咖啡體驗經濟對經營供需面的關聯性影響

The Impact of Coffee Experience Economy in Supply and Demand Market

邱若芷(Jo-Chih Chiu)

《美和學報》 32卷1期 (2013/05) Pp. 177-210

摘要

Launching complex supply and demand market, the experience economy of coffee cultural commodity generates essential issues of hospitality industry, such as profit growth with effective performance. Through literature review about experience economy of coffee cultural commodity in the city and tour areas, the study was constructed quantitative index of SEM (AMOS) model analysis. This study was constructed the five senses, theme value, creative new brand, wholeness field design, and participate discussion attitude for understanding the impacts of coffee experience economy, such as consumer satisfy (consumer surplus), producer benefit (producer surplus), and performance growth rate. The results indicated that both of city and tour areas of theoretical default models had effective index in the stride of two groups. The finding of the study was concluded that variation of participate discussion attitude was a powerful interference which impacts the performance of experience economy, when the five senses, theme value, creative new brand, and wholeness field design, were employed for the consumer satisfy (consumer surplus), producer benefit (producer surplus), and performance growth rate. Therefore, by way of participating discussion and resonance indirect factors, coffee cultural commodity in combination vision, voice, smell, taste, and with comfortable cozy environment, as well as with the theme value and creative new brand experience, there were effective influences to coffee experience economy. Moreover, field design with cultural impression of environment was also effectively indirect variation, when theme value and creative new brand experience were employed for the coffee experience economy.

關鍵字

體驗經濟 ； 咖啡文化 ； 營業額成長率 ； 生產者剩餘 ； 消費者剩餘

並列摘要

Launching complex supply and demand market, the experience economy of coffee cultural commodity generates essential issues of hospitality industry, such as profit growth with effective performance. Through literature review about experience economy of coffee cultural commodity in the city and tour areas, the study was constructed quantitative index of SEM (AMOS) model analysis. This study was constructed the five senses, theme value, creative new brand, wholeness field design, and participate discussion attitude for understanding the impacts of coffee experience economy, such as consumer satisfy (consumer surplus), producer benefit (producer surplus), and performance growth rate. The results indicated that both of city and tour areas of theoretical default models had effective index in the stride of two groups. The finding of the study was concluded that variation of participate discussion attitude was a powerful interference which impacts the performance of experience economy, when the five senses, theme value, creative new brand, and wholeness field design, were employed for the consumer satisfy (consumer surplus), producer benefit (producer surplus), and performance growth rate. Therefore, by way of participating discussion and resonance indirect factors, coffee cultural commodity in combination vision, voice, smell, taste, and with comfortable cozy environment, as well as with the theme value and creative new brand experience, there were effective influences to coffee experience economy. Moreover, field design with cultural impression of environment was also effectively indirect variation, when theme value and creative new brand experience were employed for the coffee experience economy.

並列關鍵字

Experience economy ； coffee culture ； performance growth rate ； consumer satisfy (consumer surplus) ； and producer benefit (producer surplus)

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