| Summary: | 碩士 === 國立臺北教育大學 === 社會與區域發展學系碩士班 === 102 === This study attempt to realize the current status of a city’s consuming space of wisdom and it’s emotional aesthetical values, by the case study of five types of coffee franchise stores in Taipei. The consuming space of wisdom of five types of coffee franchise stores in Taipei were divided into core-area, margin-area, periphery-area by geo-space of stores; classical-type, flavor-type, fashion-type by style of stores. This study collected and analyzed datas by field surveys, case interviews, and questionnaires.
The emotional aesthetical values of coffee franchise stores, were composed by Material aspect (includes elements of collection, comfort, taste); Social aspect (includes elements of progressive, sensibility, communicability); Knowledge aspect (includes elements of learning, decision-making, operation); and Atmosphere aspect (includes elements of designing, elegancy, familiarity). These elements which generalized above were for the purpose of moving customers and forming values. The transition of five types of coffee franchise stores in Taipei were divided into three stages: in the first stage, stores were mainly distributed in the downtown Taipei; in the second stage, stores started to spread to the suburbs; and in the third stage, stores devoloped toward the new-formed commercial core zone.
In the term of geo-space: the elements include collection, taste, communicability, designing, and familiarity in core-area were significantly higher than margin-area and periphery-area. In the term of style: the elements include collection and progressive of classical-type were significantly higher than fashion-type; and the learning element of flavor-type was significantly higher than fashion-type. In the term of emotional aesthetical values: female, persons under the age of 20, students, persons monthly income of less than NT20000, the more significant in material aspect; female, college educated persons, persons monthly income of less than NT20000, the more significant in social aspect; female, persons under the age of 20, graduate school educated persons, students, persons monthly income of less than NT20000, the more significant in knowledge aspect; female, persons under the age of 20, students, the more significant in atomosphere aspect. The consumers who the more comsuption, or the longer resident, they experienced higher emotional aesthetical values. The emotional aesthetical values among material aspect, social aspect, knowledge aspect, and atmosphere aspect, had a significant correlation with each other.
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