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題名:非連鎖咖啡館顧客商店印象與購買行為之研究
書刊名:休憩管理研究
作者:董益吾洪薇婷陳美燕 引用關係
作者(外文):Tung, I-wuHung, Wei-tingChen, Mei-yen
出版日期:2015
卷期:2:1
頁次:頁35-52
主題關鍵詞:商店印象購買行為非連鎖咖啡館Store imagePurchasing behaviorNon-chain café
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:38
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。
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.
期刊論文
1.Vahie, Archna、Paswan, Audhesh(2006)。Private label brand image: Its relationship with store image and national brand。International Journal of Retail and Distribution Management,34(1),67-84。  new window
2.Hildebrandt, L.(1988)。Store image and the prediction of performance in retailing。Journal of Business Research,17(1),91-100。  new window
3.James, Don L.、Durand, Richard M.、Dreves, Robert A.(1976)。The use of a multi-attribute attitude model in a store image study。Journal of Retailing,52(2),23-32。  new window
4.Liu, S. F.、Wang, W. C.、Chen, Y. H.(2009)。Applying store image and consumer behavior to window display analysis。Journal of American Academy of Business,14(2),70-74。  new window
5.Bao, Y. C.、Bao, Y. Q.、Sheng, S. B.(2011)。Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation。Journal of Business Research,64(2),220-226。  new window
6.張翔一(2010)。一杯咖啡醞釀一頁臺北。天下雜誌,444。  延伸查詢new window
7.葉景豪(2009)。分享臺北在你心中的價值--城市電影《第36個故事》搶先介紹。臺北畫刊,499,46-49。  延伸查詢new window
8.Morwitz, Vicki G.、Schmittlein, David(1992)。Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?。Journal of Marketing Research,29(4),391-405。  new window
9.Wu, Paul C. S.、Yeh, Gary Y.-Y.、Hsiao, C.-R.(2011)。The effect of store image and service quality on brand image and purchase intention for private label brands。Australasian Marketing Journal,19(1),30-39。  new window
10.Grewal, Dhruv、Krishnan, Ramayya、Baker, Julie、Borin, Norm(1998)。The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions。Journal of Retailing,74(3),331-352。  new window
11.Hellier, Phillip K.、Geursen, Gus M.、Carr, Rodney A.、Rickard, John A.(2003)。Customer repurchase intention: A general structural equation model。European Journal of Marketing,37(11/12),1762-1800。  new window
12.Martineau, Pierre D.(1958)。The Personality of The Retail Store。Harvard Business Review,36(1),47-55。  new window
13.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research,28(3),307-319。  new window
會議論文
1.王壬廷、楊平安、江昱仁(2009)。商店印象、生活型態與消費者行為之研究:以誠品書店為例。2009年第九屆觀光休閒技餐旅產業永續經營學術研討會。臺南縣:南台科技大學。  延伸查詢new window
2.洪薇婷(2012)。從產業結構觀點檢視臺北市非連鎖咖啡館之經營策略內涵。2012國際運動賽會與產業經營學術研討會。金門縣:國立金門大學。  延伸查詢new window
3.洪薇婷(2011)。以策略分析的觀點探討探討臺北市個性咖啡館之經營現況。2011體育運動聯合年會暨學術研討會。臺北市:臺灣運動教育學會。  延伸查詢new window
4.陳榮方、張瑞芳、林皇文(2006)。連鎖商店印象與消費行為關係之研究--以高雄市為例。八十二週年校慶暨第三十三屆三軍官校基礎學術研討會。高雄市:陸軍軍官學校。  延伸查詢new window
5.Yang, Y. M.、Xia, C. Y.、Ma, X. H.(2010)。Mechanism of impacts of store image dimensions on customer's cross-buying intentions。2010 International Conference on Management Science & Engineering。Melbourne:EBM。  new window
學位論文
1.王怡雯(2010)。商店形象對台北市連鎖咖啡店消費者消費行為與市場區隔及品牌權益關係之研究(碩士論文)。國立交通大學。  延伸查詢new window
2.楊慕華(2003)。個性咖啡店顧客之商店印象、綜合態度與忠誠度關係研究(碩士論文)。中原大學。  延伸查詢new window
3.黃佩雯(2009)。品牌個性、品牌信任對消費者購買意願之影響:以連鎖咖啡店為例(碩士論文)。高雄餐旅學院,高雄市。  延伸查詢new window
4.李子和(2011)。不同消費族群對場所意象差異之研究--以臺北市個性咖啡館為例(碩士論文)。國立臺灣師範大學。  延伸查詢new window
5.林美君(2009)。個性咖啡館休閒體驗與消費研究--以台南市為例(碩士論文)。立德大學。  延伸查詢new window
6.陳致瑋(2010)。兩岸連鎖餐飲業服務提供者與顧客之分擔責任及情緒反應對購買意願影響之研究(碩士論文)。大葉大學。  延伸查詢new window
7.黃美維(2006)。商店印象的視覺設計表現--以個性咖啡館為例(碩士論文)。國立臺灣師範大學。  延伸查詢new window
8.李淑任(2005)。咖啡館之休閒體驗與顧客參與之探討--以台中縣市咖啡館為例(碩士論文)。大葉大學,彰化縣。  延伸查詢new window
9.王宗琳(2004)。高雄市咖啡連鎖店商店印象與消費者購買行為關係之研究(碩士論文)。國立中山大學。  延伸查詢new window
圖書
1.林育正、楊海鈺(2003)。開家賺錢的咖啡店。台北:邦聯文化。  延伸查詢new window
2.臺灣連鎖暨加盟協會(2004)。中華民國連鎖店發展年鑑。臺北市:臺灣連鎖暨加盟協會。  延伸查詢new window
3.Boulding, K. E.(1956)。The image。The University of Michigan Press。  new window
4.Schiffman, L.、Kanuk, L.(2007)。Consumer behavior。Upper Saddle River, NJ:Pearson Prentice Hall。  new window
5.Engel, James F.、Miniard, Paul W.、Blackwell, Roger D.(2001)。Consumer Behavior。Dryden Press。  new window
6.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
其他
1.臺北市政府商業處(2011)。在咖啡館遇見臺北,http://www.taipeicafe.org/00_home/home.php。  延伸查詢new window
圖書論文
1.黃健和(2010)。尋找臺北咖啡。臺北咖啡。臺北市:大辣出版股份有限公司。  延伸查詢new window
 
 
 
 
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