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題 名 | 大專院校學生對連鎖咖啡店之選擇偏好--以星巴克、客喜康為例=College Student's Preference towards the Selection of the Chain Coffee Stores |
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作 者 | 陳香伶; 馬瑩容; | 書刊名 | 南亞學報 |
卷 期 | 24 2004.08[民93.08] |
頁 次 | 頁231-244 |
分類號 | 496.34 |
關鍵詞 | 連鎖店; 咖啡偏好; 連鎖咖啡店; 特許加盟; Chain store; Consumer preference; Chain coffee store; Franchising; |
語 文 | 中文(Chinese) |
中文摘要 | 臺灣連鎖咖啡店經過數十年來的發展,各品牌的咖啡連鎖店如雨後春筍般林立,不僅使咖啡熱潮持續蔓延不斷,更提昇了國內咖啡市場整體品質及服務,使咖啡飲用人口增加,連鎖咖啡市場也逐漸邁入了成熟期。 本研究以星巴克(Starbucks)與客喜康(KOHIKAN)珈琲館的消費群為主要研究對象,且針對在不同連鎖咖啡店的經營風格下,連鎖咖啡店之屬性及價性是否會影響其消費者對連鎖咖啡店之選擇。因此希望透過此研究來了解不同消費群,對連鎖咖啡店之消費需求區隔下,所形成不同型態之咖啡連鎖店。問卷回收份數共有266份,其有效利用率為81.95%;研究結果有三點,(1)會去星巴克(Starbucks)及客喜康(KOHIKAN)的消費者,性別以女性居多;年齡以18-21歲的人為主;學制以四技生較多、二專生其次;地區以北部較多;零用錢以$3000-$5000者居多、$5000-$10000其次;(2)會去星巴克(Starbucks)及客喜康(KOHIKAN)的消費者,主要的動機,首先以品嚐咖啡的人較多、其次是親友聚會;(3)會去星巴克(Starbucks)的消費者所偏好該店家的原因第一是口味選擇多樣化、其次是該店家的知名度;客喜康(KOHIKAN)的消費者所偏好該店家的原因,第一是店家服務態度與熱誠、其次是店家裝潢佈置擺設。 |
英文摘要 | Recent and emerging trends of coffee drinkers, covering the past 10 years of freshly-brewed coffee market have shown their favor on diversity of the franchising coffee stores, such as the Dante Cafe', the Starbucks Coffee, the Barista Coffee, Zhen-Guo Cafe' and KOHIKAN Coffeehouse, etc. As a result, coffee shops of new style and chain store in metropolitan area increase rapidly, indicating this lucrative market potential of metropolises for shop owners. Motivated by the success of chain coffee stores, the study attempts to find out college student's preference among these different styles of coffee shops as well as factors that lead to such preference. The study has chosen two coffee chain stores: the Italian style of Starbucks coffee and the Japanese style of KOHIKAN Coffeehouse as our targets. The prospects in this study are college and university students. Our results have indicated that 18-to-21-year-old female students, in northern part of Taiwan, with family allowance of $3,000 to $5,000, go to coffee shops most often. Also, most students would go to either the Starbucks coffee or KOHIKAN coffeehouse for several reasons: first, to enjoy its coffee; then, to spend time with friend. Moreover, majority of students who have chosen the Starbucks coffee generally appreciate its selection of coffee and enjoy its popularity. Nevertheless, those who prefer KOHIKAN coffeehouse are impressed by its service quality and store decoration. |
本系統中英文摘要資訊取自各篇刊載內容。