咖啡視覺藝術感性意象、感性語彙與人口變項關係探討

A Study of the Perceptual Images from Coffee of the Vision of Art, and the Relationship between Emotional Vocabularies and Demographic Variables

林俗吟(Su-Yin Lin)

指導教授 ： 連德仁

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00014

摘要

在文化經濟的發展下，美學商品將成為人們日常生活中觸發其美感的主要媒介美學事物已經變成是現代生活情境的基本構成要素，社會學家稱此為日常生活的美化學（the aestheticization of everyday life）。生活與藝術的結合，已經成為現代人過生活的一種生活公式：生活＋藝術＝以美感過生活（蕭新煌、劉維公，2001：7），美學體驗伴隨著消費文化而普及到社會大眾的日常生活中。在消費文化的潮流下，將情感符碼放入設計中，讓美學商品融合情感上的意義，將改變原商品在現代社會上的意涵。當商品有了情感的傳達，在商品的使用中將賦予人們使用上的美感體驗；在商品的價值上，將因為該商品隱藏的文化意涵，讓該商品價值提升，增添商品的競爭力。此外，情感符碼結合了情感、感官、效能體驗等多元面向，隨著時代的轉換，世代的交替，社會價值的改變，亦不斷延伸出新生活美學文化。

咖啡文化傳承經歷千年的歷史發展及演變，其應用範圍從原有的飲用功能，發展至生活藝術化功能，不僅增加了咖啡的文化內涵，更為生活增添了多元化的藝術新面貌及情感價值。早期花式咖啡的飲用，因為基督徒喝不慣的土耳其咖啡，因而發展出加入牛奶與糖調味的咖啡，成為維也納著名的「Wiener Melange咖啡」（王士文，2004：45）；現在咖啡的飲用上，除了添加物多變、研發出各式風味的咖啡外，咖啡工作者運用其創意巧思將起泡牛奶與咖啡結合當下，配合各式技法的運用，讓咖啡產生視覺上的變化進而達到美感的提升，增加咖啡飲用外的附加價值。目前臺灣的咖啡文化正值潮流興起之際，咖啡文化因歷史傳承而具有豐富的文化意涵，其所帶來的魅力逐漸影響消費群眾，進而形成為當代之潮流。
本研究將經由咖啡視覺藝術各技法的彙整歸納，使其能賦予生活的美感呈現；其次，運用感性意象來探討感性語彙，與人口變項的差異性分析，釐清咖啡視覺藝術各技法與消費者間之情感價值。因此，本研究之研究目的為：（1）瞭解咖啡文化之發展脈絡與精神傳承：（2）咖啡視覺藝術技法之歸納與整合；（3）咖啡視覺藝術的感性意象建構；（4）咖啡視覺藝術的感性語彙，與人口變項之差異性探討。文化創意設計在近年來在全球化的浪潮下，掀起了一股文化特色的關注熱潮，以知識經濟為類型的文化與創意產業結合，注入美學思維與情感因子，文化藉由情感傳遞，將造就消費文化的多元面貌，並帶來發展的潛能與就業，引領著消費者審視商品背後所蘊藏的文化價值。

本研究運用文獻分析法，探尋咖啡文化之歷史脈絡，以感性工學觀點，探討咖啡視覺藝術之感性意象，並輔以焦點團體訪談、問卷調查，並結合咖啡經營者、工作者、教學者及一般消費大眾之觀點，彙整為本研究之研究論文。本研究分為五大章節加以敘述：第一章緒論，說明本研究之研究背景、研究動機與目的、研究範圍與限制、名詞釋義。環顧社會咖啡文化的風行、崛起，透過探討進而間接接軌於生活美學，提升該商品之情感價值。

第二章主要探討世界性之咖啡文化發展，藉由文獻蒐集，瞭解亞洲咖啡文化發展與西方國家相異之處；首先，咖啡剛進入亞洲地區並沒有掀起熱潮；直到半世紀後，荷蘭人開始嘗試在亞洲的殖民地栽種咖啡，此時亞洲地區才開始進入世界咖啡的體系中，其次，不同於西方國家的是，亞洲已由原來的消費者身分改為生產者，參與著西方世界的咖啡風尚。本章主要探討咖啡文化之發展，梳理咖啡文化之發展脈絡，並希望咖啡透過歷史探討，增加其文化意涵。

