隨著體驗經濟時代的來臨，消費本質產生了巨大的改變。消費過程不再僅是單純地產品消費，取而代之的是轉變成為一趟觸動人心的消費經驗之旅。其中，服務場域 (servicescape) 所塑造的主題餐廳 (theme restaurant) 不僅可以提升消費者的品質知覺，更能建立獨特的體驗特徵和市場區隔。然而，現今大多數主題餐廳業者仍堅信炫麗的空間裝修與提高營業目標之間存在著必然的依存關係。儘管投入大量裝修經費，有些業者可以達到利潤目標，但有些卻無法存活，其箇中原委則亟待澄清；再者，先前研究常將服務場域與消費者的品質知覺視為一種線性關係，甚少針對服務場域之屬性進行深入探討。基此，以主題餐廳為例，本研究透過 Kano 品質模式檢視消費者對服務場域之不同品質知覺評價，並增補滿意度和再訪意圖兩個變項，作為與服務場域、知覺的服務品質、愉悅感相互關係之實證測試，以提升整體模型在研究上的應用價值。分析結果指出，品質屬性與消費者品質知覺評價的確存在不同的 Kano品質分類之關係，且經由路徑分析得知「滿意度」具有鏈結的功能，能夠聯繫企業組織與消費者的長期關係，透過適當的轉換，便能將消費者的情緒轉變為更佳之重複購買行為。具體成果有效提供權衡取捨的重要性排序，並回饋至設計專業應用。

With the advent of the age of experience economy, the nature of consumption generated a tremendous change.Consumption process is no longer simply product and replaces it with a trip to touch consumer experience. The theme restaurant shaped by servicescape can enhance consumers' quality perception, create a unique identification of experience, and produce market segmentation and differentia. However, today most of the theme restaurant owners are still believe that there are the causal relationships between dazzling space decorations and improvement of business objectives. Although they have inputted a lot of restructure funds, some can achieve the profit goals and others can not be survived, what caused it to happen is urgent to clarify. Furthermore, previous studies have often been focused on the linear relationship between servicescape attributes and consumers' quality perception, seldom efforts in distinguishing the attributes of servicescape quality perception. To verify the consumers' needs of different degree levels, Kano model is employed to explore the different attributes classification; study also conducted a path analysis to confirm the appropriate of new model by adding two variables, satisfaction and revisiting intention, and their relationships with servicescape perceived quality, pleasure-feeling. The results pointed out that the 18 servicescape attributes can be classified as different categories, and proved the two-dimensional relationship between attributes and the customer satisfaction, furthermore, the "satisfaction" acted as a moderator to contribute to long-term relationship with consumers, by appropriate conversion, consumer emotion can be transformed into repeat purchase behaviors. The study provides a choice in order of importance serviccescape, and how it might be used in practice.