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題名 | 臺灣地區咖啡市場消費性研究--以大臺北地區為例=A Study of the Coffee Consumption Market in Taiwan--Take Taipei Metropolis as a Case Study |
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作者姓名(中文) | 郭殷豪; 廖家儀; 袁明仔; |
作者姓名(外文) | Kuo, Yin-hao; Liao, Jia-yi; Yuan, Ming-zih; |
書刊名 | 北臺灣運動休閒學刊 |
卷期 | 1 2007.12[民96.12] |
頁次 | 頁137-147 |
分類號 | 483.8 |
語文 | chi |
關鍵詞 | 咖啡; 即溶咖啡; 即飲咖啡; 咖啡專賣店; 星巴克; Coffee consumption; Instant coffee; Beverage coffee; Coffee house; Starbucks; |
中文摘要 | 近年來受國際化之影響,國人生活與飲食型態逐漸改變,人們對於咖啡的需求與日俱增,咖啡消費市場有不斷成長的趨勢。而隨著咖啡飲用的普遍,不僅咖啡飲品隨處可以取得,且咖啡飲品的種類也日漸多元。在這麼多元的選擇中,例如年齡、性別、所得或是教育程度等變數與是否消費習性有統計上的相關性令人好奇。本研究針對各不同的形式、廠牌及市場定位的咖啡商品,利用卡方分析進行「消費者人口變數群」與「消費習性與偏好變數群」所交叉出之48組的假設檢定,期望解析消費者的咖啡消費因素與各主流產品的特徵與優勢。研究亦以大台北地區即溶咖啡、即飲咖啡與咖啡專賣店等三大咖啡消費型態,研究消費者的消費習慣與飲用偏好,藉以瞭解這三種咖啡消費型態的市場接受度。本研究採實證樣本調查方法來蒐集所需要的資訊,進行消費行為問卷分析。在所回收的200份有效問卷中分析結果顯示,極大部分消費者,最常的咖啡消費型態是即飲咖啡,即溶咖啡的品牌以雀巢最廣泛被知道,而即飲咖啡中最讓人印象深刻的是金車伯朗,星巴克咖啡是最廣為人知的咖啡專賣店。拿鐵口味的咖啡廣泛被消費者接受。對於喝咖啡頻率,消費者會依「是否學生身份」及「工作情況」的不同,顯示出不同消費特性。消費者選擇或喜好的即飲咖啡品牌,會依不同的「學生身份」與工作情形有顯著差異。消費者「喝現煮咖啡時是否加糖」,會因為「年齡」、「教育程度」、「學生身份」與「工作情況」有明顯不同。消費者「喝現煮咖啡時加奶精和奶油」,會因「性別」而有明顯差異。女性加奶油的比例較高,而男性加奶精的比例較高。消費者「對即飲咖啡的品牌重視程度」,會因為「教育程度」有明顯不同。 |
英文摘要 | Influenced by globalization, life and food style that people here has changed gradually. Not only the consumption of coffee has increased significantly in the recent year, but the selection of coffee products has varied a lot. Among mass selections, whether the cross-paired correlation between population variables and preference variables from consumers do make statistical difference attracts researchers a lot. This study calculates series Pearson chi-square statistics to testify 48 hypotheses to examine the statistical independence between 2 variable groups formed by population-based and preference-based. 3 main coffee consumption styles, including instant coffee, beverage coffee, and house-made coffee, are also taking into account to investigate the market share. Questionnaire is developed to acquire the necessary data, coffee consumers are sampled in Taipei metropolitan area, and 200 effective questionnaires are collected for analysis use. The present study shows that 1. Beverage coffee is the most frequent coffee consumption style. 2. Nescafe, Mr. Brown, and Starbucks are the most well known brand in instant coffee, beverage coffee, and coffee house, respectively. 3. Coffee latte is the most preferred flavor by local consumers. 4. Consuming frequency differs significantly in student status and in employee status. 5. The preference instant coffee brand differs in the student status and in employee status. 6. Sugar or nor when drinking brewing coffee differs in age, education level, student status, and employee status as well. 7. Coffee cream or not when drinking brewing coffee differs in gender. 8. Important or not of brand image differs in education levels. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。