面對全球化的浪潮，文化創意產業的發展，已成為彰顯文化特色、推廣文化與生活型態的最佳管道，更是企業形塑品牌與商品競爭優勢的方式之一；而強調文創風格的專業銷售平台更因應而生。消費者對於生活質量的要求隨著生活水平的提升而逐年提高，文化創意亦為與消費者的生活息息相關，從小配件到大場域皆充斥著文化的氣息。文創選品店在文創園區與觀光景點如雨後春筍的開設，藉由服務場域營造出的文化感質體驗，創造吸引力、進而促成消費者購買行為。因此，本研究以台南熱門景點之台南藍晒圖「趣活」品牌商店為例，研究消費者對於文創選品店商品與環境之感質體驗與評價，主要有三大主軸，分別是(1) 研究消費者對文創品牌商店商品與環境之感質體驗與認知; (2)研究場域之品質屬性探討，透過Kano model提出感質體驗認知因子屬性; (3)研究商品與環境場域之感質因素對文創品牌商店滿意度之重要影響關係。結果發現感質因素在不管是商品或是環境中皆對體驗滿意度有顯著的影響，且環境體驗對滿意度之影響程度是大於商品體驗的。商品體驗因素最能影響體驗滿意度著重於商品實用兼觀賞並用的特色，且能體現生活品味。而環境因素則為溫暖的燈光以及呈設與裝潢材質的巧思。整體研究可以發現現代消費者逐漸從傳統的美觀審視轉移到心靈連結，商品或環境所帶給消費者的刺激喚起過去的經驗進而達到認同。本研究探討消費者對於商品及場域之感質體驗與消費者滿意度之關係性，以提供未來相關文創產業銷售平台與商品設計之感質設計參考依據。關鍵字: 感質、文化創意產業、消費者滿意、體驗、狩野品質模式 The development of the cultural and creative industry has become the best channel to highlight cultural characteristics, promote culture and lifestyle, and is also one of the ways for enterprises to shape the competitive advantages of brands and commodities so that the sales platform is born. Consumers' requirements for life quality are increasing year by year with the improvement of living standards. Cultural creativity is also closely related to consumers' life. From small accessory to large venues are full of cultural atmosphere. The opening of cultural and creative selection stores in cultural and creative parks and tourist attractions has sprung up. With the cultural experience created by the service field, it creates attractiveness and promotes consumers' purchasing behavior. Therefore, this study applied the "Cheerfor" of Blueprint Cultural & Creative Park as an Example in Tainan to discuss consumers' perception and evaluation of cultural and creative selection stores. There are three main axes in this study, which are1. The quality in the service field to understand the perception and perception of the sense of space brought to consumers.2. The study of quality attributes of the service field and the perception of the experience of the factor attributes quality through the Kano model.3. Study the relationship of influence importance between the sensation factors of the product/environmental field on the consumer satisfaction of cultural and creative product selection stores.The result shows that the qualitative factors have a significant impact on experience satisfaction in both products and the environment and that the effects of environmental experience on satisfaction have higher significance than product experience. Product experience factors can most affect experience satisfaction, focusing on the practical and concurrent use of products, and can reflect the taste of life. The environmental factors are warm lighting and ingenuity of presentation and decoration materials. A holistic study can find that modern consumers are gradually shifting from traditional aesthetic inspections to spiritual connections. The stimuli brought to consumers by commodities or environments arouse the previous experience and reach recognition. This study explores the relationship between consumers' perception of the quality of products and venues and consumer satisfaction. Hoping this study can provide a reference for the future of the quality design of relevant cultural and creative industry sales platforms and product design.KeyWord: Qualia，Cultural and Creative Industries，Consumer Satisfaction，Experience，Kano Model.
