綠色及永續品牌形象及服務品質對現煮咖啡顧客知覺價值及行為意圖影響之探討

在消費者環保意識的提升及全球化節能減碳的呼籲下，各國的消費者及業者有了永續消費的觀念；消費者開始嘗試購買且要求廠商生產對環境衝擊較小的商品與服務。台灣咖啡市場逐年成長，咖啡品牌數增加以及零售業跨產業的競爭，造成台灣咖啡市場競爭激烈，因此經營者與管理者應思考如何增加自己與競爭者之間的差異，使消費者成為忠實顧客且願意再次的消費。而目前未有研究探討銷費者對餐廳的永續品牌印象是否可以納入整體服務呈現的一環，進而被消費者接受而認知為餐廳創造的價值之一。本研究結果發現消費者的永續品牌形象及其他現煮咖啡通路品質對他們的知覺價值皆有正向的影響效果；其中象徵性知覺價值是影響顧客滿意程度的主要因素，對顧客滿意度與行為意圖皆有正向影響。根據研究結果及討論，本研究提供建議供台灣現煮咖啡通路之業者做為經營管理之參考。

關鍵字

永續品牌形象；服務品質；知覺價值；行為意圖；現煮咖啡通路

並列摘要

Due to the increasing awareness of the impact of global warming in private and public sectors and thereby the increased eco-awareness of consumers, the concept of sustainability has been gaining its momentum in the foodservice industry. Consumers nowadays also expect the companies to provide their products and services with less or no impact to the environment and society. Recently, coffee shops have popped out on the streets to meet the demands of the growing market in Taiwan. Therefore, it is an important task for these players to attract their loyal consumers and consolidate their brands in the market. This study examined how consumer's sustainability brand image towards coffee brand, as well as other qualities on their perceived value, satisfaction and behavioral intention in freshly-brew coffee channels. The results showed that consumers' sustainable brand image and other perceived qualities were all significant determinants of customer's perceived value. In addition, the symbolic value acted as an important influncer in consumers' satisfaction formation process, which is a significant predictor of behavioral intention. The findings may provide freshly-brewcoffee channels with a guideline for enhancing customer satisfaction and behavioral intention level.

並列關鍵字

Sustainability brand Image ； Service quality ； Perceived value ； Purchase intention ； Freshly-brew coffee channel

國際替代計量

綠色及永續品牌形象及服務品質對現煮咖啡顧客知覺價值及行為意圖影響之探討

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