消費者對手搖式飲料店門市裝潢之視覺觀感調查

隨著人們生活水平的提升，以及對於自我價值的對等追尋，對於美的事物的追求與認同，有了越來越多的選擇與呈現方式，美的定義不再只是存在於美術館與藝術課程之中，而是充斥在生活中的許多小細節，「美學（感）價值」（Aesthetic Value）油然而生。各種商品的業者透過將「美」的注入，提升商品的價值與銷售量，店家透過裝潢努力創造消費者的注目度與來客數，消費者則透過對於美的選擇，來展現自己應有的價值與品味，美學創造經濟已是潮流。手搖式飲料店在台灣民國70年代崛起後，各式品牌快速成長，此景已成為台灣街道的特色文化之一，也融入了台灣人的茶飲生活習慣。依據台灣連鎖暨加盟協會（Taiwan Chain Stores and Franchise Association, TCFA）出版的「台灣連鎖店年鑑」顯示統計至2014年，手搖式飲料店業者已成長為79家，全台共有5992家手搖式飲料店，而每一家店面的地理位置在熱鬧的商圈內，或許是緊鄰，或許是對望，市場競爭激烈。各家手搖式飲料店除了推出專屬的特色飲品外，紛紛也投入注重店面裝潢的行列，無不希望藉由店面裝潢來凸顯自我的特色與格調，好為產品加值，以吸引認同店面裝潢品味的消費者，故店面裝潢已成為消費者第一印象與決定是否嘗試消費的關鍵。本研究試著藉由市場既存的12家手搖式飲料店，透過店家拍攝與問卷調查的方式，讓每一位受測者在每看完一家手搖式飲料店的照片後即做問題回覆，故每位受測者一共做了12次問答，一共有464位受測者協助問卷調查。最後再以問卷調查與訪談的結果歸納出最受消費者喜歡與注目的店家，關鍵因素分別是「空間風格」、「空間色彩」與「裝潢建材」。消費者或許會注目與喜歡有風格與精緻裝潢的店家，此能加深消費者對企業與飲品的正向聯想，但要消費者確實付諸消費行動時，消費者對於新鮮食材的直覺性聯想，才是關鍵。故在空間風格上，能與有茶飲文化的國家（中國、英國、日本）劃上等號，更能讓消費者相信飲料的品質；在空間色彩上，能藉由新鮮食材做延伸，如新鮮水果的色彩、茶葉的綠色，讓消費者對飲品的新鮮度有好的聯想；在裝潢建材上的選用，天然的素材最受消費者歡迎與認同，讓消費者感到舒適、質樸與天然的同時，也願意接近店家嘗試消費。

關鍵字

美學價值；手搖式飲料店；空間風格；空間色彩；裝潢建材

並列摘要

Following by the better living standard and seeking relative self-worth, there are more and more choices and illustrations for beauty pursuit and identity. When beauty is no longer defined only by museums or art courses, but reflected in life details, “Aesthetic Value” arises. For example, industry raises prices and sales by injecting “aesthetic” factors into products, stores catch people’s attention and promote customer flow by shop decoration, and consumers show their value and taste by choices of beauty. Obviously, it’s a trend that aesthetic values create economy. After tea shake shops rose in 1980s, various brands grew in streets and became one of the Taiwanese characteristic culture that integrated local tea drinking habits. According to “Taiwan Chain Store Almanac” by Taiwan Chain Stores and Franchise Association, TCFA, tea shake industries grow to 79 corporations and 5992 shops in total until 2014 in Taiwan. Since every tea shake shop locates in the shopping district and neighbors each other, the competition is extremely hard. The tea shake corporations not only develop their own special drinks, but also invest a lot of money in shop decoration to benefit their products. They aims to be attractive and famous for the consumers by the unique interior design styles. Consequently, the tea shake shop decoration decides the first impression on customers and become the key factor for business. This research is based on 12 existing tea shake corporations by the method of questionnaire. With photos of the 12 shops, each respondent answered questions once looking at one shop’s photos sequentially. Survey result successfully included questionnaires from 464 respondents and 10 interviews from them. It shows that 79% of respondents believe that shop decoration is important, and 81% of respondents will consider the tea shop decoration before making decision to shop. The key factors for the most attractive tea shop are “Interior Style”, “Interior Color” and “Decoration Material” with regard to the result of survey and interview. Tea shops with stylish and delicate shop decoration may be attractive to consumers and make positive connection with the corporations and drinks. However, the crucial part is to build up the intuitive image of fresh ingredients to push consumers to pay. That is, the more the interior design style is linked to the tea culture of China, England, and Japan, the more reliable tea quality for consumers. If tea shop colors are composed of vital fruit color or leaf green, that will contribute to image of fresh drinks as well. Moreover, natural shop decoration materials are popular with consumers, which win their trust and make them feel comfortable to give it a try.