本研究目的旨在探討臺灣大學溫水游泳池使用者消費體驗、參與動機、滿意度及忠誠度之關係，試圖建構其間之因果模式，並提出管理上的意涵。本研究採用問卷調查法，以261位臺大溫水游泳池之使用者為研究對象，採現場便利取樣方式收集資料，並以結構方程模式探討其關係。本研究結果顯示，消費體驗對參與動機、滿意度及顧客忠誠產生直接顯著影響效果，消費體驗並會透過滿意度及參與動機對忠誠度間接影響產生作用。從本研究結果可知游泳池使用者於設施使用後如能獲得良好的體驗感受，將會提昇對游泳池的使用滿意度、參與動機及產生忠誠度之表現。因此，建議業者應運用體驗媒介的行銷工具執行行銷活動強力刺激顧客的知覺體驗，提昇顧客對游泳池各項服務與設施良好的體驗感受並對他們傳達價值，方能造就更多滿意度及忠誠的消費者.

The purpose of this study was to test casual relationships for swimmers among consumption experiences, participant motivation, customer satisfaction and customer loyalty in the National Taiwan University. Furthermore, the model was applied in practical implications. The sample was selected from swimmers in indoor warmed swimming pool of the National Taiwan University. A survey responded by 261 participants was conducted with the convenience sampling method. In addition, structural equation modeling was utilized to test the model. Results showed that consumption experiences had direct and significant effects on participant motivation, customer satisfaction, and customer loyalty. Moreover, the influence of consumption experiences on the customer loyalty was mediated by participant motivation and customer satisfaction. Thus, if a swimmer had good experiences using facilities, the swimmer’s satisfaction,motivation, and loyalty would be enhanced. Therefore, practitioners are suggested to enhance customers’ experiences of swimming services.