咖啡的美學體驗：符號空間與消費者實踐

Abstract

近年因社會風氣轉變，消費的本質也與過去有極大差異。為探討此現象，本研究以星巴克為題，試圖探討此種消費變遷之意涵。本研究以符號消費理論探討星巴克的符號空間，分析各種符號以及其所隱藏的傳播意涵。本研究也結合另一微觀取徑，以生活美學概念分析消費者的個人經驗，藉此更深入瞭解此消費現象。

本研究以民族誌概念為基礎，並以觀察法、深度訪談為實際執行方式。研究發現，星巴克空間內的各種事物都可成為被消費的符號，這些符號集結在一起，共同形塑並傳達品牌的整體意涵。空間內的事物，如產品、空間設計、裝潢、服務等元素，都成為消費符號，在空間內結合而形成意義：自然、環保、重視品質、客製化等品牌價值。因此，消費空間可說是傳遞價值、意義的最佳媒介。

研究發現，符號空間內，消費者的美學體驗可歸納為三面向：第一：物質、空間面向主要在於因實質設計、裝潢產生的美感。第二，個人心理面向包括感官、心理刺激，短暫的情緒或長期情感投入。第三，社會面向上，星巴克空間內的符號，無論是相關產品或整體氛圍都可能與個人風格品味產生連結，作為向他人展現自己的符號。本研究也發現文獻範疇外的美學體驗，個人藉符號空間而跳脫現實，或透過觀看、窺視空間內的符號而產生美學體驗。研究發現，符號消費理論、生活美學觀點的結合適用於解釋這類消費美學化的現象。

Recently, climate of the society constantly under change, there have many differences in the nature of consumption. The study takes Starbucks coffee as case study, attempting to discuss the meaning of this phenomenon. The study adopted “Symbolic Consumption Theory” as conceptional foundations, trying to explore the sense of symbols in Starbucks space. In addition, this study combined micro approach: “Aethetic Experiences”, attempting to go further and understand consumer’s individual experiences.

The research based on Ethnography Approach, adopted observation and in-depth interview as practically methods. From research result, the study found that in Starbucks space, all kind of things could be symbols for consumption. All symbols congregated in shaping the meanings and value of the brand. Everything could be symbols for consumption, including products, spatial designs, service. These symbols gather in shaping some important brand value: nature, eco-awareness, quality and customization. Therefore, consumption space turn into the media of communication, it can convey value and meaning of the brand.

According to the study results, consumers might have some different types of aesthetic experiences: spatial, individual psychology and social. In the spatial category, the sense of aesthetics came from interior design and decoration. In the individual psychology category, it involved individual sensory and psychology simulate, emotions or extended detached affection. In social category, these symbols of Starbucks space could be linked with individual style or tastes, as a tool of expression oneself. In addition, the study found other types of aesthetics experiences, In Starbucks spaces, consumers might depart from regular real life. Or, they could observe, even pry into some symbols in the space. Throught these practices, they could derive aesthetic experiences. According to the results, combination of symbolic consumption theory and life aesthetics might suitable to explain this consumption phenomenon.