factorial design. The independent variables will be color (analogous scheme vs. contrasting scheme) and music (classical vs. Jazz). This study found that the color of the interior design may affect one’s emotion and perceived atmosphere. Background music of a hotel may have an influence on consumers’emotion, and atmosphere. One’s lifestyle may moderate the effect brought by colors/music on emotion/ perceived atmosphere. emotion and perceived atmosphere may have significant influences on one’s purchasing intention.

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