下午茶文化從英國19世紀貴夫人之間的流行休閒發展至今，已然成為了一種展現個人品味、風格的生活藝術。隨著時代的變遷，台灣越來越多的消費者開始重視用餐環境的氣氛、服務、店面設計與規劃、色彩、音樂、甚至是照明與空調也成為民眾考量的因素。而在眾多餐廳類型中，最注重氛圍的便是下午茶。本研究主要調查前往有氣氛、有設計感的複合式下午茶店的消費者，加上專業下午茶店與飯店/餐廳的消費者為研究對象，觀察其個人背景、生活型態、利益區隔、氛圍認知和消費行為，並深入探討生活型態、利益區隔、氛圍、人口統計變數對於消費型態的影響，以及生活型態、氛圍、利益區隔三個量表的相關情形。本研究的以問卷方式搜集資料，接著以信度分析、因素分析、卡方分析、單因子變異數分析、迴歸分析、皮爾森相關分析等方法進行資料分析。分析結果顯示，消費者的年齡、平均月收入、外向程度高的消費者與美食享受型的消費者對於下午茶消費行為各層面有差異存在，且生活型態、利益區隔與氛圍之間存有高度相關。本研究最後根據分析結果，提出整體行銷建議供相關業者參考。 / The culture of afternoon tea was originated from England in 19th century. At the time, afternoon tea was a popular leisure activity among upper classes women; nowadays, afternoon tea became a way to show individual’s taste and style. As for Taiwan, eating is more than just filling the stomach as time goes on. More and more Taiwanese consumers starts to put their attention on the dining environments including atmosphere, service, interior design, color, music and even light and air conditioning. Among all the meals, it is consumption of afternoon tea that concerned to atmosphere of the restaurants most. The thesis mainly researches on afternoon tea consumers of bakery cafés, professional afternoon tea providers and hotels/ restaurants. The purpose is to see consumer’s personal background, lifestyle, benefit search, evaluation of atmosphere, and to figure out how those variables affect afternoon tea consumption and how the variables affect each others. The thesis used questionnaires as the research tool to collect data, and then, used reliability, factor analysis, chi-square, ANOVA, regression and Pearson’s correlation coefficient to analyze the data. The results of the data analysis show that age, monthly income, outgoing personality, pursuit of delicacies has impact on afternoon tea consumption behavior, and there’s life correlation among lifestyle, benefit segmentation and atmosphere. At the end of the thesis is the overall marketing suggestion according to analysis results.