系統識別號 U0026-1707201908071000
論文名稱(中文) 從飲食體驗朝向美學消費之消費者認知
論文名稱(英文) Consumer Perception on Dining Experience Towards Aesthetic Consumption
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industries Design
學年度 107
學期 2
出版年 108
研究生(中文) 李怡
研究生(英文) Yi LI
學號 PA6063019
學位類別 碩士
語文別 英文
論文頁數 166頁
口試委員 指導教授-林蕙玟
中文關鍵字 飲食體驗  美學消費  多感官體驗  消費者角度  中式餐飲  表演  沈浸式體驗 
英文關鍵字 Dining experience  Aesthetic consumption  Multi-sensory  Consumer perceptions  Chinese  Performance  Immersive experience 
中文摘要 近年來在政治、經濟、科技發展驅動下,中國大陸處於消費升級的階段,中國新中產階級成為了主要的消費群體,他們的挑剔指數和審美能力都在不斷提升,食客從饑餓型吃貨向體驗型吃貨升級。隨著體驗經濟和科技的發展,多感官體驗成為了一個新的趨勢,消費者越來越把飲食體驗看做美學消費。消費者註意到餐廳极简的室內設計和精湛的燈光使用。更重要的是,餐廳業者們正試圖將餐廳升級改造成一種身臨其境的多感官用餐體驗,利用投影、數字傳感器和聲音來增強用餐效果,讓消費者們能沈浸在現實之上。同時,服務員擔任多角色服務提供者,像主人一樣招待消費者,為他們提供專業的指導和知識,講述有關體驗和餐館的故事,以及美味的料理提供給消費者享用。盡管中國有著關於多感官用餐體驗和餐館的豐富歷史和資源,但与中国多感官餐廳相關的文獻和研究卻停滯不前,從消費者感知角度出發的研究更是稀少,本研究旨在填補這一空隙。

本研究選擇中國大陸第一個藝術感官餐廳「花舞印象」作為研究對象,從消費者的角度分析研究藝術感觀餐廳的現況和餐飲體驗,結合餐廳內部服務人員之觀點,去深入理解其美學導向給消費者用餐體驗和行為帶來的影響和變化。研究人員使用參與、觀察、問卷調查、深入訪談消費者和餐廳內部服務人員來收集數據。本研究為少數學術研究中從多重感官體驗的角度看待中國古代餐飲體驗的研究之一,文章詳細描述了食客在多重感官餐廳中的消費者行為、精神活動和感受,從消費者角度深度分析了餐廳中的美學體驗,探討消費者如何體驗感知和評估多感官餐廳將用餐體驗轉化為美學消費,進一步分析多感官美學體驗對餐館的附加價值及其影响,並在美學體驗領域中提出了新的概念--“美學探索(aesthetic exploration)”,最後提出了一個從飲食體驗到美學消費的概念模型,以供未來研究參考。
英文摘要 In recent years, with polical, economic and technical drivens, China is in the stage of consumption upgrades. Chinese new middle class' picky index and aesthetic ability are rising, diners are upgrading from hungey foodie to experiential foodie, the current dining experience is not only to satisfy the appetite and daily energy intake, consumers are increasingly seeing the dining experience as aesthetic pursuit and aesthetic consumption. Consumer take note of the restaurant’s Minimalist interior design, and adroit use of lighting. More importantly, the restaurant is trying to upgrade and transform their dining space into an multi-sensory dining space that utilizes projection mapping, digital sensors and sound to enhance the meal, so consumers can immerse themselves byond the reality. Waitress function as multi-role service provider, offering guidance and knowledge, telling stories about the experiences and restaurants, providing home-from-home care, as well as foods for meal. Despite of China has a long history and rich resources about multi-sensory dining experience and restaurants, however literatures and researches on Chinese multi-sensory restaurant has stalled, the tenuous of researches on consumer perception was found, this study intend to fill the gap.

