隨著經濟快速的發展下，人們生活日益趨向簡便與即時性，現代消費場域中，商品的意義已從有形的功能價值化為無形的體驗價值；而消費者除了對商品的理性選購外，也著重感性的消費體驗，以往做為食的消費空間－餐廳，不再只是飲食空間，用餐的物理空間夾雜了複雜的符號意義與功能，本研究以質化及量化研究方法探討心之芳庭之消費體驗及其空間意涵。研究結果發現，心之芳庭在消費空間中呈現南歐與幸福家居的建築和佈置達到感官刺激，引領消費者對異國的想像，加上園區打造香草的悠閒氛圍進而引發情感體驗；然而思考與關聯體驗仍有進步的空間，建議業者深入幸福主題，規畫活動促使消費者對幸福有更深刻的體會和回饋。 As the economic growth, the living becomes more comfortable and convenient. The meaning of the product has changed from the functional-toward to the value-toward; moreover, consumers not only choose their products rationally but also pursue the spiritual and esthetics needs. The concept of the restaurant is not just a space but the textual space that is full of symbol meanings. The study attempts to understand the consumer’s experience of Moncoeur and the hidden meanings of the space. The study bases on quantitative and qualitative research. The study finds that the landscape of Europe-style attracts experience of senses and the atmosphere of nature and home-related also bring the experience of feelings to consumers. However, the theme of happiness needed to be deeply thought by consumers. As a result, to raise the experiences of think and relate, more activities that related to deeply think of the happiness need to be well planned.
