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WardonoP,HibinoH,KoyamaS.EffectsofInteriorColors,LightingandDecorsonPerceivedSociability,EmotionandBehaviorRelatedtoSocialDining[J].Procedia-SocialandBehavioralSciences,2012,38:
362-372.
英文原文
EffectsofInteriorColors,LightingandDecorsonPerceivedSociability,
EmotionandBehaviorRelatedtoSocialDining
PrabuWardono,HaruoHibinoandShinichiKoyama
Abstract:
Today5scustomerstendtoselecteating-placesforsatisfyingpleasuresthroughexperientialsocialization.Thisstudyexploreshowcolor,lightinganddecorshaveeffectsoncustomers5perceivedsociability,emotionandbehaviouralintentiononsocialdiningoccasions.Experimentalmethodwasusedand162seniorstudentswereinvolved.Theresultsshowedthattherestaurantwithmonochromaticcolors,dimlightingandplaindecorsyieldedastatisticallysignificantdifferenceintheentiredependentvariableswithalmostanyotherinteriorconditionsonromanticdining,asopposedtothecaseofcasualdining.Furtherresearchonsubtleranddiversedimensionsofinteriorelementissuggestedtoenrichpreviousfindings.
Keywords:
Interiorelements;
perceivedsociability;
emotion;
social
diningbehavior
1Introduction
Afterthepost-industrializationerathatwehavebeenthroughwherefoodsanddrinksareabundantandubiquitouslyoffered,consumermotivesofconsumptionhaveshiftedfrommeetingourbasicnutritionalneedstoamorepleasurableexperience(Machtet.al,2005).
Thedevelopmentofatmosphericeating-placeshasgainedmoreinterestsamongrestaurantownerstoattractcustomerswhoseekexceptionalandextraordinaryplacesforleisure(Scott,et.al,2009).Thistrendclearlyindicateshowcustomerscelebrateexperienceeconomy.Insucheconomicsituation,tourismorretailbusinessinvestorsarefocusingtheirattentiononinnovatingtheirgoodsandservicestryingtotransformthemintoexperienceproductsthatarememorabletocustomers(JosephPineIIandJamesH.Gilmore,1998).Theseauthorshavefoundfivekeyexperiencedesign-principlesfordesigningmemorableexperienceincluding:
1.Themetheexperience,
2.Harmonizeimpressionswithpositivecues,
3.Eliminatenegativecues,
4.Mixinmemorabilia,
5.Engageallfivesenses"
.
Amongeatingactivitieshedoniceatingmayrepresenttheneedofmemorableeatingexperience,wherestimuliconsistingoffoods,physicalenvironmentandsocialfactorsashumanexternalfactorsplayaroleinsatisfyingcustomers(Machtet.al.,2005).Theseauthorselaboratethatenvironmentalconditionincluding,temperature,lighting,andacousticshouldbesetupappropriatelytosupportpleasurableeating.Inaddition,theattendanceoffamiliareatingpartnerssuchas,thefamily,friendsorspecialfriendswillincreaseappetiteandpleasurewhichmaybeidentifiedthroughpsychologicalmanifestationlikeeatingbehaviorandsubjectiveexperiences,besideothermorephysicalresponses.Wansink(2006)alsoaddsthisnotionthatpleasurablemomentscanbeattainedwhenwesharefoodwithfamilyandfriends.Infact,gatheringwithfriendsormeetingnewrelativesbecomesacommonreasonforhangoutandeatingout.Manytypesofeating-placeslikecoffeehouses,cafes,orbistrosamongmanyothershavelongbeendevelopedtryingtofindthebestsolutiontofitthatneed,theplacewherepeoplegatherforinformalandrelaxsocialization.RayOldenburg(1997)termssuchplaces,besidebookshops,beautysalon,fitnesscenterandthelikeasthirdplace,aftersecondplaceorofficewherepeoplegoforworkingandfirstplace,thehomethemostvitalplaceofallwherewespendmostofourtimeforourdomesticlife.Althoughwespendtimetheleastinthethirdplaceandlessprominentinourlifecomparedtothefirstandsecondone,itisstillconsideredessentialforbalancingthequalityofourlife.However,sincethewaypeopleinteractwithothersdifferstooneanotherdependingontheirinnatecharacteristicandhowtheylearnedsincechildhood(Flanagan,C.,1999),theplacefortheirsocializationmaybedifferenttoothecharacteristicofwhichmightevenbehardtotell.Unfortunatelyresearchonsociabilityaspartofsocio-psychologicalaspectsofconsumerinrelationtotheneedofplaceforeatingisveryscarce.Thereforeaquestionofhoweating-placescanbesetupforsatisfyingtheneedforinformalgatheringtocultivateoursociallifemaynoteasilybeanswered.
