The existing literatures including many researches about customer behavioral intention, but most of the researches focus on the products or the service process. There is no research concerning if the customer experiential value influence customer behavioral intention. Therefore, the research is aimed at establishing a relationship model on the customer experiential value, customer behavioral intention, and the moderating effects from involvement in health club. The results demonstrate that higher customer experiential value in health club will positively influence customer behavioral intention; however, involvement of the customer will not moderate the relationship between customer experiential value and customer behavioral intention.