繪畫娛樂空間之生活美學理念實踐與體驗之研究－以The Escape Artist 為例
Abstract
本研究以繪畫娛樂空間的生活美學理念規劃與實踐者的實踐理念過往與現況、消費者的美學體驗回饋為三部分架構進行研究探討。研究主軸從中探討到創業者的創業緣由，以及創業者對於The Escape Artist的創業理念認知，從中分類為「生活美學環境」、「生活美學活動」、「生活美學服務」三大面向來探討，以場域中的人為主角，整間店對於生活美學理念認知與理念實際執行現況能否呼應「生活美學相關概念」與「美學體驗」的理論應證之研究。
本研究採取質量並行之研究方法，分別採取深度訪談法、參與觀察法、問卷調查法，此三種研究方法進行研究資料收集。研究受訪對象共計20位、觀察次數共計23次，問卷取樣份數共計354份有效問卷。本研究根據研究分析結果回應研究目的與問題，歸納、推論針對生活美學理念規劃、理念實踐要點、美學體驗感受此三大構面，簡述以下結論十點結論：
一、 創立者們對生活美學環境理念規劃以創意再生改造原先環境，期望創造放鬆自在且不具批判性之空間特色，並堅持以空間維護與整潔來形塑整體環境舒適度與基本形象。
二、創立者們生活美學活動理念規劃繪畫娛樂理念繪畫體驗活動，是為滿足其對美的需求的追求，並以「繪畫娛樂」作爲整體活動之核心假期，期望透由體驗自我認知與表達取代繪畫技巧教學，增加臺灣人審美自信心，進而形成整體活動人際實體經營實際人際互動的社群。
三、生活美學服務理念規劃特點，以創立者們期望於服務中產生尊重與實際生命連結與互動的服務熱忱與品質，並能夠提供便利流暢與長時間開放的繪畫體驗服務作為生活美學服務理念特點，營造The Escape Artist生活生美學服務的理想狀態。
四、協同工作者們對於其生活美學環境理念實踐認知特點期望透由自然物件與現成物創造再生空間與保留原始空間舒適之特性，並以整體、協調、一致性去思考整體環境物件陳列與空間配置美感，以及創造具有舒適度的聽覺氛圍、運用自然光源營造自然美感氛圍、全體員工致力完成環境整潔與維護的實踐認知要點，但實踐現場之困境仍因應「環境維護與清潔實踐事務繁重」，因而期望與專業清潔公司進行合作，增加其他面向實踐事務之效能。
五、協同工作者們對其生活美學活動理念實踐層面，著重以便利與流暢之活動實踐原則進行繪畫體驗活動規劃，於人力之實踐層面是以實際交流與互動推廣繪畫娛樂之概念為原則，並且亦著重營造聽覺舒適度，使顧客沈浸於作畫情緒當中，最終以創意發想與特殊活動規劃實踐原則吸引顧客群。
六、生活美學服務理念實踐層面因應理念之規劃，以建立與顧客真誠、親切的互動與支持服務實踐原則，並實踐傳遞「真誠溫暖」之My Favorite Artist計畫，實踐「真誠、親切、溫暖」的服務價值。
七、研究之問卷資料經相關係數分析，推論出美學體驗環境、活動、服務與滿意度向度之間，呈現高度正向相關。本研究問卷調查之結果推論出，不同消費背景資料之消費族群中，不同店家、性別、居住地、消費次數消費者族群，其對於美學體驗環境感受認同度具有顯著差異。其不同店家、性別、就讀科系類別、消費次數、停留時間、平/假日消費取向對其美學活動體驗感受認同度有其顯著差異。不同店家、性別、居住地背景變項消費者族群對其美學體驗服務認同度感受有顯著差異不同店家、性別、居住地背景變項消費族群對其美學體驗滿意度感受認同度有顯著差異。
八、於消費者美學體驗環境之認同感特點，經研究分析與討論，歸納出消費者對於美學體驗環境之「舒適感」、「安心感」、「愉悅」、「不具批判且放鬆自在」的氛圍具有認同感。
九、消費者對於美學體驗活動認同感特點，其認同特點有美學體驗活動之「繪畫娛樂」、「自我認知與表達取代繪畫技巧教學」之理念，均表示贊同，從活動體驗中可以獲得「自我表現」與「內心抒發」之體驗目的。
十、消費者對於美學體驗服務認同之特點能從美學體驗服務價值中獲得「真誠互動」、「建立生命連結」、「親和力」之美學服務體驗價值。
關鍵字：繪畫娛樂空間、生活美學理念、美學體驗、體驗行銷、藝甸園
A case study of the Escape Artist painting entertainment space research primary divided into three parts: How the operators and co-founders plan the life aesthetic idea in the past, how the co-workers and volunteers practice life aesthetic idea, and the aesthetic experience of consumers. The main axis of this study explores the entrepreneurs' causes of entrepreneurship, and how he recognized the business concepts of The Escape Artist. From that concepts, I divided into three main aspects : the enviroment of life aesthetic, the activities of life aesthetic, and the services of life aesthetic. Based on these three aspects, I put the focus on the person in the field, and the research also discussed if the Escape Artist’s life aesthetic and the actual implementation situation can respond to the “the related concepts of life aesthetics” and “the aesthetic experience” . This research adopts three mixed methods: in-depth interview method, participation observation method, and questionnaire survey method. Among them, the interview object of the in-depth interview method includes a total of 20 interviews, a total of 23 observations, and a total number of questionnaires, 354 valid questionnaires. This study based on the results of research and analysis to respond the research objectives and problems, sums up and infers the following three major aspects: the concept of life aesthetics, the concept of practice, and aesthetic experience. Briefly describe the following conclusions in 10 points: 1. First, the founders create and rebuild the original environment based on their experience of life aesthetics environment. They hope to create a non-critical space and to maintain the clearance of the environment to shape the basic image of a comfortable environment. 2. Second, the founders arrange the life aesthetic activities. The philosophy of life aesthetic activities is to satisfy the need of pursue of the beauty and the “painting for recreation” is the main value of the activity. Through experiencing self- identification and expression instead of the technique of painting to enhance the self-confidence of aesthetic of Taiwanese. 