Exploring the Attractive factor of Coffee Tasting -A case on Kenya AA and Kenya AA+

• Main Authors: CHEN, CHIN-HUA, 陳金花
• Other Authors: LIN,TUNG-LONG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/abk9uy

碩士 === 國立高雄師範大學 === 文化創意設計碩士學位學程 === 105 === Along with the fast-paced life of modern life, working pressure becomes more busy and heavy. “Coffee” seems to become the spiritual dependence for many people. Lots of people rely on a cup of coffee to embrace a new day. Through the aroma and bitter of coffee, stimulate the taste buds to tight the feeling of comfort and precipitation the tension. The bitter of coffee also with the meaning of self-flagellation, stimulate the soul to support the depression. Nowadays, coffee not only has the effect of refreshment but also seems to become showing the symbolic meaning of personal life taste. In this study, literature research methods were based on collect and collate relevant information, and Evaluation Grid Method from Miryoku Engineering and Kano Model were conducted to explore the attractive factors between consumers and coffee. Through the depth interviews with promoters, operators and consumers, seven original attractive factors were sorted out: “Service quality”, “Ambience”, “Coffee quality”, “Leisure place”, “Childhood memories”, “Trends” and “Coffee variety”. 24 specific attractive factors and 25 abstract attractive factors were generated from the original attractive factors. And through “Kano quality decision table” statistics and analysis the attractive quality from two different coffee, “Kenya aa and Kenya aa+”. The results showed that 5 factors belong to “Attractive”, 7 factors belong to “One-dimensional”, and 3 factors belong to “Fulfillment”. The results show that coffee has become a modern addiction which behind the strong demand. Many people gradually from “drink coffee” to “taste coffee” which become a deep inner emotional attachment. In this creative work, each work has its story and historical background. The use of oil painting shows the beauty of Kaohsiung Harbor and the charm of Kaohsiung.