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  • 學位論文

商業空間氛圍對使用者消費行為之影響 -臺中市草悟道及周邊環境為例

Commercial space atmosphere for the user The Taichung impact of consumer behavior

指導教授 : 蕭家孟

摘要


隨著生活品質提高,對休閒活動和購物現況的氛圍要求相對提升,不論是在餐飲或百貨商業空間都朝向精緻、多元與特色路線的規劃,其目的是為了吸引客人的目光及營造空間上的意象。本研究以台中市草悟道為例,提供台中市民與遊客休憩活動與購物之舒適性及便利性,同時瞭解草悟道現況規劃與使用者之關係、草悟道周邊商業空間種類與不同背景使用者,對空間氛圍及商業印象差異性及認同度,透過問卷結果提出建議,作為日後改善園道及商業空間依據。其研究對象為前來草悟道休閒活動及用餐、購物之民眾及遊客,採用調查與統計分析方法,其研究結果顯示如下: (1)休閒活動使用者認同度較高為草悟道的空間氛圍、規劃設施和活動的舉辦、店家的外觀設計;不同背景之使用者對草悟道空間氛圍環境因素有顯著差異性。(2)用餐使用者認同度較高為草悟道上的餐飲空間氛圍,以及室內裝飾設計部分;不同背景使用者對草悟道周邊停車空間足夠、特色咖啡店室內材質紋理、建築外觀有顯著差異性。(3)購物使用者認同度高為周邊商業空間室內光線、溫度、室內設計風格以及草悟道空間氛圍;不同背景使用者對商品種類多元跟隨流行具時尚感、室內光線舒適明亮、室內溫度合宜、門面入口意象具有吸引力、獨創服飾店室內設計風格有特色有顯著差異性。(4)台中市草悟道及周邊商業空間,若為滿足使用者需求及便利性與環境品質改善,在各定點處設置垃圾筒以及加強垃圾不落地之宣導,並與周邊商業空間結合,建築外觀配合草悟道氛圍,加入人文藝術及每逢節日裝飾,塑造當地特有人文藝術特色氛圍,使得使用者對空間氛圍與商店印象滿意度提升,進而增加使用者前來消費與休閒活動之意願。

並列摘要


Life today with higher living quality, people are willing to spent more time and more money on recreational activity , material enjoyment or even the dining restaurants or department stores …etc., those commercial spaces were all decorated and planned finely, diversely and distinctively, to catch eyeballs and to create good atmosphere from the construction space. Take Taichung Calligraphy Greenway(Cao-Wu-Dao) as an example; it provides citizens and tourists a space for leisure, also, it brings development of local commercial spaces. This research is based on study of Calligraphy Greenway, to understand the relationship between space builders and visitors, and those diverse types of local commercial spaces. Through questionnaire results by different background visitors to realize their impressions difference based on space atmosphere, moreover, to understand commercial space approbation by different types of user, then propose suggestions as references to improve the greenway & spaces development in the days. Questionnaire results were filled up by random picked visitors. Research statistics as follow by analytical software SPSS Statistics 22:Those visitors whom came to Taichung Calligraphy Greenway basically were divided as three types: for recreational activity, for dining service and for shopping. The Calligraphy Greenway forms a green belt in the city with leisure stores, shops, restaurants, and the majority is dining space among them. Visitor for recreational activity has higher approbation toward space atmosphere, facility planning, activities and designs of store shop; different background visitors shows significant difference on environment factors. Visitor come for dinging service has higher approbation toward restaurant space atmosphere and indoor decoration, different background visitors think highly of parking space, indoor design of café shop, and construction appearance. Visitors for shopping has higher approbation toward indoor lighting, temperature, interior design and space atmosphere; They cares more about diversity of goods, indoor bright lighting, comfort temperature, public entrance attractions, unique and stylish dress stores. This research would propose suggestions; in order to satisfies visitors’ need and conduct environmental improvement, it would be recommended that ashcan should be located on each fixed-point stand, besides, to strengthen the guidance that do not throw garbage to the ground. Perimeter business district could be designed as similar architectural feature to combine with construction appearance to intermingle the greenway’s atmosphere. To build its particular humanistic art and feature by holds literature and art exhibitions or shows some creative art pieces in an outdoor area on every festival holidays, to raising incentives of visitors visiting and consumption by leveling up satisfaction of space atmosphere and shop impressions.

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