頁籤選單縮合
題名 | 非連鎖咖啡館顧客商店印象與購買行為之研究=A Study on Customers' Store Image and Purchasing Behavior in Non-Chain Cafés |
---|---|
作者 | 董益吾; 洪薇婷; 陳美燕; | 書刊名 | 休憩管理研究 |
卷期 | 2:1 2015.04[民104.04] |
頁次 | 頁35-52 |
分類號 | 496.34 |
關鍵詞 | 商店印象; 購買行為; 非連鎖咖啡館; Store image; Purchasing behavior; Non-chain café; |
語文 | 中文(Chinese) |
中文摘要 | 本研究目的在瞭解非連鎖咖啡館之顧客及其購買行為現況,並且分析顧客的商店印象對購買行為的預測力。於2012年2-3月期間針對臺北市非連鎖咖啡館20歲以上的顧客,採立意抽樣法,回收非連鎖咖啡館商店印象與購買行為調查問卷共計412份。以描述性統計、皮爾森積差相關分析、一般多元迴歸分析等方法進行資料的處理分析。本研究結果顯示:(1)臺北市非連鎖咖啡館的顧客主要是20-39歲、具大專校院以上學歷的學生和上班族。親友聚會、享受空間氣氛、品嚐咖啡飲品、閱讀書報是多數顧客的消費動機、購買的產品以飲料為主、且多會在店內久坐。(2)商店印象與購買意願呈正相關,並且顧客對商店的「設計效果」、「產品服務」、「環境氣氛」印象對購買意願有顯著解釋能力。當顧客對咖啡館中相關屬性評價越高時,其消費後就會有越高的購買意願。反應室內空間的設計塑造對臺北市非連鎖咖啡館的重要性。 |
英文摘要 | The purpose of this study was to know the demographics and purchasing behaviors of non-chain cafés' customers and to learn if customers' store image is the significant indicator for purchasing intention. This study used "store image and purchasing behaviors questionnaire" as the tool, and aimed at non-chain cafés' customers above 20 years old, collecting 412 valid data by using purposive sampling from February to March, 2012. Descriptive statistics, Pearson correlation analysis, and multiple linear regression analysis were used to analyze the data, and the results were as following: 1. Customers in non-chain cafés in Taipei were mainly students or office workers between 20-29 years old, with education level above college. Most of them were to meet friends, enjoy the atmosphere or drinks, or read. Besides, they were used to ordering a cup of coffee or drink, and staying in the café for a while. 2. Store image is positively correlated with purchasing intention. Besides, "design effect", "products and services", and "surroundings and the atmosphere" aspects of image were significant predictors for purchasing intention. The greater customers evaluated the aspect-associated attribute, the higher purchasing intention they would come into after consuming. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。