The purpose of this study was to understand the relationship of service staff’s emotional display, surface acting, deep acting and consumer purchase intentions. Using a questionnaire survey to collect the data from average consumers. There were 135 valid responses collected. The tools included “Purchase Intentions Scale”, “Emotional Display Scale” and “Emotional Labor Scale”. The results was analyzed by several statistical methods and showed as follows: 1. Service staff’s emotional display was significantly correlated with consumer purchase intention. 2. Service staff surface acting and deep acting was significantly correlated with consumer purchase intention. 3. The hierarchical multiple regression analysis indicated that service staff’s positive emotional display and deep acting had positive impact on consumer purchase intentions. Service staff with surface acting had negative impact on consumer purchase intention.