從五感理論探討美學應用於臺茶新時代之研究

A Study on the Application to the New Era of Taiwan Tea from Five Sense Theory

陳雅玫(Ya-Mei Chen)

指導教授 ： 林承謙

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2017年)

摘要

臺灣的茶文化已有百年歷史，具有深厚的文化底蘊，但又礙於茶文化的歷史厚重，又重藝講道，對大眾產生難以親近的距離感。根據當代社會現象之觀察，生活型態的茶文化消費樣貌，隨著茶飲的方式及生活風格的改變而有所異動，因此試圖從社會現場的茶品牌了解新時代下的臺灣茶葉消費之概念。
為探討當代新生活型態下的新時代茶文化，「新型態之茶飲空間」透過五感設計元素所營造之體驗空間，歸納分析其所建構的美學空間其所傳達的氛圍，及美學應用與呈現。本研究先藉由文獻及學理的爬梳，再以質性研究進行探討，經過立意取樣，針對個案進行實地參與觀察，以科學之方法將實際觀察紀錄整理歸納，再依其空間場域綜合分析。
透過實地參與觀察個案之消費場域，其所形塑的新時代茶文化風貌，皆型塑靜謐沉靜的空間氛圍，運用商品物件、陳列擺設融入、點綴、陪襯空間場域，創造即時的茶文化知覺印象，引導情境氛圍為生活美學體驗之項目內容，使品牌、產品與茶文化相互輝映，並達到一貫的風格。
依個案所提供的消費場域，瞭解在當代潮流下的茶文化的美學應用與呈現，本研究所獲得的結論：一、創造美學為根基之茶文化與生活交融。二、真實體驗之訴求較易引發消費者共鳴。三、以創新五感設計力突顯新茶文化風格。四、形塑品味美學概念之臺茶新文化。五、透過生活美學為導向之茶品牌經營。

關鍵字

美學體驗 ； 場域 ； 五感 ； 新茶文化

並列摘要

Taiwan's tea culture has a hundred years of history, has a profound cultural heritage, but due to the heavy history of tea culture, but also heavy arts sermon, the public have a close sense of distance. According to the observation of contemporary social. henomena, the consumption pattern of tea culture in life style has changed with the change of tea drinking style and life style. Therefore, we try to understand the tea consumption in Taiwan from the social tea brand in the new era. concept.
In order to explore the new era of tea culture in the new life style, the "new type of tea drinking space" through the five sense of design elements to create the experience of space, induction analysis of the construction of its aesthetic space to convey the atmosphere, and aesthetic applications With the presentation. In this study, the author first explored the qualitative research by literature and theory, then sampled the samples on the spot, observed the data on the spot and observed the actual observations in a scientific way. Then, according to the spatial field synthesis analysis .
Through the field observation of the consumption field of the case, the shape of the tea culture of the new era style, are quiet and quiet space atmosphere, the use of commodity objects, display decoration into, embellishment, foil space field, creating instant tea culture Perception of the impression, to guide the atmosphere for the life experience of the aesthetic content of the project, the brand, products and tea culture embraced each other, and to achieve consistent style.
According to the consumption field provided by the case, we can understand the aesthetic application and presentation of tea culture under the current tide. The conclusion of this study is as follows:1, the tea culture and life are the foundation of creation aesthetics.2, the real experience of the appeal more easily lead to consumer resonance.3, innovative design to highlight the five sense of new tea culture style. 4,the concept of aesthetic taste of the Taiwan tea culture. 5, through the life of aesthetics-oriented brand of tea business.

並列關鍵字

Aesthetic experience ； Field ； Five Senses ； New tea culture

參考文獻

21、張耀仁（2010）。產品觸覺風格的探討－以握杯為例〉，國立交通大學碩士論文。

25、趙偉妏（2009）。咖啡的美學體驗：符號空間與消費者實踐。交通大學碩士論文。

14、翁千媖（2009）。五感，知覺消費者利益與美好體驗關聯之實證研究—以咖啡消費為例，國立交通大學碩士論文。

10、邱銘珠（2003）。以使用者感官經驗為導向的舊建築再利用之研究，中原大學碩士論文。

2、何雍慶，蘇子炘，張永富（2004）。消費者體驗與訊息處理路徑對品牌延伸購買態度之影響，行銷評論，第1卷，第1期，頁1-20。