本研究以體驗行銷中五感體驗的概念為研究架構,試圖探討消費者對下午茶 空間的美感反應與滿意度為何?目前相關五感體驗的研究多以產品、品牌為主, 著眼於室內環境的相關研究仍不多。因此本研究試圖就消費者對消費室內空間美 學進行探究和釐清,以下午茶空間為例,在研究方法上,使用個案分析了解透過 五感體驗消費者對其下午茶空間的美感反應,請曾到店家消費的消費者填寫問 卷,以了解其感受與印象。 本研究以台北市東區的「好樣棒棒」為研究個案,主要是探討下午茶空間的 五感體驗和滿意度之間的關聯性。經以SPSS 12.0 對300 份有效問卷統計分析結 果發現: 1. 在五感體驗的10 個因素中,受測者最滿意的是:「視覺體驗-商品陳列與裝 飾物」。 2. 消費者的性別和教育程度會影響他們的五感體驗感受;性別的不同同時會影 響消費者的滿意程度。 3. 五感體驗各因素和滿意度之間互有相關,五感體驗越強烈,消費者滿意度相 對越高。 4. 消費者對「好樣棒棒」的滿意度預測變項:「綜合體驗-整體感受」、「視覺體 驗-空間搭配與設計」、「味覺體驗-店內餐飲」、「觸覺體驗-店內家俱與其餘物 品」、「性別-女生」和「月收入-30,001~50,000」等,6 項變項可預測滿意度 72.5%的變異量,此結果反映五感體驗與個人屬性對於消費者的滿意度有相當大的影響力。
By far, researches about ensory experiences mostly focus on marketing products and brands, but not on the aspect of interior environment. Thus, this study scheme of experiential marketing is based on the concept of the sensory experience, and studied an afternoon tea space interior environment of “VVG Bong Bong”. With client surveys, we studied customers’ perceptions toward the interior space, and then analyzed the aesthetic responses of the environment and customers’ satisfaction. The purpose of this study was to explore the relationship among aesthetic responses and customer satisfaction. An investigation was conducted on the customers of “VVG Bong Bong”. The data collected from 300 samples was analyzed using SPSS computing software. The statistically significant findings were as follows: 1. In regards to the 10 factors of sensory experiences, the test subjects are most satisfied with: “visual experience- merchandise display and decoration”. 2. The gender and education level of consumers will impact their feeling of the sensory experiences; different genders will, at the same time, impact customer satisfaction. 3. The sensory experience factors are all related to satisfaction, the stronger the sensory experiences, the higher customer satisfaction is. 4. The satisfaction predictors of consumers on “VVG Bong Bong”: “comprehensive experience – overall experience”, “visual experience - space cooperation and design”, “taste experience – store food”, “Tactile experience – store furniture and other items”, “gender - girl” and “monthly income - 30,001~50,000”, 6 variables can predict 72.5% of the satisfaction variance, this result has shown that sensory experiences and personal attributes have a considerable impact on consumer satisfaction.