3. Third, as for the arrangement of life aesthetic services, the founders hope to create the connection between respect and the interaction of life based on enthusiasm and quality via service. 4. Fourth, co-workers hope to make use of natural elements and recreate space and maintain the comfort of the environment to put the life aesthetic into practice. Based on whole, coordination and consistency to consider how to display elements in the environment, how to build a lovely hearing atmosphere and how to employ natural light to construct an environment with aesthetic feeling. Besides, all co-workers devoted to maintain the clean and tidy is the also one part of the point. However, most of the co-workers think that maintain the clean and tidy environment is too heavy a chore for them. Therefore, the founders hope to cooperate with other cleaning company and thus increase the efficacy of other service. 5. Fifth, co-workers emphasize the convenience and smooth pace on painting activities as their practice of the philosophy of life aesthetic on environment. On the other hand, they hope to promote the happiness of painting through practical interaction and focus on the creation of the comfortable hearing environment which can make the customers to immerse themselves into the emotion. In the end, the attempt to induce customers by holding creative and special events. 6. Sixth, the life aesthetics service which based on the concept of the idea of planning, in order to establish a sincere interaction and the support of service and practice between customers and staffs. And it conveys the “sincere warmth” of “My Favorite Artist Plan” because the life aesthetics services want to practice the service value of "sincere, intimate, warmth". 7. Seventh, the questionnaire data of the study was analyzed by the correlation coefficient, deducing that the environment, activities and the services of life aesthetic are displaying a highly positive correlation. The results of the survey in this study concluded that among the consumer groups with different consumption background data, the consumer groups of different stores, genders, places of residence, and consumption times have significant differences in their perception of aesthetic experience. There are significant differences in the recognition of their aesthetic activities in different stores, genders, departmental categories, consumption times, staying time, and flat/holiday consumption orientations. Different store, gender, and place of residence change consumers have significant differences in their aesthetic experience service recognition. Different store, gender, and place of the background change consumer groups have significant differences in their acceptance of aesthetic experience satisfaction. 8. Eighth, according to analysis and discussion, we can conclude that customer have the sense of identify on “sense of comfortable”, “sense of security”, “happiness” and “relax without criticism” on the experience of aesthetic. 9. Ninth, customers agree on the experience of aesthetics such as “painting entertainment”, “self- identification and expression instead of the technique of painting”. They can experience three main purposes of the activities: “self-expression”and “convey the mood”. 10. Tenth, customers can experience the “sincere interaction”, “establish the connection of life” and “affinity” on the experience of philosophy of aesthetic service. Key words：Painting entertainment space、Life aesthetic、Aesthetic practice、Experience marketing、The Escape Artist.
