在網際網路的日新月異下，實體書店的經營無可避免地走向衰退，在這樣的情境下，這個產業不得不找尋另一條出路，因此許多經營者將實體書店與現今日益盛行的美學行銷結合，也逐漸轉向文化創意產業的行列。本研究目的為探討大眾在造訪書店會特別注重的美學認知，欲找出令顧客願意持續進行消費選擇的主要條件，並歸納使用者對傳統書局美學認知的類型，由30份回收的問卷中顯示，以Q 方法進行資料分析，大致分為空間配置合適型、座位舒適整潔型、環境安靜便利型三種類型，本研究並針對三種類型提出適當的建議。

Because the internet grows quickly, there is a great difficulty in the management of traditional bookstores. In this circumstance, managers must try to find a solution and get through the problem. Luckily, some operators use the concept of Marketing Aesthetics and create a new road. This research wants to find the main factor influencing customers while they are consuming. By using Q method, we classify 30 respondents into three types- comfortable spatial allocation, relax and clean seats and quiet and convenience environment. We give some appropriate suggestions for these types.