以體驗經濟探討有機生鮮超市之空間型態「以天和鮮物台北旗艦店為例」

An Experience Economy Discussion of the Space Form of an Organic Super Market in Taiwan-a case of Tan-Hou Flagship Shop

葉紀美(Chi-Mei Yeh) ； 陳文亮(Wen-Liang Chen)

《傳承與創新-文化混血的設計創意》 十五屆 (2016/12) Pp. 523-536

https://doi.org/10.6678/IICHC.2016.35

摘要

現今食安問題日益嚴重，導致現代人更重視食品安全及健康飲食，使得有機食品市場日新月異，因此，在這個商機下引起相同類型、各式通路加入競爭。消費者的價值已從商品本身轉變，希望藉由有機生鮮超市的品牌理念及經濟模式帶給消費者感官上的附加加值，而在體驗經濟的趨勢及消費結構的轉變下，消費者開始重視商品背後所能提供的心理感受，本文研究則希望以體驗經濟中的五感體驗為主要架構，探討空間營造及企業商品形象之間的關聯性，進而分析空間的創造對於消費著於購物體驗之感受。從文獻的資料分析中發現，近年來販售有機生鮮食品通路實體店鋪的擴張，消費者開始重視商品背後所能提供的心理感受，因此藉由空間設計強化品牌商品的意念，讓消費者在空間消費同時，相對感受到空間氛圍帶給消費著的感官體驗。本研究希望以體驗經濟的觀點探討「有機生鮮超市空間」，透過調查研究了解消費者對於不同有機生鮮食品販售的空間型態，給予有別於「視覺體驗」，試圖以思考式體驗及行動式體驗於空間中，提供使用者的差異消費感受。

關鍵字

有機生鮮超市 ； 附加價值 ； 體驗經濟 ； 五感 ； 空間型態

並列摘要

Nowadays the food peaceful question day by day is serious, causes the modern people to take food safe and the healthy diet, causes the organic food market to change with each new day, therefore, causes the same type, various types circuit under this opportunity joins the competition. Consumer's value transformed from commodity itself, hoped because of lives the fresh supermarket organically the brand idea and the economic type takes to the consumer on the sense organ the attachment to add the value, but in the experience economy tendency and under the consumption pattern transformation, the consumer starts the psychological feeling which takes behind the commodity to be able to provide, this article studies hoped take experiences in the economical five feeling experience as the main construction, discussion space building and between the enterprise commodity image relatedness, then the analysis space creation regarding is expending feeling in the shopping experience. Discovered from the literature material analysis that, in recent years sold sells lives the fresh food circuit entity shop organically the expansion, the consumer starts the psychological feeling which took behind the commodity to be able to provide, therefore because of the spatial design strengthening brand commodity thought, let the consumer while the spatial expense, relatively felt the spatial atmosphere took is expending the sense organ experience. This research hope experiences the economical the viewpoint discussion ＂to live the fresh supermarket space organically＂, the penetration investigation and study understood the consumer regarding different organically lives the spatial state which fresh food sells sells, gives is different with ＂the visual experience＂, attempts to ponder the type experience and the motion type experience in the space, provides user's difference expense feeling.

並列關鍵字

Organic market ； Value Added ； Experience marketing ； Five Senses ； Space