| Summary: | 碩士 === 玄奘大學 === 視覺傳達設計學系碩士班 === 104 === Among the commercial spaces of food and beverage retailers, those of busy chain coffee shops were selected in this study to investigate lighting techniques and skills that they employed. The results of the emotional reactions of the public to different lighting types were then put together and studied. First, this study involved compiling emotional reaction types, and retrieving and selecting adjectives on emotional reactions from previous studies to administer a questionnaire survey on the emotional reactions of the public to lighting techniques used in chain coffee shops. The average scores were employed for a statistical analysis. Second, this study applied an assessment project survey, independent samples t-test, and one-way analysis of variance to conduct a statistical analysis of the questionnaire. The results and related suggestions were tested using the statistical results. Finally, in accordance with the statistical results, the following suggestions were proposed:
1. Regarding the preference of the public for the lighting of chain coffee shops, despite differences in individual backgrounds and consumption purposes, most subjects preferred simple and bright spaces.
2. Regarding the effect of lighting techniques on emotional reactions, front projection lighting generated more substantial senses of peacefulness, back projection lighting produced less considerable senses of peacefulness and pleasure, and down projection lighting created the strongest senses of pleasure and peace. Therefore, the subjects psychologically preferred a space equipped with down projection lighting.
3. The perceptions of pleasure and peacefulness were the most explicit emotional reactions the subjects experienced. Specifically, front projection lighting produced a sense of peacefulness in the subjects; back projection lighting did not create considerable emotional reactions in the subjects; and down projection lighting evoked the maximal levels of pleasure and peacefulness in the subjects.
The results showed that down projection lighting is the most commonly applied lighting technique in chain coffee shops, and that it invokes the most enduring senses of pleasure and peacefulness in subjects within the lighted area.
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