This research selects the first artistic multi-sensory restaurant in mainland China -- the Moonflower as the research case, analyzes the current situation and dining experience of the artistic multi-sensory restaurant from consumer perspectives, and combines the insights of employees to capture the essence of this aesthetically oriented strategy. The researchers used participant, observation, questionnaires, and indepth interviews with consumers, employees to collect data. The research is one of a few academic researches study about the ancient Chinese dining experience from the perspective of multi-sensory experiences. The article described in detail the consumer behavior, mental activities and feelings in the multi-sensory restaurants, and deeply analyzed the aesthetic experience in the restaurant from consumer's perspective, explored how consumer perceive and evaluate the ways in which multi-sensory restaurants transform dining experience into aesthetic comsumption, further analysis of the added value of aesthetics and affects on restaurants, and proposed a new concept in the field of aesthetic experience -- "aesthetic exploration". Finally, a conceptual model from dining experience towards aesthetic consumption was proposed for future research reference.
論文目次 摘 要 ....... i
Abstracts ..... ii
誌 謝 ....... iv
Table of Contents ....... vi
List of Figures ..... ix
List of Charts ...... xi

Chapter 1 Introduction
1.1 Research Background
1.1.1 Upgrading Foodie .... 1
1.1.2 Academic Perspective ...... 3
1.2 Research Motivation ....... 4
1.3 Research Question ...... 4
1.4 Research Objective ..... 4
1.5 Rearch Framework ..... 5

Chapter 2 Literature Review
2.1 Aesthetic Experience
2.1.1 Aesthetics and Aesthetic Experience ...... 7
2.1.2 Towards Aesthetic Consumption ... 8
2.2 Food Aesthetics
2.2.1The Biggest Debate: Is Food An Art? ...... 10
2.2.2 The Aesthetics of Food .... 11
2.2.3 Muti-sensory Dining Experience ..... 12
2.3 Aesthetics and Restaurant ..... 13
2.4 History of Chinese Multisensory Dining Experience
2.4.1 Multi-sensory Dining Experience in Ancient China ... 14
2.4.2 Multi-sensory Restaurants in Ancient China ... 16

Chapter 3 Research Methodology
3.1 Reserch Design ..... 18
3.2 Case Introduction
3.2.1 The Artist: teamLab ..... 20
3.2.2 The Skateholder: Blooming Investment and B.Park.... 20
3.2.3 The Case: Moonflower .... 21
3.3 Pilot Study
3.3.1 Questionnaire and Interview .... 22
3.3.2 Preliminary Results ...... 23
3.4 Data Collection ..... 24
3.5 Data Analysis ........ 27

Chapter 4 Data Analysis
4.1 Dining Experience in Moonflower.... 32
4.1.1 Enter the Ceremonial Space .... 35
4.1.2 Immersed in the Realm .... 40
4.1.3 Limited Sharing of the Unspeakable Experience .... 47
4.2 Consumer Perceptions of Moonflower
4.2.1 Sensory Experience and Aesthetic Fascination ... 48
4.2.2 Aesthetic Exploration ...... 58
4.2.3 Aesthetic Elements beyond Everyday Life ..... 61
4.2.4 Artistic Conception and Aesthetic Feelings .... 65
4.3 Consumer Reflection and Evaluation
4.3.1 Consumer Expectation ..... 67
4.3.2 Establish References and Comparison .... 71
4.3.3 Evaluation after the Experience ... 73

Chapter 5 Analytical Finding .
5.1 Aesthetic Experience in Moonflower ... 79
5.2 Affecting Industries and Consumer
5.2.1 More than Eating and Appreciating ..... 79
5.2.2 Affecting Consumer Behavior ..... 82
5.2.3 Waitress as A Multi-role Service Provider ...... 84
5.2.4 Blur the Boundary of Entertainment and Aesthetics ... 85
5.3 Factors that Influence Aesthetic Experience
5.3.1 Personal Background Influence ... 87
5.3.2 Diner Influence .... 90

Chapter 6 Conclusion and Discussion
6.1 Multi-sensory Dining Experience Towards Aesthetic Consumption ... 92
6.2 Multi-sensory Dining Experience: Ancient China VS Contemporary China .. 94
6.3 Keep Uniqueness in Restaurants
6.3.1 The "Experience" of Aesthetics ... 95
6.3.2 Restaurant as Hybrid Artistic Institution ..... 96
6.4 Discussion
6.4.1 Hedonic Experience ..... 97
6.4.2 Recommendations for Restaurants ...... 98
6.4.3 Recommendations for Future Research ..... 100

Reference ..... 101

Appendix 1 - Questionaires (8 informants) ...... 104
Appendix 2 - Autumn Menu ..... 106
Appendix 3 - Transcriptions of Interviews (15 interviewees) .. 107
Appendix 4 - Transcriptions of Interview (Waitress) ... 171
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