本研究目的在探討游泳池消費者背景變項在服務品質、體驗價值及再消費意願上之差異，並驗證服務品質、體驗價值及再消費意願之間影響關係。以嘉義市四家游泳池消費者為研究對象，採分層配額抽樣，發出400份問卷，回收357份有效問卷，有效回收率為89.3％。資料經統計分析結果發現：(一)游泳池消費者的婚姻狀況、年齡、學歷及每月收入變項在知覺服務品質上未達顯著性差異，性別達顯著性差異。(二)游泳池消費者的性別、婚姻狀況、年齡、學歷及每月收入變項在體驗價值上未達顯著性差異，學歷達顯著性差異。(三)游泳池消費者的性別、婚姻狀況、年齡、學歷及每月收入變項在再消費意願上未達顯著性差異。(四)游泳池消費者知覺服務品質會正向影響體驗價值，知覺服務品質會正向影響再消費意願，體驗價值會正向影響再消費意願，知覺服務品質透過體驗價值後對再消費意願會間接影響，所以體驗價值在模式中具有部分中介效果。以上結果可供泳池經營者未來擬定經營策略之參考。

The objective of this study is to probe into the difference of swimming pool consumers' background variables in perceived service quality, experience value and re-consumption willingness, and to validate the impact of perceived service quality on experience value and re-consumption willingness. This study regarded swimming pool consumers as the subjects in Chiayi City, employed stratified quota sampling, distributed 400 questionnaires and recovered 357 valid questionnaires with a valid response rate of 89.3%. The results of statistical analysis of information are as follows: (1) The marital status, age, education and monthly income of swimming pool consumers show no significant differences in the perceived service quality, but their gender shows significant differences.(2) The gender, marital status, age, education background and monthly income of swimming pool consumers show no significant differences in the perceived service quality, but their educational background shows significant differences.(3) The gender, marital status, age, education background and monthly income of swimming pool consumers show no significant differences in the re-consumption willingness.(4) The perceived service quality of swimming pool consumers will positively affect the experience value. The perceived service quality will positively affect the re-consumption willingness. The experience value will positively affect the re-consumption willingness. Also, the perceived service quality will indirectly affect the re-consumption willingness through experience value, so the experience value serves, to a certain extent as, as a mediate. The aforesaid results can use as reference for pool operators to develop future business strategies.