Spiritual Meals of Sense and Sensibility–Atmosphere Construction for Coffee Shops

• Main Authors: Chen, Shin-Fu, 陳信福
• Other Authors: Chang, Shin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/20833589968277641591

碩士 === 龍華科技大學 === 商學與管理研究所碩士班 === 94 === With the economy grows and era changes, drinking coffee seems to be a an indispensable in people's recreation nowadays. Except tasting coffee, enjoying the atmosphere of the coffee shop is also for quite important purpose for a modern consumer. This research is realizing the reciprocation between coffee shop and consumers who often go to consume. With reviewing relevant literature and interviewing, we dividing 11 stages of family life cycle into three major classifications: Single, Married, and Aged, to find out how importance of the space and atmosphere acted to consumers with the passing consumption experience and psychology of cycle of family life at every stages. We invited 18 interviewees to attend into this semi-structural individual interview and observe how they participations of the space, and use a “mixture analysis” which mixes categorization analysis and contextualization analysis to proceed the data induction analysis. The result indicates: (1) The factors of “family” and “fostered” have changed consumer's original behavior. (2) The factor of “life cycle “, change consumer's psychology , impressions of treating atmosphere. (3) The potential dynamic space interaction leads the interaction between consumers and spaces. (4) Quiet and private indoor space is easiest to accept by consumer. (5) ”The atmosphere“, provides consumer comfortable feedback to experience. (6) High-quality products / services, also for the key factor of managing.