| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 95 === This study was conducted from the perspective of consumer culture and used human behavior and space structure as tools to understand the consumption of lounge bar. This study employed two approaches to collect data. Firstly, the field observation was employed for learning the space structure of lounge bar and revealing the direction for interview. Secondly, the semi-structured interview was conducted for discovering the consumers’ perception and exploring the meaning of lounge bar for them.
The data were analyzed in four sections: (1) consumers’ general perception of lounge bar, (2) the spatial compositions of lounge bar and people’s perception of it, (3) consumers’ behaviors, tastes and lifestyles, and (4) their identification with lounge bar. The result was further discussed on (1) how the character of lounge bar, a stylized space for relaxation, had been formed, (2) how lounge bar consumers distinguished themselves from non-consumers by tastes, and (3) the ambiguity of meaning emerged from lounge bar consumption.
Research findings include, firstly, relaxation is the major function of lounge bar, which not only makes people feel ease and pleased but also facilitates social contacts, including business meeting or private gatherings. More importantly, enjoying relaxation in the lounge bar signifies a distinctive style. It is the uniqueness of the lounge bar to integrate relaxation with stylization. The stylization of lounge bar is formed by both interior design and consumers’ lifestyles.
Secondly, lounge bar consumers also distinguish themselves from others by tastes and behaviors. These differences can be seen at the choice of materials, the process of group identification, and the preference of shopping places.
Thirdly, lounge bar consumption also reveals the ambiguities in the ways consumers use lounge bars, such as socials vs. personal relaxations. Lounge bars make people feel comfortable and bring a sort of stylish amenity different from their own living rooms. It also provides consumers with energetic activities to resist their routine and mundane lives.
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