The Study on the Consumption Experience of Theme Restaurant－The Case Study of Moncoeur

• Main Authors: Hsing-Jung Chen, 陳星蓉
• Other Authors: 黃振家
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/u6bhme

碩士 === 淡江大學 === 大眾傳播學系碩士班 === 101 === As the economic growth, the living becomes more comfortable and convenient. The meaning of the product has changed from the functional-toward to the value-toward; moreover, consumers not only choose their products rationally but also pursue the spiritual and esthetics needs. The concept of the restaurant is not just a space but the textual space that is full of symbol meanings. The study attempts to understand the consumer’s experience of Moncoeur and the hidden meanings of the space. The study bases on quantitative and qualitative research. The study finds that the landscape of Europe-style attracts experience of senses and the atmosphere of nature and home-related also bring the experience of feelings to consumers. However, the theme of happiness needed to be deeply thought by consumers. As a result, to raise the experiences of think and relate, more activities that related to deeply think of the happiness need to be well planned.