第三章整合本研究所運用之研究方法、研究設計及統計分析依序敘述，首先，將研究方法之文獻分析、問卷設計及焦點團體訪談法與與統計分析，因素分析、信度分析、多變量變異數分析做簡單介紹外，亦將本研究所使用之各技法內容於文後說明；其次為研究設計，該小節將本研究所執行之研究蒐集、研究流程等依序紀錄說明，並藉由研究進度表，來闡述本研究進行之期程。

第四章為研究結果分析與討論，本章將問卷調查後之結果，經由統計軟體，透過因素分析、多變量變異數分析及信度分析，讓研究數據具體呈現。本章將分析項目分為兩小節紀錄，分別為咖啡視覺藝術之感性意象因子及分析與咖啡視覺藝術感性語彙與人口變項差異性分析。本章內容希望藉由理性的數據呈現，驗證咖啡之感性與情感價值。

第五章為結論，依據本研究之文獻分析及問卷調查，以此綜合歸納出本研究之研究結論，並給予未來欲繼續探討咖啡視覺藝術議題之建議。本章共分為三小節：第一節解析咖啡視覺藝術各技法之感性語彙與感性意象因子，希冀藉由咖啡視覺藝術各技法之感性意象萃取，能為感性商品帶來理性分析；第二節咖啡視覺藝術各技法之人口變項與感性語彙關係分析，期望透過該分析結果，提供咖啡工作者於實務上之參考，舉例而言，透過人口變項性別分析，咖啡工作者可以經由研究結果直接選擇操作技法，帶給消費者愉悅的消費經驗；第三節後續研究與建議，本研究礙於時間、地域等限制，故研究並未能全方位進行，因此，本研究指出本研究不足之處，提供後續研究者研究方向之參考。

感性消費與生活美學的時代來臨，情感體驗與美學商品逐漸的受到重視，美學事物已成為現代生活情境的基本構成要素，而美學體驗伴隨著消費文化，普及到社會大眾的日常生活中。以美感過生活，並非讓每個人都得致力於發揮藝術創作的能力，而去學習如何讓美學體驗成為日常生活的內容，甚至是重心。咖啡視覺藝術將有助於我們美感生活體驗並提升商品的情感價值。

關鍵字

咖啡視覺藝術 ； 感性工學 ； 感性意象

並列摘要

In the development of economy and culture, the aesthetic commodity will become the main medium of aesthetic things trigger its beauty in people's daily life has become the basic elements of modern life situations, the sociologist, said this is the daily life of the U.S. chemical (the aestheticization of everydaylife). The combination of life and art, has become a modern people live a life formula: Life + Art = live (Siao Sin-Huang, Liou Wei-Gong, 2001：7), to the beauty of the aesthetic experience along with consumer culture and spread to the daily life of the community. The trend of consumer culture, the emotional symbols into the design so the fusion aesthetic Goods emotional significance, and will change the implications of the original commodity in modern society. On the value of goods, because the hidden cultural meaning of the commodities, the commodity value enhancement, adding to the competitiveness of commodities when commodity with emotion to convey aesthetic experience in the commodity's use will be given on the way people use; In addition, the emotional symbol combines the emotional, sensory, performance experience, such as multi-oriented, with the conversion of the era, the alternation of generations, the social value of the change, and also continue to extend the aesthetic culture of a new life.

Thousand years of history of the development and evolution of coffee culture heritage experience, its scope of application development from the original function of drinking to the art of living, not only to increase the cultural connotation of coffee, and more life to add the new face of the diverse artistic and emotional value. The early fancy coffee drink because Christians not used to drinking Turkish coffee, resulting in the development of add milk and sugar to taste coffee Vienna's famous "Melange coffee"; coffee drinking, addition to additives changeable, developed the kinds of flavors of coffee, coffee workers use additional creative ingenuity combined with the current frothed milk and coffee, with the use of all kinds of techniques, coffee visual changes and thus achieve an aesthetic upgrade, increase in coffee drinking value. A time when the trend of the rise of coffee culture, coffee culture historical heritage and rich cultural meaning, its charm gradually affect the consumer masses, and then transformed into the trend of contemporary.

