- 學位論文
以環境心理學看百貨商場之節慶擺設
Using Environmental Psychology to Examine Festival Decorations in Department Stores
摘要
節慶在歷史變遷中無所不在，深深烙印在人類的歷史與生活中，隨著時空背景的變化，在繁忙的現代社會生活的壓力下，傳統節慶依然熱鬧，不管國際性的跨年活動或是亞洲的春節、元宵節等，亦或是西方節慶聖誕節、萬聖節，皆以享樂為主要目的的節慶活動，這些節慶活動在民眾的日常生活中大量出現，而節慶又可帶來可觀的經濟效益，讓節慶與人與環境有了緊密的關係，形成一種記憶消費與符號消費。而節慶活動為了帶給人們一種主題性的體驗，常會有大型裝置藝術呈現出特定主題與情境，使參與者產生特殊的感受與體驗，Pine and Gilmore (1998) 指出成功的活動會讓人印象深刻，當節慶來時，民眾會在空間中佈置出許多相關的裝飾與擺飾物，商家業者也會佈置出大型的裝飾藝術，使在現場的人們能感受到滿滿的節慶氛圍，讓人身心放鬆並享受節慶。隨著時代進步，越來越多裝置藝術使用在節慶活動上，李華鈴(2019)提到裝置藝術也能用以宣傳或商業化的目的，為其企業、品牌、觀光等帶來人潮效果。故本論文提出：以環境心理學的角度探討百貨商場與節慶與空間氛圍組成之陳設物件，三者之間的關聯性為何？而這些節慶陳設是否會刺激民眾消費？ 本研究第一階段將運用Lefebvre(1991)提出之節慶空間生產、Leonard Koren(2020)所提出之擺飾擺放原則結合美學形式彙整出共12項因子，進行8間百貨空間分析，將以大眾較知曉的節慶，如聖誕節、農曆春節、母親節、萬聖節四個節日作為商場空間分析的時間點，了解百貨空間與節慶以及節慶擺設三者間的關聯性。 本研究發現四種不同類型之百貨商場在不同節慶期間的擺設和佈置位置都有其特色和考量，而在設計擺設手法上皆有一定的規律和主題性，以提升節慶氛圍，吸引更多的消費者和遊客，另外也發現在節慶空間生產因子上與擺設手法有所牽連，會因佈置規模與元素之豐富性而有所差異，第二階段問卷調查發現節慶佈置中的「敘事性」、「隱喻」、「共鳴」等因子在提升民眾感受度和消費意願方面具有重要作用。不同百貨商場的佈置主題和擺設手法會對消費意願產生不同的影響，為了最大化節慶佈置對消費意願的影響，商場應注重提升佈置中的各個因子的表現，創造出更吸引人的節慶氛圍。
並列摘要
Festivals are ubiquitous in historical changes and are deeply imprinted in human history and life. With the changes in time and space, and under the pressure of busy modern social life, traditional festivals are still lively, regardless of international New Year’s Eve activities or Asian The Spring Festival, Lantern Festival, etc., as well as Western festivals such as Christmas and Halloween, are all festivals with enjoyment as the main purpose. These festivals appear in large numbers in people's daily lives, and festivals can bring considerable economic benefits. Let festivals have a close relationship with people and the environment, forming a kind of memory consumption and symbol consumption. In order to bring people a thematic experience, festival activities often have large-scale installation art to present specific themes and situations, giving participants special feelings and experiences. Pine and Gilmore (1998) pointed out that successful activities will leave an impression on people. Profoundly, when festivals come, people will arrange many related decorations and ornaments in the space, and merchants will also arrange large-scale decorative arts, so that people at the scene can feel the full festive atmosphere, which makes people physically and mentally Relax and enjoy the festival. As the times progress, more and more installation art is used in festival activities. Li Hualing (2019) mentioned that installation art can also be used for publicity or commercial purposes to bring crowds of people to its companies, brands, tourism, etc. Therefore, this paper proposes: From the perspective of environmental psychology, we explore the display objects that make up department stores, festivals, and space atmosphere. What is the correlation between the three? Will these festive displays stimulate public consumption? The first stage of this research will use the festival space production proposed by Lefebvre (1991) and the decoration placement principles proposed by Leonard Koren (2020) combined with aesthetic forms to compile a total of 12 factors to analyze the spaces of 8 department stores. The four festivals that are well-known to the public, such as Christmas, Lunar New Year, Mother's Day, and Halloween, are used as time points for shopping mall space analysis to understand the correlation between department store space, festivals, and festival decorations. This study found that four different types of department stores have their own characteristics and considerations in the decoration and placement during different festivals, and there are certain rules and themes in the design and display techniques to enhance the festival atmosphere and attract more people. Consumers and tourists also found that the production factors of festival space are related to the display techniques, which will differ depending on the scale of the layout and the richness of the elements. The second phase of the questionnaire survey found that the "narrative" in festival decoration, Factors such as "metaphor" and "resonance" play an important role in improving people's sensitivity and willingness to consume. The layout themes and display techniques of different department stores will have different impacts on consumption intentions. In order to maximize the impact of festival layouts on consumption intentions, shopping malls should focus on improving the performance of each factor in the layout to create a more attractive festival atmosphere.