本研究旨在探討餐旅服務人員對口紅感官知覺與購買意願之研究。以從事餐旅服務業曾經購買口紅之女性為研究對象，使用問卷調查法進行資料之收集，透過抽樣方式採用立意抽樣與滾雪球方式發放問卷，有效問卷285份，有效回收率為95.0%，回收後的資料透過描述性統計、卡方檢定、獨立樣本t檢定、ANOVA單因子變異數分析、雪費事後比較法、皮爾森積差相關及一般多元迴歸分析進行資料之統計分析。主要發現如下：一、個人背景因素對感官知覺有部分顯著差異；二、個人背景因素中唯有香味偏好對購買意願有顯著差異；三、感官知覺與購買意願皆呈顯著相關性；四、個人背景變項中之香味偏好與感官知覺之視覺感受及觸覺感受對購買意願具解釋力。根據研究結果提出建議：在化妝品產業中，建議業者強化消費者感官知覺，以花、果香口紅為主，精緻的包裝外觀設計、產品對唇部的安全性、舒適感等，使消費者藉以提升購買意願。

The purpose of this research is to explore consumers' perception of lipsticks and their willingness to purchase. The research focused on female consumers who used to buy lipsticks in the beauty and hospitality service industries. The data was collected using questionnaire surveys. Questionnaires were distributed by means of intentional sampling and snowballing through sampling. 285 valid questionnaires and an effective recovery rate of 95 %. The recovered data is statistically analyzed through descriptive statistics, Chi-square, t test, ANOVA one-way analysis of variance, Scheffe's methed, Pearson correlation and Multiple regression analysis. The main findings are as follows: 1. Personal background factors have some significant differences in sensory perception; 2. Among the personal background variables, only fragrance preference has a significant difference in purchase intention; 3. There is a significant correlation between sensory perception and purchase intention; 4. Scent preference and sensory perception in personal background variables. Visual and tactile feelings can explain purchase intention. Based on the research results, suggestions are made: In the cosmetics industry, it is recommended that the industry strengthen consumers’ sensory perception, focusing on floral and fruity lipsticks. The exquisite packaging design, the safety and comfort of the product on the lips can enable consumers to use Increase purchase intention.