空間印象、生活型態與忠誠度關係之研究：以星巴克為例

An Empirical Study on the Relationships among Space Image, Life Style, and loyalty of the Starbucks' Customers

陳文麗(Wen-Li Chen)

指導教授 ： 莊修田

中原大學/設計學院/室內設計研究所/碩士(2003年)

https://doi.org/10.6840/cycu200300517

摘要

論文摘要
近年來由於國外連鎖企業的經營模式引進台灣，快速的改變了人們的消費型態與消費習慣，尤其以飲食業中的咖啡連鎖店發展最快。各家連鎖咖啡店以各自的特色，在全省各地展開擴點行動。連鎖咖啡店已成了老、中、少年休閒、聊天的好去處，在空間的設計與規劃上也突破了傳統，改為明亮、潔淨、便利統一的形象。本研究選擇以星巴克咖啡店為研究範圍，以探究咖啡連鎖店的空間意象與消費者忠誠度之關聯性為何？
本研究以星巴克咖啡店的消費者為問卷調查對象，探討其空間印象、生活型態與忠誠度之間的關聯性。經以電腦統計軟體對301份有效問卷統計分析結果發現：
1. 空間印象的6個因素當中，受測者最滿意的是「店內氛圍」；
2. 生活型態的4個因素當中，受試者最同意的因素是「感性消費」。
3. 空間印象、生活型態各因素與忠誠度之間，大部分呈顯著正相關。
4. 消費者對星巴克忠誠度的預測變項為：「店內氛圍」、「月消費次數」、「天花與標誌」、「流行品味」、「感性消費」，這5個變項聯合可預測忠誠度35﹪的變異量；其中，屬於空間印象因素的「店內氛圍」與「天花與標誌」其可預測的變異量佔總量的75.4﹪。
本研究結果可做為室內設計業者對於商業空間規劃與設計上的參考。

關鍵字

空間印象 ； 生活型態 ； 忠誠度

並列摘要

Abstract
Yearly, due to the business model of the foreign chain store have been brought into Taiwain, people’s type and habbit of the consume have been changed quite fast as well. Especially, the coffee chain stores are the most rapidly development among F&B business. Every chain store has his specialty, and meanwhile operates his hue-spot action all over Taiwan. The coffee chain stores which have been the best option to go for people leisure and chatting; and, the spaces design and planning have turned into the image of brillian, neat and convient concept also have broken traditional imagination. Starbucks chain stores are conducted to reserch for this study, also to discover the chain stores’ relationship betwion space image and consumer loyalty.
The purpose of this empirical study was to explore the relationship among space image, life style, and royalty of customers. An investigation was conducted to the customers of Starbucks Coffee 5 chain stores in Taipei. The data collected from 301 samples were analyzed in aid of SPSS computing software. The statistically significant findings were as follows: 1. Among the 6 factors of space image, “interior ambience” was the most satisfied one. 2. Among the 4 factors of life style, “sensitive comsume” was the most satisfied one. 3.There were significant and positive correlations between most factors of space image, life style, and loyalty. 4. There were five predictive variables for loyalty; the total explained variance was 35%, and two factors of space image possessed 75.4% of the total explained variance. This result showed the substantial effect of space design on customer royalty. These findings were expected to be helpful for the planning and designing of commercial spaces.

並列關鍵字

life style ； loyalty ； space image

參考文獻

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