戶外咖啡座的利用狀況與吸引行人對店舖注視行動之研究－以台北實踐大學商圈為例

A Study on Variations of Pedestrians' Actions According to the Use Situation of A Coffee Terrace-In Case of Taipei SHIH CHIEN University Shopping Areas

張翠萍(Tsui-Ping Chang)

《民生論叢》 6期 (2012/01) Pp. 93-116

https://doi.org/10.30117/HEVI.201201.0004

摘要

設有戶外咖啡座的咖啡店，由於座位與外部空間相連，不但利用者可以產生視覺上的開放感，街道上的行人也由於可以看到咖啡座的利用狀況與氛圍，而產生對這個店鋪的興趣。因此，在這樣的咖啡座消費的利用者存在本身，就成了創造店舖印象的要素之一。本研究是假設利用戶外咖啡座的客人，會影響行人對這個店鋪的注視行動。研究目的是欲瞭解利用戶外咖啡座的客人的人數、性別等條件，對行人注視行動的變化，將有助於提供商家做為提高集客性及誘目性之店鋪正面設計之參考。研究方法是選擇台北實踐大學商圈的A咖啡店做為實證地點，在預先安排的利用狀況下，對一般行人的注視行動，進行觀察調查、問卷調查與深度訪談，切實瞭解利用狀況的可變要素在實際上對行人注視行動的影響程度。研究結果顯示，當戶外咖啡座有利用者時，行人對店鋪之注視率較高；又行人將臉轉向注視咖啡座，並非只是注視利用者的狀況，而是以利用者在座為契機去注視店舖的氛圍和裝潢、商品等。

關鍵字

注視行動 ； 戶外咖啡座 ； 行人 ； 店鋪正面設計 ； 觀察實驗

並列摘要

Due to the connection between seats and outside space, not only can café stores with open terrace produce a sense openness of vision for users, but also the passing by pedestrians on the streets arise interest on this store since they can see the situations of using the open terrace. Therefore, the existence of consuming users themselves become one of the factors creating the impression of the shores.This study assumes that guests using open terrace of café stores will have effect on the ”attentive behavior” of the pedestrians passing to this shops. The purpose of this study aims to realize how to apply different conditions of the guests using the open terrace of café stores, such as the number, gender of the guests and so on, affect the variation of the ”attentive behaviors” of pedestrians, which will offer valuable reference for the owner of the stores in shop-façade design to improve the function of collecting guests and attracting the attentions of the pedestrians. The methodology of this study is to choose café store A in the shopping area of SHIH CHIEN University as experimental location for undertaking observing investigation, questionnaire and in-depth interview, which are under the using conditions of this store by prearranging, through which one can clearly understand how much the variable factors of using conditions of the open terrace actually influence the ”attentive behavior” of pedestrians passing by this store. The results of the study reveals that the attentive rate of the pedestrians on the stores are higher while there were users sitting at the open terrace of the café store. Also, when pedestrians turned their faces to watch the café store, they did not purely watch the using situations of the open terrace, but also watched the atmosphere, decor and merchandise of the store through applying the opportunities of the users being on the seats.

並列關鍵字

attentive behavior ； open terrace ； pedestrian ； shop-façade design ； observational experiment