臺灣茶館空間魅力因子探討研究

臺灣因為多山與位於副熱帶的環境條件，成為國際重要的茶葉產地之一。臺灣培育的好茶聲名遠播，使得茶葉成為拓展外銷市場的重要農產品之一，正因為茶產業文化與臺灣政經社會密不可分的關係，隨著這百年來的茶業發展，而產生獨樹一格的平民品茗文化，受到臺灣茶文化的影響，也創造出對應的品茗空間，這些品茗空間擁有豐富的文化特色，更可視為臺灣在地文化的縮影。本研究旨在探討臺灣茶館關鍵的魅力因子，以作為茶空間設計的參考。本研究應用魅力工學之評價構造法，蒐集消費者對臺灣茶館空間中的魅力因素，透過問卷調查法的實施，針對搜集對象所得之結果，應用Kano二維品質模式對問卷項目進行分類，探討消費者情感屬性評價與滿意度之間的相關性，藉由Kano品質模式所提出之概念，探究消費者對茶館氛圍的需求差異，並透過這樣差異性，歸納出消費者對於茶館空間設計必要的條件，其中本研究整理出臺灣茶館13項魅力品質項目、9項一元品質項目與2項無差別品質項目，並以這些品質項目作為設計依據，適時將臺灣茶文化內涵帶入商業空間中，期能歸納出一個具備現代機能與歷史氛圍的茶館空間設計準則，為臺灣茶市場與文化間作更緊密的結合，讓消費者在空間人文氛圍的感染下，願意停下腳步，進入此空間，細細感受手中的那味茶。

關鍵字

臺灣茶館；魅力工學；情感評價屬性； KANO品質模式

並列摘要

Because of the subtropical climatic and mountainous terrain conditions, Taiwan is a powerful producer of quality teas. And there are many famous teas still being produced, this makes Taiwanese tea an important crop to international markets. For the past few decades, with the improvement of economy in Taiwan, domestic market of tea became promising, which led to a unique style of public tea-culture that is different from other places. Above all, I hope to integrate Taiwan tea market and culture by researches on Taiwan images, and help to design a tea house both have the sense of modern and historical style, by taking the culture of Taiwanese tea into the commercial space. In this study, We used Kano model to explore how design elements and styles in Taiwan tea houses affect customers’ satisfaction. With the Evaluation grid method, the attractive factors of consumers can be collected, and used on the Two-dimensional Kano model that study the quality of the relationships between consumer sentiment property evaluation and satisfaction. With the Kano model, we can identify the different factors of consumer’s requirements for the tea houses, and summed up some important factors that would attract younger age groups. As a reference on tea house designs, We want to design a tea house that combines international and Taiwanese style commercial space, providing customers a memorable place where Taiwanese tea culture is vibrant and alive.