Aspirations of the study, compiled via the Coffee visual arts techniques summarized, so that it can give life aesthetic presentation, followed by emotional imagery to explore perceptual vocabulary differences of demographic variables analyzed to clarify the Coffee visual arts techniques with consumersof sentimental value. Therefore, the purpose of this study were: (1) to understand the context and spirit of the coffee culture heritage: (2) coffee induction and integration of visual art techniques; (3) coffee Visual Arts kansei image constructed; (4) Coffee visual art sensibility differences in vocabulary and demographic variables. Cultural creative design in the next wave of globalization in recent years, setting off a cultural characteristic concern boom, knowledge-based economy for the type of cultural and creative industries combined injection of aesthetic thinking and emotional factors, culture, consumer culture will be created by the emotional transference diverse landscape and bring development potential and employment, leading Taiwan to examine the merchandise behind the hidden cultural values.

In this study, the use of literature analysis to explore the historical context of the coffee culture to Kansei engineering point of view, the visual art of coffee sensual imagery, supplemented by focus group interviews, questionnaires, combine coffee operators, workers, educators and the general consumerthe public's point of view, compile-based study of research papers. This study is divided into five chapters: Chapter 1 will be described, the description of this research background, research motive and purpose, the scope of the study limitations, the Definition. If we take a look at the social coffee culture popularity rise through explore is thus indirectly standards in life aesthetics, enhance the emotional value of the commodity.

Second chapter discusses the worldwide coffee culture development, through literature research, to understand the development of coffee culture in Asia and Western countries differ at; First of all, the coffee just to enter the Asian region and did not set off a craze; until half a century later, the Dutch begantry coffee planted colonies in Asia, and Asia began to enter the system of the world coffee Second, unlike Western countries, Asian consumers from identity changed producers to participate in the the book Western world coffee fashion. This chapter focuses on the development of the coffee culture, combing the context of the development of the coffee culture and coffee through the history of life, increase their cultural implications.

Chapter integrate the use of the Institute's research methods, research design and statistical analysis described in sequence, first of all, the research methods of literature analysis, the design of the questionnaire and focus group interviews and statistical analysis, factor analysis, reliability analysis, multithe MANOVA also do a brief introduction of the various techniques used in this study content described in the text after; followed for the design of the study, the section will be the execution of the Institute's research collection, research and process sequence record description bythe period of the research process elaborated by the research schedule.

Chapter analysis and discussion of the results in this chapter the results of the questionnaire via statistical software through factor analysis, multivariate ANOVA and reliability analysis, so the data presented. This chapter will analyze the project is divided into two subsections records were kansei image of coffee Visual Arts factor analysis with coffee Visual Arts sensual vocabulary demographic variables difference analysis. This chapter by the the rational data presented to verify the emotional and sentimental value of the coffee.

Chapter conclusion, based on the analysis and survey of the research literature, this comprehensive summed up the conclusions of the study, and to give the future want to continue to explore the issues of the recommendations of coffee visual arts. This chapter is divided into three sections: Section I parse Coffee visual arts techniques of perceptual vocabulary and sensual imagery factor, hoping extraction by Coffee visual arts techniques of sensual imagery, rational analysis can bring emotional goods; Section II of coffee visual arts techniques of demographic variables and emotional vocabulary relationship analysis, expect coffee workers through the results of the analysis, practical reference, for example, through demographic variables gender analysis, coffee workers can be selected directly through the results operating techniques to bring consumers a pleasant consumer experience; Section III follow-up study and recommendations of this study because of the time, place and other restrictions, so the study failed to omni, therefore, the study pointed out the inadequacies of this study, direction of reference for future researchers.

The era of emotional consumption and aesthetics of living, emotional experience and aesthetic commodity attention gradually, the aesthetic things have become basic elements of modern life situations, and aesthetic experience along with the popularity of consumer culture into the daily life of the community. Over to the beauty of life is not to get everyone had committed to play artistic creation, try to learn how to make the aesthetic experience of everyday life content, or even the center of gravity. Coffee visual arts will help us to the beauty of life experience and enhance the emotional value of the commodity.

並列關鍵字

Latte Art ； Kansei Engineering ； Kansei Image

參考文獻

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