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題名 | 臺北都會區咖啡館顧客體驗之探討=A Study on Consumer's Leisure Experience in Coffee Shops in Taipei District |
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作者 | 洪惟泉; 王金蓮; Howng, Wei-chuan; Wang, Chin-lien; |
期刊 | 德霖學報 |
出版日期 | 20090600 |
卷期 | 23 2009.06[民98.06] |
頁次 | 頁35-45 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 咖啡館; 休閒體驗; Coffee shop; Leisure experience; |
中文摘要 | 本研究之目的在瞭解咖啡館的顧客休閒體驗之差異情形。以改編的「咖啡館休閒體驗量表」 為研究工具,以台北都會區四大型咖啡聯鎖店的顧客為研究對象,採隨機抽樣方式進行調查, 總計發放問卷420份,得有效問卷為376份,有效回收率為89.52%。所得資料以描述性統計、t檢 定及單因子變異數分析法進行統計分析,共得以下研究結果:一、最常與本研究受試者一同到 咖啡館的夥伴以與同事相約到咖啡館的人數為最多有104人,佔27.66%。二、選擇會去同一家咖 啡館之原因,以該館的氣氛好為最多有113人,佔30.05%。三、受試者最喜歡造訪的咖啡館類型 以到義式咖啡館的人數為最多有111人,佔29.52%。四、咖啡館的休閒體驗在受試者之「性別」 的所有構面上,均未達顯著差異(P>.05)。在「年齡別」的所有構面上,均達顯著差異(P<.05)。 在「婚姻別」的所有構面上,均未達顯著差異(P>.05)。在「學歷別」的活力、滿足感、社交等 構面上,達顯著差異(P<.05),其他構面上,則未達顯著差異(P>.05)。在「職業別」的活力構 面上,達顯著差異(P<.05),其他構面上,則未達顯著差異(P>.05)。 |
英文摘要 | The purpose of this study was to understand the leisure experience of consumer in the coffee shops in Taipei district. 420 questionnaires were send to the consumers and 376 questionnaires were collected. Typical statistic methods, t test and one-way ANOVA, were using for statistics analyzing .The main findings of this research include: 1. 104 persons (27.66%) who went to coffee shop were mostly with their colleagues. 2.113 subjects prefer to the good atmosphere of coffee shop. 3.Most subject prefer to Italian style coffee shop(111persons, 29.52%). 4. There were no significant differences between the gender’s all divisions (p>.05). 5.There were significant differences among the age partition’s all divisions (p<.05). 6.There were no significant differences between the marriage status’s all divisions (p>.05). 7.There were significant differences among the education background’s vitality, satisfy and social contact divisions (p < .05). However, there was no significant differences in other divisions (p>.05). 8. There was significant differences in occupation vitality (p<.05), no significant differences in other divisions (p>.05). Finally, the survey results of this study can be utilized as reference of any future study. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。