동서대학교 동서대학교 디자인대학
홈 일반대학원 디자인학과 한국연구재단 사이트맵 검색
아카이브학위논문박사논문(PhD Theses)

학위논문 Theses and Dissertations

NO.D.2019.08_01

커피 전문점에서의 물리적 안락감에 대한 요인 분석 关于专门咖啡店的物理性舒适感的因素分析 An Analysis of Physical Comfort Factors in a Coffee Shop

  • Name : Siti Aisyah Muhammad
  • Info : 박사학위논문ㅣ博士学位论文ㅣDoctor's thesisㅣ2019.08
  • Adviser : 이성필ㅣ李成弼ㅣLee Sung Pil
192.168.95.161

초록

본 연구의 목적은 상업 공간에서 고객이 느끼는 안락감에 대한 연구로서 대한민국의 부산에 소재한 두 개의 커피숍을 대상으로 비교연구 하였고 피실험자는 20대와 30대의 남녀를 대상으로 연구를 진행하였다. 실험대상지는 부산에서 가장 번화한 지역에 소재한 커피숍으로서 20, 30대의 고객이 자주 이용하는 커피숍 2개를 선정하였고 피실험자의 연령은 주로 커피숍을 방문하는 세대가 20, 30대라는 것을 고려하여 실험대상자로 선정하였다. 본 연구의 주요 방법으로는 인상평가(Semantic Differential)와 클러스트(Cluster) 분석을 통하여 도출한 다양한 이슈들을 정리하고 세대별 안락감에 대해서 느끼는 주요 키워드를 정리하여 현장에 적용 가능한 안락감의 이슈를 구축하는 하는 것이 최종 목표였다. 구체적인 실험에 앞서 먼저 디자인전공자들과 현장에 방문하여 이슈를 도출하고 문헌을 통하여 다양한 안락감에 대한 요인을 발췌 및 정리하였다. 정리된 이슈를 기반으로 59명의 디자인전공자들과 함께 현장에서 느낀 다양한 경험을 기반으로 인상평가를 진행하였는데 연구를 통하여 도출한 주요 키워드는 커피숍의 레이아웃(Layout), 데코레이션(Decoration), 주위환경(Atmosphere), 시설(Facility)이었다. 도출한 키워드를 기반으로 인상평가를 현장에서 고객을 대상으로 진행하기 위한 설문지를 작성하였고 1주 기간 동안 109명을 대상으로 온라인, 오프라인 설문을 진행하였다. 연구방법으로는 도출한 형용사와 연계되는 이미지를 예시로 제시하여 연관성을 검토하는 방법으로 실험을 진행하였다. 설문을 통하여 도출한 결과로서 세대가 공통적으로 가장 주요하게 생각하는 커피숍에서의 안락감의 요인은 시설(Facility)과 레이아웃(Layout)이었다. 반면 차이점으로는 20대의 가장 중요하게 생각하는 안락감의 요인으로 테이블의 숫자와 청결성 이였고 30대가 중요하게 생각하는 요인으로는 청결성이었다. 그리고 본 연구를 통하여 외적으로 도출한 세대 간 공통적인 주요한 안락감의 내용으로는 다양한 테이블의 배치, 청결성, 카운터의 위치, 이동이 가능한 가구의 기능이 중요하다는 것을 알 수 있었다. 본 연구를 통하여 도출한 내용이 차 후 새로운 커피숍을 구축하는데 있어 고객의 타겟을 설정하고 이들의 눈높이에 맞는 키워드를 대상으로 물리적 공간의 안락감을 구축하는 것이 중요할 것이라 사료된다. 그리고 현장에서 지속적인 체크를 통하여 고객의 만족감을 향상시키는 노력이 절실히 필요할 것이라 사료된다.

