微型創業動機與資源之研究 ─以台灣北部個性咖啡館為例

Micro-Entrepreneurial Incentives and Resources Research- Take Characteristic Coffee Shop in Northern Taiwan as An Example

鍾承佑(Chen-Yu Chung)

指導教授 ： 謝英哲

國立清華大學/科技管理學院/科技管理研究所/碩士(2014年)

摘要

本研究以台灣北部非連鎖的個性咖啡館(characteristic coffee shop)創業者為研究對象，以開放式訪談法對其進行訪談研究，主要的目的在探討此產業微型創業者的創業動機和資源的尋覓過程。
　　本研究根據文獻及訪談資料分析後，將研究結果分為個性咖啡館的創業動機和創業資源兩部分，在創業動機上發現：1.開設個性咖啡館和過去是否有餐飲經驗沒有明顯關係。2.個性咖啡館的創業者大多想帶給消費者輕鬆、自在的感受。3.許多個性咖啡館的創業者會希望和當地文化、社區與消費習慣結合。4.不是所有個性咖啡館的創業者都想持續展店與擴張，此也和拉因的創業動機有關。5.個性咖啡館的創業者大多是因拉因的動機而創立，因此而未選擇加盟的方式；創業資源上發現：1.許多創業者使用家族的人力與物力協力開業。2.因為未選擇加盟方式，人脈經營與口碑對個性咖啡館的創業者相當重要。3.因個性咖啡館未選擇加盟，經常遇到需要重新建立訓練與構思行銷活動的問題。4.機會理論與限制理論和個案的現象並不全然相符。5.許多研究對象仍於創業數年後停留於成長性企業之第一階段(創業階段)，他們持續性地和地方結合、留住消費者和嘗試新產品，而未有擴張的意圖。
　　本研究於最後提出對微型創業家與個性咖啡店經營者的建議，可作為欲創業者和後續研究者之相關資源與資料參考。

關鍵字

個性咖啡館 ； 創業動機 ； 創業資源 ； 微型創業 ； 推拉因理論

並列摘要

This study takes non-chain characteristic coffee shop entrepreneur as the object of research, based on open-ended question to do interview research. The mainly purpose of this study is to explore the searching process of entrepreneurial motivations and resources micro-entrepreneur in this industry
This study is based on documentary and interview data analysis results. Afterwards, the research results could be divided into two parts, entrepreneurial motivations and entrepreneurial resources. The entrepreneurial motivations showed: 1. There’s no apparent relationship between opening a characteristic coffee shop and whether entrepreneurs have catering experience. 2. Most of the characteristic coffee shop entrepreneurs want to make customers feel relax and comfortable. 3. Many characteristic coffee shop entrepreneurs want to combine local culture, community and consuming customs. 4. Not all of entrepreneurs want to keep expanding their enterprises or make a new branch. This phenomenon is relevant to pull factors. 5. Most of the characteristic coffee shop entrepreneurs open their enterprises from pull factors, so they didn’t choose chain store to operate. The entrepreneurial resources showed: 1. Many entrepreneurs use human and material resources from their family to open enterprise.2. Because entrepreneurs didn’t choose chain store to operate, connections and word of mouse are important for them.3. Because entrepreneurs didn’t choose chain store to operate, they usually met problems of build their new training and marketing activities. 4. Not the entire phenomenon in theory of opportunity and constrain are the same with results of study. 5. Many objects of study are stay in the first stage(entrepreneurial stage) of the growing enterprise. They keep trying to combine the enterprise with local culture, attract twice-consuming and develop new products, don’t intend to expand their enterprises instead.
This study brings out some suggestions for the micro-entrepreneurs and characteristic coffee shop executives in the end, which can be the resource and data reference for future entrepreneurs and researchers.

並列關鍵字

Characteristic coffee shop ； Entrepreneurial motivations ； Entrepreneurial resources ； Micro-Entrepreneurial ； Push and Pull factors theory

參考文獻

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