- 學位論文
高雄地區連鎖咖啡店消費者購買動機與購買意願之研究 ─以金鑛咖啡及85度c為例
An analysis and evaluation of customers’ motivations and intentions to use chain coffee shops in Taiwan – A case study of Crown Coffee and 85 Degrees Celsius Coffee in Kaohsiung, Taiwan
摘要
This paper presents an analysis and evaluation of customers’ motivations and intentions to use chain coffee shops in Taiwan. It is a case study of Crown Coffee and 85 Degrees Celsius Coffee in Kaohsiung, Taiwan. It also uses quantitative data from 360 survey questionnaires in Kaohsiung, Taiwan, with more than a half of the sample being students who had a high education level and studied at college or university, with a monthly income below 30,000 NTD (New Taiwan Dollars). Most of the customers were single, and went to the coffee shops in order to meet their friends. Most respondents visit coffee shops less than six times, and did not go to the same chains each time. In addition, the average consumption amounts of the customers were between 51-100 NTD. Through these findings, this study supports the positive argument concerning the influences between purchase motivations and the purchase intentions of customers’. Specifically, the findings suggest that there are limited differences in the level of influence between customers’ demographic characteristics and purchase motivations and intentions.
並列摘要
This paper presents an analysis and evaluation of customers’ motivations and intentions to use chain coffee shops in Taiwan. It is a case study of Crown Coffee and 85 Degrees Celsius Coffee in Kaohsiung, Taiwan. It also uses quantitative data from 360 survey questionnaires in Kaohsiung, Taiwan, with more than a half of the sample being students who had a high education level and studied at college or university, with a monthly income below 30,000 NTD (New Taiwan Dollars). Most of the customers were single, and went to the coffee shops in order to meet their friends. Most respondents visit coffee shops less than six times, and did not go to the same chains each time. In addition, the average consumption amounts of the customers were between 51-100 NTD. Through these findings, this study supports the positive argument concerning the influences between purchase motivations and the purchase intentions of customers’. Specifically, the findings suggest that there are limited differences in the level of influence between customers’ demographic characteristics and purchase motivations and intentions.