從空間消費心理學探討連鎖早午餐品牌Morni店鋪設計之應用研究

Explore Brunch Brands Chain From the Psychology of Space Consumption on the Applied Research of Morni Store Design

劉倪均(Ni-Jun Liu)

指導教授 ： 王伶芳

國立臺中科技大學/設計學院/室內設計系碩士班/碩士(2023年)

摘要

隨著國人生活習慣及早餐文化的轉變，迫使許多連鎖早餐店嘗試轉型為早午餐店，導致同品牌店鋪設計的差異性日益突顯，其中Morni品牌本身定位就是以一店一特色的店裝形式拓展店家數，且近幾年有慢慢活躍的跡象，為了要更深入的探究消費心理學在店鋪空間的實務應用，故使本研究選擇5家中部地區的Morni分店作為研究案例對象。

本研究透過文獻分析法、案例研究法、問卷調查法，進行Morni店鋪設計調查研究分析以及消費心理學於Morni店鋪空間設計之應用的研究，其主要目的如下:(一)分析Morni店鋪外觀設計與室內空間規劃型態；(二)從空間消費心理學的觀點，擬定檢核表檢核Morni店鋪空間規劃設計手法之符合程度；(三)以檢核結果為基礎，探討一般民眾對於Morni店鋪設計手法之認同感；(四)探討在兼顧品牌形象下，設計師塑造「一店一特色」設計思維與設計手法的共同性與差異性。

本研究發現在「店鋪外觀設計」方面，大多採用穿透性高的材質作為全穿透性立面之呈現，且喜好採用入口退縮設計，以營造空間層次感；在「室內空間規劃」方面，大多保留或沿用舊材質元素作為室內裝修之呈現，且喜好選用多種類型的座位作為用餐配置；並且從中發現，各家研究團隊為了使藝術與商業價值達到平衡，多採用輕裝修的設計，重點裝潢，以色彩規劃及店鋪風格等，帶出Morni一店一特色的店鋪設計。最終，調查結果顯示：1)影響「吸引力」的關鍵設計因素為外觀造型、廣告招牌設置、燈光設計；2)影響「安全感」的關鍵設計因素為隔間裝修、走道空間、座位設計；3)影響「便利性」的關鍵設計因素為點餐動線、外帶座椅設計。

關鍵字

空間消費心理學 ； Morni早午餐店鋪 ； 設計應用

並列摘要

With the changes in the lifestyle and breakfast culture of the people in Taiwan, many chain breakfast shops have attempted to transform into brunch shops. This has led to an increasing emphasis on the differences in store design among the same brand. The Morni brand itself is positioned to expand its stores with unique designs for each location, and it has shown signs of increasing activity in recent years. In order to further explore the practical application of consumer psychology in store space design, this study selected five Morni branches in the central region of Taiwan as research cases.

This research uses literature analysis, case study, and questionnaire survey methods to conduct an investigation and analysis of Morni store design, as well as the application of consumer psychology in Morni store space design. The main objectives are as follows: (1) Analyze the exterior design and interior space planning of Morni stores. (2) From the perspective of spatial consumer psychology, develop a checklist to assess the degree of conformity of Morni store space planning and design techniques. (3) Based on the checklist results, explore the public's acceptance of Morni store design techniques. (4) Explore the similarities and differences in the design thinking and techniques of "one store, one uniqueness" while maintaining brand image.

This study found that in the aspect of " storefront design," the majority of cases used materials with high translucency to achieve a fully transparent façade. Moreover, there was a preference for employing a recessed entrance design to cultivate a sense of spatial layering. In the aspect of "interior space planning," the majority of cases used to retain or reuse existing material elements for interior decoration presentation. Furthermore, it was observed that various research teams aimed to strike a balance between artistic and commercial value, often opting for a design approach characterized by light decoration but emphasized furnishings. Elements such as color planning and store aesthetics were utilized to highlight the unique characteristics of each Morni store's design. In conclusion, the survey results revealed the following key design factors influencing different aspects:(1)Key design factors impacting "attraction" were exterior aesthetics, placement of advertising signage, and lighting design.(2)Key design factors influencing the sense of "security" included partition decoration, aisle spacing, and seating arrangement.(3)Key design factors affecting "convenience" encompassed ordering flow, and the design of takeaway seating.

並列關鍵字

Spatial Consumer Psychology ； Morni Brunch Store ； Design Application

參考文獻

一、中文書籍

1.李銘龍(1994)。應用色彩學。台北市：藝風堂出版社。

2.陸洛、高旭繁(2013)。商業心理學：商場上的讀心術。新北市：前程文化。

3.張煒、張玉明、胡國鋒、李俊(2017)。商業空間設計。北京：化學工業出版社。

4.賀柏瑜(2022)。顧客需求模型：行銷者的實用工具書。台北市：優理實業有限公司。