影響個性咖啡館消費者來店決策之研究

Consumers' Selection Criteria for Individual Coffee Shop

白凢芸(Fan-Yun Pai) ； 黃稜茹(Ling-Ju Huang)

《運動休閒餐旅研究》 8卷2期 (2013/06) Pp. 160-177

https://doi.org/10.29429/JSLHR.201306_8(2).09

摘要

近年來國外連鎖咖啡館興起，帶動了國人喝咖啡的風氣，咖啡館已成為許多人生活中不可或缺的角色。在連鎖咖啡館的激烈競爭環境下，小型個性咖啡館礙於經營規模、品牌形象及有限的資源，使得的生存面臨一大挑戰。因此，對於經營者而言了解哪些重要因素是消費者所重視的、各因素之間的關聯性以滿足消費者的需求是值得探討的議題。為了瞭解消費者選擇個性咖啡館的相關準則，本研究首先藉由文獻探討得到消費者選擇的決策因素，接下來透過修正式德菲法專家問卷調查，進行兩回合問卷並決定評選準則，主要包括「商店氣氛」、「產品條件」、「服務品質」、「商店行銷」及「便利性」等五個主準則及18項次準則，再以個性咖啡館經營者、咖啡館通路商及咖啡重度使用者為問卷發放對象，利用決策實驗室分析法找出準則間的因果關係，最後依據研究結果作分析及討論。經由分析後結果發現「商店風格與特色」以及「服務品質」屬於原因群，經營者了解消費者在選擇決策上的考量因素後，可以針對關鍵性的決策因素投入資源、加強本身的優勢，並在消費者真正關心的決策因素來進行改善以吸引消費者選擇。

關鍵字

個性咖啡店 ； 德菲法 ； 決策實驗室分析法

並列摘要

Enjoying cups of coffee as well as visiting coffeehouses around the corner has played an indispensably required role in daily life of the Formosan Island by virtue of the trendy coffee shop chains' wild-fire spreading by the 1990's. Under the keen competition of this segment, individual Café may end up losing market share to their chain-coffeehouse competitors due to the problems of restricted business scale, brand awareness/image, and limited resources. Accordingly, for individual coffee shop owners, crucial elements, i.e., the needs sought by customers, the relationships of individual elements on the basis of the satisfaction of consumers, are worth further discussing. In pursuit of the purpose, this research, firstly, obtains essential knowledge on the criteria related to consumers' preferences on a coffee shop via literature review. By conducting two rounds of the questionnaires on the basis of the Modified Delphi Method, secondly, the research reaches the determination in relation to selection criteria. This includes 5 primary criteria, i.e., the atmosphere of Cafés, conditions of products, quality of services, marketing of shops, and their continence, as well as the other 18 sub-criteria. Lastly, 20 feedbacks from individual coffee shop owners and coffeeholic consumers of individual coffee shops have been fully analyzed and discussed. In this respect, it is identified that the style and characteristic of the shop and the quality of service are among the group of primary concerning. With adequate understanding of selection criteria in mind, it is then possible for the operators to invest resources, strengthen their own advantages, and improve those decisions of strategic importance in order to attract the selection of consumers.

並列關鍵字

Individual Coffee Shop ； Modified Delphi Method ； DEMATEL

參考文獻

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