咖啡館環境識覺模式之研究

咖啡館是人們生活中重要的休閒場域之一，咖啡館應如何營造獨特且浪漫的環境氛圍，其環境識覺模式為何？引起本研究興趣。本研究首先透過次級資料分析法蒐集相關文獻，其次採用半結構式深度訪談法訪談消費者及咖啡館經營者各12位，最後以非參與式觀察法蒐集各特色咖啡館資料。資料分析採紮根理論認證之Atlas.ti分析軟體進行見實編碼、開放性編碼、主軸性編碼及選譯性編碼。研究發現咖啡館環境識覺構面主要有「主題風格」、「內裝擺設」、「感性要素」、「知性要素」、「專屬空間」、「心靈調適」等構面；經營者應考量消費者之心靈調適需求，融合獨特的內裝擺設、專屬空間及知性要素，呈現個性化之主題風格，提供有品味之感性氛圍感動消費者。研究建構之咖啡館環境識覺模式，將有助咖啡館之氛圍建構與其後之經營管理，後續量化學者亦可本此結果，驗證特色咖啡館環境識覺模式。

關鍵字

紮根理論；主題風格；感性要素；知性要素；心靈調適

並列摘要

Being an important leisure field for drinking coffee in our day-to-day life, it is interesting to explore how to create the environmental atmosphere with unique and romantic feelings through drinking coffee in this study. This research aimed to investigate the model of environmental percept ion for café which data are collected and triangulated by using research tools of secondary data analysis, non-participant observation and semi -structured in-depth interview with 12 consumers and café managers individually. Those data are analyzed by Atlas.ti software which authorized by grounded theory as well as through vivo coding, open coding, axial coding and selecting coding. The results are summarized as follows. The dimensions of environmental percept ions for café concluded ＂theme style＂, ＂interior decoration＂, ＂sensual factor＂, ＂intellectual element＂, ＂exclusive space＂ and ＂soul adjustment＂, etc. The managers should consider the needs of soul adjustment for consumers to create a sensual atmosphere to touch the consumer's emotion which based on the theme style of the exclusive space with unique interior decoration and intellectual elements. The model of environmental percept ion of café is contributing to whom want to plan and construct the café. The relationships among dimensions of environmental percept ion of café could offer to an important reference for quantitative research.