Previous studies have indicated that the creation of outstanding consumer value was for spa hotels to achieve sustainable financial and market success. In this study we identified the key factors that affected consumers¡¦ behavior or purchasing decisions, and the process how consumers chose a particular hotel for spa service, which was appropriate for themselves under such intensely competition among spa hotels in Taiwan. The study aims to assess a relational perspective on the value perception relationships, and to examine the main effects and the processes linking perceived value, its antecedents and willingness to buy in Taiwan spa hotel industry. The economical deduction was adopted to provide the constructs positioning and adequate rationality of the conceptual model. The analysis of Pearson correlation indicated that the recent downsizing economy might be the source that affected the attitude of ¡§leisure service consumption¡¨ in more conservative way because of the weakly significant relationship between perceived value and willingness-to-buy. The hierarchical multiple regression (HMR) was used to assess the main effects and the processes. The HMR analyses revealed that customers separately considered perceived quality and perceived price, the immediate situational factors of benefits and sacrifices, particularly when purchasing a spa service product, which will lead to changes in behavior. Perceived quality totally mediated the price-value relationship, and perceived value partially mediated the quality-willingness and price-willingness relationship. Sex and living location moderated the quality-value relationship. Marriage status and consumptive times moderated the value-willingness relationship. The finding indicated that the perception of customer value was very much dependent upon quality and much less dependent upon risk and price in Taiwan spa hotel industry; management and advertising objective should focus on increasing customer value by improving the customer perceptions of overall product and service quality. The moderation of demographic variables provides managers directions to offer proper packages to potential customers.