隨著社會環境不斷提升，壓力亦存在生活日常，消費者對於購物的選擇已不僅只有價格、品質、口味等，情感二字已成為當代產品設計的考量，現在產出的商品不但應具有實用性，也該具有能夠打動消費者情感的概念。消費者購買行為多會傾向能體驗對自身具有「療癒」作用的商品或服務，因此市面上不少生活型態品牌紛紛推出以療癒為首要目的的商品及服務。本研究之研究對象為春水堂人文茶館與其消費顧客，春水堂人文茶館可謂臺灣茶飲市場上較廣為人知的茶館品牌，首先本研究以問卷方式客觀得出目前消費者相較以往臺灣人特有的跟隨風潮行為，現代消費者更注重自己接觸商品時的第一感受；隨後透過訪問曾於春水堂人文茶館購物之消費者，完成顧客旅程分析；接著本研究實地走訪觀察消費者於店內用餐時的行為及感受進行深度了解。視覺是人類極為主觀的感官之一，研究者實地走訪調查場域風格，春水堂人文茶館採用東方古典風格，與現代茶館裝飾方法有所不同，突顯茶館舒適及簡單自然的感受，於春水堂人文茶館消費之顧客多是因商品及用餐環境的良好印象而對其品牌產生正向效果，且經觀察研究發現，環境及服務若能滿足消費者需求，消費者便不再以價格決定購買與否，春水堂人文茶館運用大量視覺感受之療癒手法，打造良好場域環境，不止滿足消費者就餐時生理性質上的需求，更是滿足消費者心靈快樂的途徑之一。

Social Environment Constantly improves, pressure exists in daily life between you and me. Consumers’ experiencing are not just concern about price, quality, and taste. Actual feeling has become a consideration in contemporary product design. Products should not only be useful, but also with concepts that appeal to consumers' emotions. Consumers tend to purchase goods or services that have a " Therapeutic " effect on themselves. As a result, many lifestyle brands are launching products and services with therapeutic as their primary purpose. The research object is Chun Shui Tang and its consumer customers. Chun Shui Tang is a well-known teahouse brand in Taiwan restaurant. In the first place, this study objectively obtained the trend following behavior of current consumers compared with the previous Taiwanese through a questionnaire. Modern consumers pay more attention to their first impression when they reach the product. Second, by observed consumers who have experience at Chun Shui Tang to analyze the customer journey. Thirdly, Researcher visits and observe consumers' behaviors and feelings when eating in the restaurant. Visual art is one of the most subjective human senses. The researcher visits the restaurant and investigates the style. Chun Shui Tang adopts the Chinese classical style, which is different from the modern restaurant layout, especially design in the comfort and simple natural feeling of the restaurant. Most of the customers at Chun Shui Tang have a positive effect on the brand because of the good impression of the products and the dining environment. Observation and research have found that when the environment and services meet the needs of consumers, consumers will not only concern about the price, but also actual feeling. Chun Shui Tang uses a lot of visual feelings of soothing layouts to create a good environment, not only to meet the physiological needs of consumers when dining, but also to meet happiness of consumers.