「咖啡」對於消費者而言代表的是一種「符號」象徵,因此這類型的商店氛圍對於消費者來說具有一定的特殊性。因此,「商店氛圍之營造」對於咖啡店之發展有著重要的影響關係。本研究旨在針對咖啡店商店氛圍的影響因素進行深入之探討,並透過混和式系統性的分析方法以了解其中之關鍵,以為日後咖啡店經營者參考之依據。為達本研究之目的,首先彙整與歸納過去之文獻且透過專家訪談以建立初始之指標架構,其次運用模糊德爾菲法以修正初始指標並建立影響咖啡店商店氛圍之指標架構,第三階段運用層級分析法以求得影響指標之重要排序,最後,本研究根據專家訪談與問卷,再透過模糊德爾菲法與層級分析法,所得結果為咖啡店要營造商店氛圍前三項重要因素的排序分別為動線規劃之流暢性、環境衛生狀況、功能分區的合理性。如此經營者即可根據自身所擁有的資源而快速的掌握影響商店氛圍之關鍵。
“Coffee” represents a symbol so its store atmosphere has certain particularity for consumers to some degree. Therefore, “curating store atmosphere” has important impact on the development of cafes.Through mixed and systematic analysis methods, this study will conclude the key of successful cafe operation and provide reference for cafe operators. In order to achieve the goal of this study, the previous literature will be summarized and an initial indicator structure will be established through expert interviews firstly. Secondly, Fuzzy Delphi Method will be used to amend the initial indicator structure and establish a new indicator structure about impact of store atmosphere on cafes. Third phase, Analytic Hierarchy Process will be used to obtain the priority of each indicator. Finally, the results of this paper suggest that the three factors are more important, customer route planning, environmental sanitation and spatial relational division by using hybrid method of combing Fuzzy Delphi method and Analytic Hierarchy Process method. After this study, cafe operators can learn the factors in affecting store atmosphere based on their own resources.