休憩環境之情感設計內涵與重遊意願關係研究－以卓也小屋為例

感性消費時代興起，意謂著消費者從早期僅重視價格、功能取向，轉而更為重視本身的情緒體驗與情感價值。由於現代人對於生活品質的注重，休憩環境的存在確實有其重要性，因此，賦予場所生命力及故事性，創造感動的附加價值，漸漸成為設計的核心目標。　　本研究從情感設計觀點，探討遊客對於休憩環境之情感設計內涵與重遊意願關係，以卓也小屋休閒農莊為研究標的，採量化研究「相關性研究法」，經由實地觀察、文獻分析及質性訪談的方式，並根據唐納．諾曼（Donald A. Norman）提出之情感設計三個層次－本能層次、行為層次、反思層次作為構面，對於休憩環境情感設計內涵萃取七個因素：「天然景觀」、「感官氛圍」、「材料質感」、「體驗互動」、「服務機能」、「情境意象」、「思維形象」，針對卓也小屋休閒農莊之遊客進行問卷調查，有效回收問卷，共計255份，以SPSS統計軟體為分析工具，研究結果發現：一、情感設計內涵七個構面因素，受測者綜合態度得分最高的前三項，依序為「情境意象」、「感官氛圍」及「思維形象」。二、受測者個人屬性、消費行為對於休憩環境情感設計內涵，有部分顯著差異。三、受測者對於休憩環境情感設計內涵七個構面因素之滿意程度、綜合態度與重遊意願，均呈現顯著正相關。四、逐步迴歸分析顯示，被選入的四個變項中，皆與情感設計內涵相關，分別為「情境意象滿意程度」、「思維形象綜合態度」、「感官氛圍滿意程度」及「體驗互動重視程度」，反映情感設計內涵，對於休憩環境規劃的重要性。本研究結果，作為提供設計者與業者，進行休憩環境相關規劃之參考。

關鍵字

休憩環境；情感設計；重遊意願

並列摘要

The rise of the perceptual consumption era implies that consumers turn more attention from the earlier price and functional orientation to the emotional experiences and values. Owing to the emphasis on the quality of life, the existence of the leisure environment is crucial importance. Therefore, investing spaces with vitality and narrative and creating the touching value added gradually becomes the core of the design goals. 　　From a perspective of emotional design, the thesis was investigated on the relationship between the connotation of emotional design of the leisure environment and the revisiting willingness. The thesis adopts the correlation research method, uses the ways of field investigation, literature review and interviews and consults the theory which proposed by Donald A. Norman to study on the Zhuo-Ye Cottage. The emotional design proffered in the theory contains three levels: visceral, behavioral and reflective. Based on the concepts of seven factors from it, which included "natural landscape", "sensual atmosphere", "material texture", "experience interactive", "service function", "context imagery", "thinking image" to do the questionnaire survey to the visitors in Zhuo-Ye cottage. The data collected from 255 interviewees, which are analyzed by SPSS 18 computing statistical software. As shown from the results: 1. Among the seven factors of the emotional design connotation, the highest score of overall attitude was "context imagery", "sensual atmosphere" and "thinking image". 2. Individual attributes and consumer behavior of some interviewees had significantly differences on emotional design connotation. 3. Among the seven factors of the emotional design connotation, the visitors’ satisfaction, overall attitude and revisiting willingness positively correlated to each other. 4. Step-wise regression analysis demonstrated that there were four chosen factors relevant to the emotional design connotation. These four relevant factors were "the degree of satisfaction of the context imagery", "the degree of overall attitude of the thinking image", "the degree of satisfaction of the sensual atmosphere", and "the degree of importance of the experience interactive". They were collectively accounted for 47.9% of the predicted value. The results highlighted the significance of emotional design connotation to the scheme of leisure environment. 　　The study offers reference materials for designers and dealers to map out the leisure environment.