異國情懷 : 希臘愛琴海景觀餐廳的體驗消費研究

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Title:	異國情懷 : 希臘愛琴海景觀餐廳的體驗消費研究
Other Titles:	Feeling exotic: a study on the experiential consumption of greek-style landscape restaurants
Authors:	彭筱瑜;Peng, Hsiao-yu
Contributors:	淡江大學大眾傳播學系碩士班吳怡國;Wu, Yi-kuo
Keywords:	體驗行銷;符號消費;消費情境;景觀餐廳;experiential marketing;Symbolic Consumption;Consumption Situation;Landscape Restaurant
Date:	2009
Issue Date:	2010-01-11 05:17:05 (UTC+8)
Abstract:	隨著經濟時代的變遷，當代消費的重點轉向文化與體驗，越來越多的消費空間以提供文化的體驗為訴求，強調融入情境和文化的消費方式吸引消費者，「空間」透過包裝而成販賣商品的一部分，空間中的符號逐漸成為消費的重點。所以本研究以希臘愛琴海景觀餐廳為研究對象，探討蘊含在空間中的符號意涵，並以深度訪談法的方式訪問二十位消費者，藉以了解希臘文化為主題的消費空間中所獲得的體驗，以Belk(1974)所提出之消費情境分析與餐廳所營造出來的環境、氣氛間的相關性，並運用Schmitt(1999)所提出的體驗行銷之五大策略體驗模組，從消費者感官、情感、思考、行動與關聯的體驗，進一步了解希臘愛琴海景觀餐廳空間符號對其之影響。主要的研究問題為：一、希臘愛琴海景觀餐廳在消費空間中，使用哪些空間設計符號？還提供何種消費空間之情境體驗？二、消費者的消費體驗為何？亦即消費情境如何影響消費意願？研究發現，消費者藉由空間符號拼湊對於希臘愛琴海的想像，整體空間讓消費者產生愉悅與舒適的情緒反應，透過體驗消費過程，消費者能建構文化意義，試圖形成一種文化論述，而這個過程是由業者、消費者和媒體共同建構的，形成消費者的身份認同，並且融入消費者日常生活中。希臘愛琴海景觀餐廳提供了五種體驗，而在消費者的體驗經驗中，大部分的體驗來自於感官體驗，空間中包含豐富的符號意涵，使消費者印象深刻，感官體驗中又以視覺體驗最強烈，而情感體驗也受到感官體驗的影響，進而影響思考體驗，但消費者在關聯和行動體驗上態度較不明顯，未來業者可加強關聯和行動行銷。 With the economic growth, people’s living standards also rise up. Consumers become to notice the culture and experiences . The Greek-style Landscape Restaurant operator packs the "space" as experiential merchandise. The space is considered as a consumed symbol. As a result, this study takes Greek-style Landscape Restaurant as the case. The researcher hopes to discuss the symbolic meanings within the space, and uses in-depth interview to understand what were experienced by the Greek-style Landscape Restaurants’ consumers and how they are presented to the consumers from 20 interviewees. This study attempt to use Consumption environment/atmosphere by Belk(1974) to analyze the relationship between the environment, atmosphere and consumers’ experiences. Besides, the researcher also uses five strategy modules of experiential marketing by Schmitt(1999) to understand how Greek-style Landscape Restaurants’ symbols affected the consumers’ “sense”, “feel”, “think”, “act” and “relate” spheres. In order to understand the symbolic meanings within the Greek-style Landscape Restaurants, What the consumers would experience there, and how the symbols are presented to the consumers? How do the restaurant operator design the experiencing space of “Greek culture”? Besides, what do the consumers experience from Greek-style Landscape Restaurants? At last, how do the consumers interpret it and grew their new impression of Greek culture? The study find that through the presentation of Greek-style Landscape Restaurants, the consumers’ senses are constantly stimulated, comforted and inspired by the presentation of Greek-style Landscape Restaurants. Consumers can construct cultural meanings and make them become a culture discourse. They have wonderful experiences. The discussion constructed by restaurant operator and consumers and media are romantic life, and consumers identify this discussion by consuming . As a result, this has also already become their lifestyle and a part of their daily life . The process are constructed by restaurant operator, consumers, and media. Not only forming the consumers’ identities, but also becoming parts of consumers’ daily lives. The Greek-style Landscape Restaurants provide five kinds of experiences, including, sense, feel, think, act, relate experiences. Besides, in sense experience are mostly coming from the visual part. Sense experience would straight forward and indirectly influence on feel experience. And in act experience and relate experience consumer’s attitude not significant.
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