A case study of the Escape Artist painting entertainment space research primary divided into three parts: How the operators and co-founders plan the life aesthetic idea in the past, how the co-workers and volunteers practice life aesthetic idea, and the aesthetic experience of consumers. The main axis of this study explores the entrepreneurs' causes of entrepreneurship, and how he recognized the business concepts of The Escape Artist. From that concepts, I divided into three main aspects : the enviroment of life aesthetic, the activities of life aesthetic, and the services of life aesthetic. Based on these three aspects, I put the focus on the person in the field, and the research also discussed if the Escape Artist’s life aesthetic and the actual implementation situation can respond to the “the related concepts of life aesthetics” and “the aesthetic experience” . This research adopts three mixed methods: in-depth interview method, participation observation method, and questionnaire survey method. Among them, the interview object of the in-depth interview method includes a total of 20 interviews, a total of 23 observations, and a total number of questionnaires, 354 valid questionnaires. This study based on the results of research and analysis to respond the research objectives and problems, sums up and infers the following three major aspects: the concept of life aesthetics, the concept of practice, and aesthetic experience. Briefly describe the following conclusions in 10 points: 1. First, the founders create and rebuild the original environment based on their experience of life aesthetics environment. They hope to create a non-critical space and to maintain the clearance of the environment to shape the basic image of a comfortable environment. 2. Second, the founders arrange the life aesthetic activities. The philosophy of life aesthetic activities is to satisfy the need of pursue of the beauty and the “painting for recreation” is the main value of the activity. Through experiencing self- identification and expression instead of the technique of painting to enhance the self-confidence of aesthetic of Taiwanese. 3. Third, as for the arrangement of life aesthetic services, the founders hope to create the connection between respect and the interaction of life based on enthusiasm and quality via service. 4. Fourth, co-workers hope to make use of natural elements and recreate space and maintain the comfort of the environment to put the life aesthetic into practice. Based on whole, coordination and consistency to consider how to display elements in the environment, how to build a lovely hearing atmosphere and how to employ natural light to construct an environment with aesthetic feeling. Besides, all co-workers devoted to maintain the clean and tidy is the also one part of the point. However, most of the co-workers think that maintain the clean and tidy environment is too heavy a chore for them. Therefore, the founders hope to cooperate with other cleaning company and thus increase the efficacy of other service. 5. Fifth, co-workers emphasize the convenience and smooth pace on painting activities as their practice of the philosophy of life aesthetic on environment. On the other hand, they hope to promote the happiness of painting through practical interaction and focus on the creation of the comfortable hearing environment which can make the customers to immerse themselves into the emotion. In the end, the attempt to induce customers by holding creative and special events. 6. Sixth, the life aesthetics service which based on the concept of the idea of planning, in order to establish a sincere interaction and the support of service and practice between customers and staffs. And it conveys the “sincere warmth” of “My Favorite Artist Plan” because the life aesthetics services want to practice the service value of "sincere, intimate, warmth". 7. Seventh, the questionnaire data of the study was analyzed by the correlation coefficient, deducing that the environment, activities and the services of life aesthetic are displaying a highly positive correlation. The results of the survey in this study concluded that among the consumer groups with different consumption background data, the consumer groups of different stores, genders, places of residence, and consumption times have significant differences in their perception of aesthetic experience. There are significant differences in the recognition of their aesthetic activities in different stores, genders, departmental categories, consumption times, staying time, and flat/holiday consumption orientations. Different store, gender, and place of residence change consumers have significant differences in their aesthetic experience service recognition. Different store, gender, and place of the background change consumer groups have significant differences in their acceptance of aesthetic experience satisfaction. 8. Eighth, according to analysis and discussion, we can conclude that customer have the sense of identify on “sense of comfortable”, “sense of security”, “happiness” and “relax without criticism” on the experience of aesthetic. 9. Ninth, customers agree on the experience of aesthetics such as “painting entertainment”, “self- identification and expression instead of the technique of painting”. They can experience three main purposes of the activities: “self-expression”and “convey the mood”. 10. Tenth, customers can experience the “sincere interaction”, “establish the connection of life” and “affinity” on the experience of philosophy of aesthetic service. Key words：Painting entertainment space、Life aesthetic、Aesthetic practice、Experience marketing、The Escape Artist.
Description
Keywords
繪畫娛樂空間, 生活美學理念, 美學體驗, 體驗行銷, 藝甸園, Painting entertainment space, Life aesthetic, Aesthetic practice, Experience marketing, The Escape Artist