本研究之目的以Mathwick, Malhotra, and Rigdon (2001) 之體驗價值、Parasuraman, Zeithmal, and Berry (1996)與Loudon and Albert (1984) 之支付更多意願、忠誠度和抱怨之購後行為理論，探討台中地區室內游泳池體驗價值與購後行為之情況。運用因素分析、獨立樣本t檢定、多變量分析與相關分析進行回收問卷資料統計分析。人口統計變項方面以男性、未婚、21至30歲、大專院校學歷、月收入20,001-40,000元所佔比率最高，體驗價值因素為「趣味性」、「服務優越性」、「投資報酬」與「美感」，購後行為因素為「正向推薦」、「忠誠度」與「負向抱怨」。性別與婚姻在體驗價值與購後行為之獨立樣本t檢定均達顯著差異，教育程度、月收入與泳池類別在體驗價值與購後行為多變量分析均達顯著交互作用。皮爾遜相關分析顯示體驗價值與購後行為各因素均達顯著正相關，體驗價值以「投資報酬」與「趣味性」的關係最密切，購後行為以「正向推薦」與「忠誠度」的關係最密切，體驗價值與購後行為以「趣味性」與「正向推薦」的關係最密切。建議室內游泳池應建立服務人員對服務重視的觀念，培養及時解決問題的能力，維護良好的器材設施，強化消費者之體驗，建立良好的口碑與忠誠度，吸引消費者一再的到室內游泳池消費。

Based on the experiential values theories of Mathwick, Malhotra, and Rigdon (2001), and post-purchase theories of more willingness to pay, loyalty and complaints advocated by Parasuraman, Zeithmal, and Berry (1996), and Loudon and Albert (1984), the purpose of this study was to discuss consumers' experiential values and post-purchase behavior in indoor swimming pools of Taichung area. Analysis methods, such as factor analysis, t-test, MANOVA, and correlation analysis were operated to analyze collected data through questionnaire. The results indicated that the majority of consumers was male, single, at the age of 21 to 30, had college education, and earned $20,001-$40,000 per month. Factors of experiential values were “playfulness”, “service excellence”, “consumer return on investment”, and “aesthetics”; factors of post-purchase behavior were “recommendation”, “loyalty”, and “complaint”. Gender and marital status had significant differences in factors of experiential values and post-purchase behavior. Education background, monthly income and category of swimming pools had significant interactions with factors of experiential values and post-purchase behavior in MANOVA analysis. The outcomes in correlation analysis were shown each factor of experiential values and post-purchase behavior had positive relationship with the other, of which “consumer return on investment” had the closest relationship with “playfulness” in factors of experiential values; “recommendation” had the closest relationship with “loyalty” in factors of post-purchase behavior. “Playfulness” had the closest relationship with “recommendation” in the interaction of both factors of experiential values and post-purchase behavior. It is suggested that the management of indoor swimming pools build up service-oriented concept for its staff, train each staff with abilities to solve problems in time, maintain equipment and facilities in good condition in order to enforce consumers' experiential values, have well-known reputation and win consumers' loyalty and of great importance, draw consumers back to swim in the indoor swimming pool again.