消費者的再購行為才是企業經營獲利的利器。為「維繫」原有顧客的再購行為，消費滿意度一直是學者研究探討的重點。但滿意的客人並不等同於忠誠的客人，顧客雖然對產品或服務感到滿意，但卻不一定有再購的意願或行為；知覺價值才是再購意圖的重要指標。然而，過去有關服務品質、顧客滿意度的研究，均從消費者「獲得」面做探討，卻忽略消費者「付出」面的考量。再者，服務知覺價值須考量到服務業所具有無形性的特性。因此，須將有形產品及無形產品的知覺價值涵括在內才能充分瞭解顧客購後行為意圖。 本研究主要目的由民宿遊客服務知覺價值來探討其行為意圖。經刪除垃圾問項後進行探索因素分析所形成的構面和Petrick (2002)提及衡量服務知覺價值的五個構面相吻合，顯示所形成之實證性構面和由文獻歸納出的概念性構面符合。主要研究結果顯示，服務知覺價值以「情感反應」構面最能預測遊客再消費意願，而「聲譽」構面則最能預測遊客的推薦意願。

Consumer's re-purchase behavior is the key of profit-making in a business operation. In order to "maintain" the re-purchase behavior of existing customer, customer satisfaction is always a focus for academic study. Yet, a satisfied customer does not mean a loyal customer; although a customer is satisfied with the product or the service, he/she does not necessarily have the re-purchase intention or behavior. Perceived value is actually a significant indicator of re-purchase intention. Nevertheless, the previous studies concerning service quality and customer satisfaction primarily focus on the aspect of customer's "gain" and neglect the consideration of customer's "give". Moreover, perceived value for a service should include the intangible nature of the service industry. Therefore, we must take into account the perceived value of tangible product and intangible product to completely understand customer's behavioral intention after purchase. The purpose of this study is to explore the behavioral intention of bed & breakfast visitors from the data of their perceived value for the service. After omission of rubbish questions, we proceeded with the exploratory factor analysis. The results coincide with the five dimensions Petrick (2002) suggested in measuring perceived value of a service, indicating that the empirical aspects are consistent with the conceptual theory from the literature reviews. The major research findings show the dimension of "emotional reaction" in perceived value of a service is the best indicator in predicting visitors' intention of re-purchase; while the dimension of "reputation" is the best indicator in predicting visitors' intention of recommendation.