Colors,lightinganddecoraresomeofcommonmajorelementsofphysicalserviceenvironment.Thisstudytriestoexplorehowthesesupportpeople'
seatingintentionondiningwithafriend/sandwithaspecialfriend?
Whichoftheseelementsplaymostsignificantrolethantheothertoencouragesociabilityforeachsocialdiningintention?
Wehopetofindelementsofinterioreasyandinexpensivesothattheapplicationofthesecanattractcustomersmakingtheservicebusinessesmorecompetitive.Weassumethatparticipantswouldbemoresatisfiediftheirpositiveresponsesarehigher.Basedonthisassumptionweproposetwohypothesesasfollows:
Hypothesis1:
Thechangeofvariableofinteriorelementswillhaveasignificanteffectonthesubjects5psychologicalresponsesondiningwithafriend/s
Hypothesis2:
Thechangeofvariableofinteriorelementswillhaveasignificanteffectonthesubjects5psychologicalresponsesondiningwithaspecialfriend
2LiteratureReview
Sociabilityispartoffivebasicinbornpersonalityattributesalongwith'
'
activitylevel,irritabilityoremotionality,sootabilityandfearfulness"
Goldsmithet.al(1987)saidasFlanagan(1999)quotes,thehumancomplexityofwhichmightbeevenmorewhenpeopleareincidentallyplacedwithunexpectedenvironmentalinfluences.Forexample,environmentalstresssuchasseveretemperature,humidity,ventilation,vibration,noiseandglaremayallbecomeirritatingforacoupletotalk(Wheldall,1975).
Intermsofhowenvironmentalsettingssupportorientationofpeoplewhentalking,GiffordandGallagher(1985)theorizethatbesideperson-basedvariablesandsocialcontext,physicalsettingsareimportantfactors,whichinfluencehowpeopleinteracteachother.Theyregulatehowfurnitureshouldbearrangedinorderthatconversationcanworkeffectively.However,apartfromhowenvironmentshouldpracticallysupportsocialinteraction,peoplewillalsovaluewhetheranenvironmentisappropriateornotforaparticularmotivedependingontheirperceptionandemotionalresponsethatmayoccurbefore,duringandaftertheyexperienceit.Therearestudies,whichexploretheeffectsofrestaurantenvironmentonconsumerbehavior.Forexample,Lin(2004)foundthatservicescapesofferasubsequentimpressiontothecustomersbeforebeingserved.Thereforethisrelationshipovershadowstheircontactwithservicestaff.Howeveritseemsthatwecannotlearnfromthisstudyhowcustomersreactcognitivelyoremotionallytoservicescape,whichisimportanttoassureaneffectivedesignofservicescape.Toanswerthisissue,RyuandJang(2007)usingstructuralequationmodelinganalysisfoundthatfacilityaesthetics,involvingvisualcueslike:
furniture,color,lightinganddecor,ambience(nonvisualcues)andemployeesinfluencedsignificantlyonthelevelofcustomerpleasure,andparticularlyambienceandemployeesgaveimpactsignificantlytoarousal.LiuandJang(2009)usinganextendedmodelofMehrabianandRusselmodelprovedthatalltheenvironmentalfeaturesofarestaurant,tangibleorintangibleonegavesignificantimpacttothosepsychologicalres