台中縣新社鄉庭園香草咖啡館消費者體驗效果之探討研究

The Effect of Consumer’s Experience into the Arden Vanilla Coffee in Shinshou of Taichung County

魏起芝(Ci-Jhih Wei)

指導教授 ： 李明榮

亞洲大學/管理學院/經營管理研究所/碩士(2006年)

摘要

本研究目的，旨在探討目前台中縣新社鄉庭園香草咖啡館之消費者體驗效果。研究架構，經由文獻探討及分析，瞭解目前新社鄉庭園香草咖啡之休閒消費趨勢之動機理論及定義，藉由理論基礎，以及問卷調查來進行實證部分的資料搜集。
本研究使用「消費動機量表」、「心理體驗收穫量表」、「消費滿意度量表」等問卷作為測量工具，選取樣本為台中縣新社鄉五家庭園香草咖啡館之消費者及經營者。經過電話聯繫並親臨拜訪等方式收取其顧客填寫之問卷後，總計發出296份問卷，實際收回樣本為274份，回收率為92.57%，並向5位經營者取得經營之訪談資料。經本研究篩選之後，得到242份有效資料，有效問卷佔總樣本數81.76%。資料分析採用次數分配、平均數、標準差、t檢定、單因子變異數、皮爾遜積差相關性研究及多元逐步迴歸等統計方法，作為資料解釋之依據，並歸納出具體結論與建議。
本研究的研究結論如下：
一、 庭園香草咖啡館的主要消費人口群之特性為年輕、女性、高學歷、中上以上收入。
二、 大多與家人、親朋好友一起開車偕伴前來，亦透過家人、親戚、好友的介紹決定至該庭園香草咖啡館。
三、 消費動機與心理體驗收穫相當一致。
四、 消費者其消費動機因不同背景及消費行為而有顯著差異。
五、 消費者心理體驗收穫因不同背景及消費行為其而有顯著差異。
六、 消費者其消費滿意度因不同背景及消費行為而有所差異。
七、 消費者消費動機、心理體驗收穫、消費滿意度各構面之相關性顯著。
八、 消費者的消費動機愈高，則消費滿意度愈高。且消費者的心理體驗收穫愈高，則消費滿意度愈高。
九、 消費者的總體滿意度與重遊意願相當高。
最後根據研究發現與結論，提出建議以供政府、庭園香草咖啡館業者及有關單位之研究。

關鍵字

庭園咖啡 ； 消費者行為 ； 體驗

並列摘要

The purpose of this study is to investigate the effect of consumer’s experience into the garden vanilla coffee in Shinshou of Taichung County. In order to fulfill the purpose, literature review and analysis have been implemented to understand the theories and definition of development, recreation, consumer behavior and the reason of build-up of garden vanilla coffee in Shinshou. Finally, achieving the goal of establishing the theoretical foundation, and a questionnaire survey was utilized to collect the data.
Scales of consumption motive, experience result, consumption satisfaction were used as the measurement tools of the questionnaire survey in the study. 296 copies were sent to the consumers and owners of garden vanilla coffee in Shinshou through telephone and visiting. And 274 of them replied. The recovery rate was 92.57%, and the data that were acquired through interviewing were collected from 5 owners. 242 copies were effective after sieving. The effective rate was 81.76%. In this study, the hypothesis was tested through the data distribution, mean, standard deviation, variance analysis, ANOVA analysis, Pearson correlation analysis and regression to form the basis of interpretation for those data to make the concrete conclusions and suggestions. Followings are the conclusions of this study:
1. The main group of consumption of the garden vanilla coffee are women
who are young, high educated and from the family of upper-middle income.
2. Most of them derived to the spots with their family and friends, and as a result of public praise from their family, relatives and friends they come to the coffee house.
3. Consumer’s consumption motive and experience result are quite identical.
4. Consumer’s consumption motive is different from diverse consumption background and consumption behavior.
5. Consumer’s experience result is different from various consumption background and consumption behavior.
6. Consumer’s consumption satisfaction is different from consumption background and consumption behavior.
7. The relationship is obvious among consumer’s consumption motive, experience result, consumption satisfaction.
8. The higher the consumer’s consumption satisfaction, the higher the consumer’s higher consumption motive is. And the higher the consumer’s satisfaction, the higher the consumer’s experience result is.
9. The total consumer satisfaction is high and the consumers are pleased to revisit again.
Finally, according to the conclusions and findings, this study has provided some suggestions for the government, owner of garden vanilla coffee house and relevant institutes of organizations for a further study in this field.

並列關鍵字

Arden Vanilla Coffee ； Consumer's Behavior ； Experience

參考文獻

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