摘要

本研究目的是对顾客在商业空间感受到的舒适的感进行研究，以位于韩国釜山的两个咖啡厅为对象进行了比较研究，被实验者以20-29岁和30-39岁的男女为对象进行了研究。 被实验对象为位于釜山最繁华地区的20-30多岁的顾客经常光顾的咖啡店2处，被实验对象为经常光顾的咖啡店的20-30多岁的男女顾客，本研究的主要方法是，通过印象评价(Semantic Differential)和群集(Cluster)分析，整理出各热点种话题，整理出各年龄段对舒适感的主要关键词，构筑可适用于现场的舒适感热点话题。 在具体实验之前，首先访问了设计专业人员和现场，引出热点，并通过文献摘出和整理了多种舒适感的因素。 以整理好的热点为基础，与59名设计专业人员一起，以在现场感受到的各种体验为基础，进行了印象评价，通过研究得出的主要关键词是咖啡店的布局"Layout"、装饰（Decoration）、周围环境（Atmosphere）、设施（Facility）。 以导出的关键词为基础，制作了在现场以顾客为对象进行印象评价的问卷调查，在1周内以109人为对象进行了线上、线下问卷调查。 研究方法是出示相关图片与导出的形容词找出连贯性的方法进行实验。 通过问卷调查得出的结果，不同年龄段认为最主要的咖啡店里安乐感的因素是设施（Facility）和布局（Layout）。 相反，从差异来看，20多岁的人认为最主要的舒适感因素是餐桌的布置和清洁性，30多岁的人认为最重要的因素是清洁性。 而且通过本研究可以看出，从外在体现的不同年龄段共同认为的舒适感主要内容是多样桌子布局、清洁性、柜台位置、可移动家具的功能非常重要。 调查结果有助于确定咖啡店对首选的物理舒适因素的理解,并有助于创建一个顾客期望得到服务和光临的咖啡店，物理性的舒适因素的导出为设计师在创新上提供参考依据。

Abstract

Studies have agreed that physical comfort factors as the components of decision making to select the coffee shop. This research aims to analyze the impact of the physical comfort factors in a coffee shop from two perspectives of generations. The methodologies applied to test the hypothesis were the descriptive analysis and the case study. The demographic analysis is taken from a group of age 18-29 years old (121 respondents) and 30-49 years old (109 respondents) as a comparative study. The analysis using Exploratory Factor Analysis (EFA) from Principle Component Analysis (PCA) and Hierarchical Cluster resulted in four factors of physical comfort for both generations namely Facility, Layout, Atmosphere, and Decoration. The communal items of each factor represented the similar decisions of both generations upon the physical comfort factors in a coffee shop. The generation of 18-29 years old preferred the variety of seats and tables while the generation of 30-49 years old preferred the cleanliness of the space as the main physical comfort factor. The KJ Methods and Semantic Differential Method (SDM) implemented for the case study applied at Seomyeon City in Busan also agreed that the components of the physical environment have linked to the customer preferences. Two distinct coffee shops have been selected namely OK Dabang and KAVAN Espresso. The respondents consisted of 59 participants agreed on the four physical comfort factors as Facility, Layout, Atmosphere, and Decoration. They have evaluated the variables based on the pictographic images that resulted in the most comfortable components that influenced the selection between two distinct types of coffee shops extracted Facility and Layout were the most influential physical comfort factors. The OK Dabang represented the locality and KAVAN Espresso resembled modern physical comfort factor. The implication of findings contributes to determine the understanding of the preferred physical comfort factor a coffee shop and to help in creating a coffee shop that customers expected to be served and come. As a designer, architect, and innovator, these findings expose the factors of physical comfort from two perspectives of generations and potentially to be part of design considerations.

키워드

  • # 물리적 환경 # 잠재 고객 # 안락감

  • # 物理性环境 # 潜在顾客 # 舒适感

  • # Physical environment # Prospective customer # Comfort

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[Report]

1. Popow, V., G., Report on Psychology & Architecture (Dec 2000).Vol.1, 2000
2. Pim den Hertog & Rob Bilderbeek, Conceptualising Service Innovation and Service Innovation Patterns, Research Programme Strategic Information Provision on Innovation and Services (SIID) for the Ministry of Economic Affairs, Directorate for General Technology Policy, 1999
3. YoonHyuk, Park, Intern & Youngsook, USDA Foreign Agricultural Service, Global Agricultural InformationNetwork Report, Korea - Republic of Coffee Market Brief Update 2/5/2013. p.02, 2013
4. Ministry of Knowledge Economy, Korea’s Food Industry & The National Food Cluster, Invest Korea 2013
5. CBI/QinetiQ Report on Innovation in UK Service Sector Businesses: Excellence in Service Innovation, CBI, 2008

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