頁籤選單縮合
題 名 | 公平貿易咖啡店之關係品質與場所依附之研究--以顧客正向情緒為中介變數=Relationship Quality and Place Attachment in Fairtrade Coffee Shop--Customer Positive Emotions as a Mediator |
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作 者 | 游翔如; 楊濱燦; | 書刊名 | 大同學報 |
卷 期 | 38 2024.01[民113.01] |
頁 次 | 頁1-12+75 |
分類號 | 496.34 |
關鍵詞 | 公平貿易咖啡店; 關係品質; 顧客正向情緒; 場所依附; Fairtrade coffee shop; Relationship quality; Customer positive emotions; Place attachment; |
語 文 | 中文(Chinese) |
中文摘要 | 台灣公平貿易咖啡店的發展已成為新興的文化現象與休閒消費趨勢,然而, 過往對於公平貿易咖啡店營運的相關研究卻甚少,因此本研究以顧客正向情緒 為中介變數來檢視關係品質與場所依附間之關係,便是本研究主要探討的議題。 本研究以至台北市之公平貿易咖啡店消費的顧客為研究對象,採取便利抽樣法, 進行420份問卷調查,回收389份有效問卷進行分析。研究結果發現:1.關係品 質與場所認同之間呈正向關係,關係品質與場所依賴之間呈正向關係,關係品 質與社會連結之間為正向關係。2.顧客正向情緒對關係品質與場所依附具有中 介效果,亦即關係品質會透過顧客正向情緒的中介效果,進一步增強顧客場所 認同、場所依賴與社會連結。而在管理實務建議方面則有:1.透過公平貿易咖 啡標章認證,提高顧客之信任。2.建立個別顧客需求資料服務,以增加顧客之滿 意度。3.建立產品流程透明化與提高顧客之信任。4.注重服務標準化,建立其建 議及投訴管道。5.強化員工教育訓練,建立正向團隊情感氛圍。 |
英文摘要 | Nowadays, coffee market in Taiwan has become a cultural phenomenon and even a growing commercial trend leading fair trade coffee shop into new development. Therefore, utilizing customer positive emotions as a mediator to examine the relationship between relationship quality and place attachment is a major issue that this study hopes to explore. This study aims at examining the relationship model of relationship quality to place attachment, and also the relationship between relationship quality and place attachment, as with customer positive emotions to be a mediator. Sampling the customers of fairtrade coffee shop in Taipei as research subject, this study releases 420 copies of questionnaires in total by convenience sampling and collecting back 389 effective copies. Research findings show that the relationships between relationship quality and place identity, place dependence and social bonding all appear positive, and meanwhile, relationship quality demonstrates positive relation with customer positive emotions. In addition, customer positive emotions show the mediating effect on relationship quality and place attachment, and relationship quality further reinforces customers’ place identity, place dependence and social bonding through the effect. Finally, this study provide five practical implications. |
本系統中英文摘要資訊取自各篇刊載內容。