傳統店家再造之魅力因子-以迪化街為例

現今台灣社會各種新興品牌店家林立，電商平台的新起與消費者消費習慣的改變，也使得許多台灣在地的傳統店家隨著時間，逐漸地被大環境所取代，因此如何重塑傳統店家，為逐漸沒落的老字號品牌帶來新生，也成為台灣目前十分重要的議題，而隨著文化創意產業的推動，政府與設計者們也開始重新思考傳統店家的新可能，如2015年台北市商業處提出的｢台北造起來｣店家再造計畫，此計畫針對目前台灣在地的傳統店家，提供品牌形象、店面空間與行銷面向之輔導，目前在各方努力下，許多傳統店家成功轉型，保留了老店家其獨有的背景故事，將其店家特色重新轉化，創造出全新的經營模式與店家特色。研究旨在探討目前傳統店家再造後，其品牌形象、商品包裝與室內設計三大構面之魅力因子，將地點選定於擁有百年產業歷史的迪化街，透過文獻整理與實地走訪，整理出六間傳統店家再造後之成功案例，而後透過評價構造法與專家深度訪談法統整出30項傳統店家再造之魅力因子，並針對此30項魅力因子與6間傳統再造案例進行問卷資發放與資料分析，找出吸引消費者之魅力因子與6間傳統再造案例共同之魅力，以作為日後傳統店家再造時，於設計層面之參考依據。經由研究結果顯示，吸引消費者之魅力因子主要著重於商品包裝與室內設計兩大構面，於六間再造成功案例店家共同的魅力因子共有六項分別為包裝簡約乾淨、包裝商品一目瞭然、空間整體乾淨整齊、商品陳列清楚、動線規劃簡單、空間明亮，在Kano品質模式部分，針對此30項魅力因子進行判定後，對於消費者來說當具備時滿意度會有所提升之因子為包裝乾淨方便收納、包裝一目瞭然，清楚的商品資訊、品牌識別清楚、空間乾淨整齊、商品陳列清楚、動線規劃簡單、空間明亮、材質與色彩選用符合其品牌形象此10項魅力因子，而透過獨立樣本T檢定與單因子變異數針對問卷進行分析，顯示出於不同性別、職業、學歷、年齡層間之受試者，對於魅力因子、消費意願、消費經驗的部分，會因各店家風格的不同，於喜好上也會有顯著的差異性。

關鍵字

迪化街；傳統店家再造；魅力因子； kano品質模式；文化創意產業

並列摘要

Nowadays, since there are many new brand stores emerging in Taiwan, the rise of e-commerce platforms and the shift in consumer habits have caused many traditional stores to be gradually replaced by the new brand stores in Taiwan as time goes by. Therefore, how to reinvent the traditional stores and bring new life to the old brands that are gradually disappearing has become a very important issue in Taiwan. With the promotion of cultural and creative industries, the government and designers have begun to rethink new possibilities for traditional stores, such as the project “Reinventing Taipei” proposed by the Taipei City Office of Commerce in 2015. This project provides guidance on brand image, store space and marketing for traditional stores in Taiwan. With the efforts made by various parties, many traditional stores have succeeded in transforming themselves, preserving the unique backstories of the old stores, retransforming their features, and creating new business models and store characteristics. This study aims to investigate the attractiveness factors of the brand image, product packaging, and interior design of the three major determinants after the transformation of traditional stores. Through literature compilation and on-site visits, six successful cases of reinvented traditional stores were compiled. Then, the evaluation grid method and the in-depth interviews were used to determine the 30 attractiveness factors of the reinvented traditional stores. The questionnaires were distributed and analyzed for these 30 attractiveness factors and the 6 cases of the reinvented traditional stores. The attractiveness factors that draw consumers and the attractiveness of the six successful cases were identified to serve as a reference for the future design for re-engineering the traditional stores. The study results show that the attractiveness factors for consumers mainly focus on two major determinants: product packaging and interior design. There are six attractiveness factors that are in common among the six successful case stores: simple and clean packaging, clear packaging, clean and tidy space, clear display of products, simple flow planning, and bright space. After evaluating these 30 factors in the Kano model, we found the 10 factors that would increase consumer satisfaction, including clean packaging for easy storage, obvious packaging, clear product information, distinctive brand identification, clean and tidy space, well presented merchandise, simple layout, bright space, and material and color choices that match the brand image. The analysis of the questionnaires conducted by using the independent sample t test and analysis of variance (ANOVA) indicates that in terms of attractiveness factors, consumer willingness, and consumer experience, subjects with different genders, occupations, education levels, and age groups show significant differences in their preferences depending on the style of each store.