| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士班 === 103 === In the highly competitive service industry, the salesclerks at first line are the bridge between the company and the customers. They also determine the service quality. In recent years, companies standardize the salesclerks through their appearance, clothes, and so on, in order to attract and influence the customers. The companies communicate the service and corporate image to the customers by using salesclerks’ aesthetic labor as well. Therefore, aesthetic labor has an important position in business practices. To clarify the relationship among aesthetic labor, positive affect and behavior intention, 311 customers from fashion store ZARA are being extracted, and convenience sampling is used in this study. The result shows that the aesthetic characteristic of aesthetic labor will directly positive affect behavior intention. The aesthetic requirements of aesthetic labor will directly positive affect behavior intention. The service contacts of the aesthetic labor will directly positive affect behavior intention. The aesthetic characteristic of aesthetic labor will, through positive affect, further positive affect behavior intention. Aesthetic requirements of aesthetic labor will, through positive affect, further positive affect behavior intention. Service contacts of aesthetic labor will, through positive affect, further positive affect behavior intention. In addition, the study further proposed advices for business practice and further research for managers and researchers as consultation.
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