臺灣生活水準與品質的提昇，帶動了休閒與健康美容美體產業的發展，提升產業的經營者關注那些因素會影響消費者願意至美容美體的店家進行消費。因此，本研究探討美容美體產業的移轉障礙、服務品質、以及關係品質對消費者行為意向之關係。以曾經體驗過美容美體的消費者為研究對象，經問卷調查回收的有效問卷，使用SPSS統計軟體進行差異分析、相關分析、以及迴歸分析。本研究分析結果顯示，移轉障礙的人際關係、移轉成本、以及替代品吸引力對消費者行為意向具有顯著正向影響。服務品質的可靠性與反應性、以及關係品質的滿意與承諾對消費者行為意向也具有正向顯著性影響。同時，本研究發現服務品質對關係品質能具有正向顯著影響。 The improvement of living standards and quality in Taiwan has enhanced the development of the leisure and health, beauty and personal care industry, increasing operators pay more attention to factors that will affect consumers’ willingness to head to beauty and personal care physical shops. Therefore, this study explores the relevance of switching barriers, the quality of service and the relationship in the beauty and personal care industry to consumer behavioral intentions. This research adopts consumers who have experienced the beauty and personal care physical shops as the research objects, and utilize valid questionnaires for differentiation analysis, correlation analysis, and regression analysis by SPSS Statistics software. The findings of this research show that the interpersonal relationship of switching barriers, switching costs, and the attractiveness of substitutes have a significant positive influence on consumer behavioral intentions. It also found that the reliability and responsiveness of service quality, as well as the satisfaction and commitment of relationship quality that have a positive and obvious influence on consumer behavioral intentions. In the meantime, this study noticed that service quality has a significant positive effect on relationship quality.
