以Q方法探討咖啡廳美學認知類型

Using Q Methodology to Explore the Cognitive Styles of Aesthetics of Coffee Shop

啡廳美學對其企業經營之競爭優勢扮演著重要的角色，本研究目的有二：一是發 展美學類型之相關題目，二是找出美學之類型給予建議。本研究首先透過文獻的探討歸 納出咖啡廳美學的內涵及相關的構面，再透過 Q 方法進行分析。本研究發展 36 題題項， 有效樣本共 15 位，根據研究結果歸納出咖啡廳美學的內涵，由餐飲品質型、環境視覺 型及內外混合型所組成。

Aesthetics of coffee shops play an important role in competitive advantages of businesses. There are two purposes in this study: 1. To develop measures of aesthetics of coffee shops. 2. Identify each types of aesthetics of coffee shops and provide some suggestions for practitioners. The Q method was adopted to data analyze. This study developed 36 measures of aesthetics of coffee shops and 15 valid copies are selected. According to the results, this study divides the styles of aesthetics of coffee shop into three parts: hospitality quality, environmental vision and internal and external mix styles.