商店設計表現方式之空間印象研究--以Esprit, Levi's服飾旗鑑店為例

A Study of the Relationship between Spatial Images and Boutique Design Features

金惠卿(Hui-Ching Chin)

指導教授 ： 張謙允

中原大學/設計學院/室內設計研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100518

摘要

以往對商店印象的研究偏向於商業研究之領域，以消費行為、行銷理論為主要探討議題。商店環境對於消費者印象之探討的確為商業領域研究中之一環，但「商店環境」或「商店氣氛」此概念僅為商業領域研究中影響商店印象形成構面之一，並未加以詳細討論。有鑑於此，本研究企圖藉由實証研究之方式瞭解國內消費者對於特定商店空間內印象與商店設計之間的關係。
本研究操作的方法是以實際空間分析與消費者觀感調查兩方向著手，空間分析對象為Esprit與Levi’s兩家服飾旗艦店，接著透過統計分析方式瞭解國內消費者對於商店空間印象觀感與設計表現方式辨別之項目，並由統計結果中得知消費者對於分析對象之空間印象與設計表現方式之關連。
在空間印象調查方面，本研究採用語意差異法，以25組形容詞作為消費者評選商店空間印象之依據。在商店設計表現方式辨別部分，則依據消費者的空間印象為基礎，在消費者所圈選出的整體空間印象項目中，找出空間印象所應對之「設計表現方式」項目，設計表現項目有：材料、色彩、造型、照明、空間尺度及動線，與其他。
研究結果部分顯示，Esprit旗艦店給消費者主要印象依次為都會的、年輕的、時尚的、乾淨的與柔和的。Levi’s旗艦店給消費者主要印象依次為年輕的、亮的、反映品牌的、時尚的、乾淨的等感受。在商店設計表現方式辨別上，Esprit旗艦店消費者主要的設計表現項目依次為色彩、照明、造型與材料，Levi’s旗艦店消費者主要的設計表現項目依次為造型、色彩、空間尺度與動線，以及展示方式等項目。
研究結果中另有商店空間印象與商店設計表現方式之間關連部分，Esprit旗艦店的色彩、造型與材料給消費者都會的與時尚的感受，色彩、展示方式與造型給消費者年輕的感受，材料、色彩與照明給消費者乾淨、柔和的感受。而Levi’s旗艦店的造型與色彩給消費者年輕的、時尚的感受，照明與色彩給消費者亮的感受，造型、色彩與材料給消費者反映品牌的感受，照明、色彩與展示方式給消費者乾淨的感受。

關鍵字

商店設計 ； 商店空間印象

並列摘要

Past research related to the store spatial images has focused on the perspectives of consumer behavior and marketing theories. The need of research about the knowledge of consumers’ images of store environment appears unavoidable; however, store environment or store atmosphere is only one of many factors that influence the store images and has not been well discussed. This study tries to examine the relationship between consumers’ store images and boutique design by utilizing the empirical method.
The research methods included in the current study are field spatial analysis and consumer survey. The subjects for field spatial analysis are two flagship stores of Esprit and Levi’s. The statistical analysis of consumer survey follows in order to understand consumers’ opinions about spatial image in the stores and to identify the determinant attributes of store design presentations. Furthermore, this study tries to understand the relationship between consumers’ store spatial images of the subjects and design presentations.
First of all, this study, in terms of spatial image, utilizes semantic differential scale with 25 items as the basis for consumers to evaluate the store images. Secondly, in terms of design presentations, the determinant attributes of consumers’ store impressions are chosen as the items of design presentations based on the previous procedure. These items include materials, colors, style, lighting, traffic flow, etc.
The results show that consumers’ store spatial images of Esprit Flagship store are urban-looking, young, fashion, neat, and delicate, respectively. Their impressions of Levi’s Flagship store include young, bright, brand-image, fashion, and neat, respectively. As for design presentations, consumers of Esprit Flagship store identify four items, including colors, lighting, style, and materials and those of Levi’s Flagship store also identify 4 items, including style, colors, traffic flow, and presentations.
In terms of the relationship between consumers’ store spatial images and boutique design, the attributes of colors, style, and materials of Esprit Flagship store give consumers the impressions of urban-look and fashion; colors, presentations, and style give the impressions of youth; materials, colors, and brightness give them the impressions of neatness and delicateness. The attributes of style and colors of Levi’s Flagship store give consumers the impressions of youth and fashion; style and colors give them the impressions of brightness; style, colors, and materials give them the impressions of brand name; lighting, colors, and presentations give them the impressions of neatness.

並列關鍵字

spatial image ； boutique design

參考文獻

中華民國連鎖店協會編

“Nike Just Does” It The Globe and Mail, October 13, 2000, p. M1

Fayek Mamdoub, and Barbara F. Heuberger “Design Concept and Function as a Criticism Framework for Retail Space”, Journal of Interior Design 24(1), pp.12-26 , 1998.

Terilyn A. Henderson and Elizabeth A. Mihas “Retail Brands Building” The Mckinsey Quarterly, n.3, pp110-117 , 2000.

中文部分