本研究主要目的是建立一個整合性研究架構,並探討大台南都會區連鎖咖啡店消費情境、品牌形象與顧客忠誠度之關係,同時,透過便利抽樣進行研究樣本的抽樣,總共發放研究問卷300份,回收270份問卷,扣除14份填答不完整的無效問卷,共得有效問卷256份,問卷回收率為85.33%。 本研究採用SPSS 17.0統計套裝軟體進行分析計算,使用的統計方法包括:敘述性統計、因素分析、信度分析、效度分析、迴歸分析,實證結果發現如下: 1.消費情境對品牌形象有顯著正向影響。 2.品牌形象對顧客忠誠度有顯著正向影響。 3.連鎖咖啡店消費情境對顧客忠誠度有顯著正向影響。 4.連鎖咖啡店消費情境會透過品牌形象的中介效果,對顧客忠誠度有顯著正向影響。
The main purpose of this study was to construct an integration framework; we examined the relationship among consumption situation, brand image and customer loyalty for Tainan area chain coffee stores. Convenience sampling method was applied in this study. Meanwhile, members were selected from consumers of chain coffee stores in Tainan area. There were total 256 valid samples, and the response rate was 85.33%. This study was analyzed with statistics software by SPSS 17.0. The research data was analyzed by descriptive statistics, factor analysis, reliability analysis, validity analysis and regression analysis. The results of this study were following: 1.The consumption situation has a significant positive effect on brand image. 2.The brand image has a significant positive effect on customer loyalty. 3.The consumption situation has a significant positive effect on customer loyalty. 4.The brand image has a mediating effect between consumption situation and customer loyalty.