從種子到杯子－論咖啡序列價值

From Coffee Seed to Coffee Service－ Exploring on the Serial Value of Coffee

游涔琳(TSEN-LIN YU)

指導教授 ： 范振德

嶺東科技大學/管理學院/觀光與休間管理系碩士班/碩士(2019年)

摘要

培育自咖啡園的咖啡，經加工調製成餐飲服務之飲品，無論是生態體驗、休閒體驗乃至餐飲服務，在人們追求美好的消費體驗時，其由種子至杯子的傳送過程，究竟會產生那些價值，而這些價值之間所產生的序列價值是本研究所亟欲探究的。本研究透過次級資料分析法及半結構式深度訪談法蒐集試驗資料，再透過紮根理論Atlas.ti之編碼分析及詮釋結構模式，探知咖啡由種子至杯子之歷程及序列價值。有關咖啡序列價值之結果，本研究發現，咖啡的種子生長過程，扮演了生長生態、供需資源、生態學習及自然體驗等序列價值；而在咖啡豆的烘焙及調製過程，發揮了加工製造、科技創新、經濟效益及互惠互利等序列價值；最後的咖啡服務階段，咖啡扮演了交流學習、交流互助、悠閒抒壓、創新休閒、享受氛圍、驚奇浪漫、休閒肯定、樂觀心境和心靈和樂等序列價值。咖啡序列價值之環環相扣特性，除可提供咖啡經營者之經營參考外，尚可提供咖啡休閒活動或建構咖啡文化之參考。

關鍵字

序列價值 ； 紮根理論 ； 詮釋結構模式 ； 咖啡文化

並列摘要

This research aims at exploring the serial value of coffee, which cultivated from the coffee orchard, then processed into a beverage for catering services. No matter what experiences of ecology or leisure are, or even served in a café, when the people pursue a good consumer experience. What are those serial values of coffee induced and transfered from seed to cup? Moreover, it is interesting to explore the relationships of those values generated and linkaged among those values. Firstly, the data are not only collected through methods of secondary data analysis and semi-structured in-depth interviews, but also are coded and analyzed by software of Atlas.ti that authorized by the grounded theory and ISM respectively. The serial values of coffee that processed from seed to service are verified as follows. The serial values of coffee play an ecology role during coffee seed growing, such as resources of supply and demand, ecology and natural experiences for human learning. While the coffee also takes into account of enhancing technological innovation, economic benefits and mutual benefit during the processes of coffee bean roasting and making. In the final stage of coffee service, coffee offers the values of communication learning, mutual help, pressure relief, innovative leisure, joyful atmosphere, surprise of romance, leisure affirmation, optimism and soul peace. Regarding the close relationships of serial value of coffee, the results and recommendations could be referenced by who manageing business, leisure activities, and constructing coffee culture.

並列關鍵字

Serial value ； Grounded theory ； ISM ； Coffee culture

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