本研究以Mathwick, Malhotra, ＆ Rigdon (2001)之體驗價值理論爲基礎，目的在於探討連鎖商店屈臣氏之女性消費者對於美容化妝保養相關用品之體驗價值。運用因素分析、獨立樣本t檢定與多變量分析進行回收問卷資料統計分析。由資料分析顯示以未婚、31-40歲、大專院校教育程度、月收入20,001-40,000元所佔比例最高，已婚比未婚的消費者更同意在「美感」與「消費者投資報酬」的觀點，31-40歲之消費者比20歲（含）以下、21-30歲與41-50歲之消費者更同意在「消費者投資報酬」的觀點，高中職以下比大專院校教育程度之消費者更同意在「消費者投資報酬」與「服務優越性」的認知，月收入20,001-40,000元之消費者比20,000元以下之消費者更同意在「美感」與「消費者投資報酬」的認知，均達顯著差異。建議連鎖商店屈臣氏應加強工作人員對服務觀念的重視，提供消費者體驗價值的認知與提升消費者再度購買意願。

Based on the experiential values theories of Mathwick, Malhotra, and Rigdon (2001), the purpose of this study was to discuss female consumers’ experiential values of cosmetics/beauty merchandise sold in one of the chained stores: Watsons. Analysis methods, such as factor analysis, t-test and MANOVA were operated to analyze collected data through questionnaire. The results indicated that the majority of consumers was single, at the age of 31 to 40, had college education, and earned $20001-$40000 per month. Married consumers were more agreeable with "sense of beauty" and "consumer's return on investment" than singles. Consumers at age of 31 to 40 would rather agree with "consumer's return on investment" than consumers at age of 20 or under, 21 to 30 and 41 to 50. Consumers with senior high school or under education background were more consent to "consumer's return on investment" and "service superiority" than college graduates'. Consumers made $20001 to 40000 agreed with "sense of beauty" and "consumer's return on investment" rather than consumers made less than $20000. All the above results were attained to significant differences. It is suggested that Watsons inculcate the importance of good service to its staffs, provide consumers with the recognition of experiential value and enhance them to come shopping again.