分析消費者於不同型態咖啡店之再購因素：以消費動機之觀點

Analyzing Factors of Customer Repurchase in Different Types of Coffee Shops：Customer Motivation Perspective

李沛怡(Pie-Yi Lee)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00131

摘要

台灣咖啡市場規模龐大，各種不同型態競爭者紛紛進入，要如何在眾多不同經營型態與風格之咖啡店中，吸引消費者前往消費並提高再購意願，是其經營上致勝的關鍵。因此，本研究期望透過探討消費者在不同型態咖啡店之消費動機與再購意願的關聯性，藉此提供咖啡店經營者更多策略思維。
本研究採隨機抽樣法，調查對象為大台北地區前往同一品牌的連鎖咖啡店或個性化咖啡店二次以上之消費者，共回收有效問卷786份，並運用信度分析、相關分析及多元回歸分析等方法進行資料處理。本研究結果發現，消費者選擇前往咖啡店之消費動機與再購意願之間呈現顯著影響，但其中在地點便利動機上則無相關性，可能原因為消費者在選擇前往咖啡店動機較為明確，大多屬於聚會聊天或打發時間為主，在咖啡店停留時間較久，因此，地點便利對消費者來說，已不是成為再次消費的主要因素；此外，在不同型態咖啡店下，消費者選擇咖啡店之消費動機與再購意願亦呈現顯著影響；其中「經濟」動機會增加消費者的再購意願，表示消費者在消費過程中較重視物超所值的感受。另外，本研究亦分析出，在連鎖咖啡店下產品的「安全可靠」將成為消費者再購意願的重要因素；而高價連鎖與個性化咖啡店消費者則是在「感官滿足」、「經濟」與「品質優良」動機上呈顯著影響，由此可說明，在具有相同高單價的咖啡店下，消費者較重視店家的環境氣氛、優良的產品品質與在消費過程中是否產生物超所值的感受，並較不會受到價格進而影響其再購意願。本研究透過在不同型態咖啡店下，找出消費者的再購因素，期望將研究結果提供現有業者或即將創業者進行參考並擬定經營策略。

關鍵字

咖啡連鎖店 ； 性咖啡店 ； 咖啡店型態 ； 消費動機 ； 再購意願

並列摘要

The large coffee market in Taiwan has boomed coffee shop business, the key to attract and retain customers among various types of coffee shops lies on business strategies. This study attempts to find out the relationship between consumer motivations and repurchase intensions in different types of coffee shops and provide diverse reference for coffee shop operators to make and adjust their own business strategies.
The objects purchasing over twice in coffeehouse chains of the same brand or in stylish individual coffee shops are investigated by random sampling in this research. 786 effective questionnaires are collected and analyzed with statistic methods including reliability analysis, analysis of correlation and multiple linear regression analysis. The results show significant influence between consumer motivations and repurchases intensions for consumers to choose coffee shops. However, the convenience of a location is not concerned because of the specific purpose to meet and chat with friends with longer time in a coffee shop. In addition, the “economic” factor increases consumers’ repurchase intentions, which shows that the feeling of “what you get is better than what you pay” is valued. In addition, products with “Safety and reliability” are important factors for them to repurchase in coffeehouse chains. Consumers who prefer purchasing in expensive coffeehouse chains or stylish individual coffee shops are affected by the factors of “satisfaction of sensation”, “economic” and “good quality”. As a result, if a coffee shop has a better environment, products with good quality and the feeling of “what you get is more than what you pay”, the repurchase intensions will not be affected by its price. The factors for consumers to repurchase are revealed by investigation conducted in different types of coffee shops. This research is expected to provide current coffee shop operators or future ones references to make proper business strategies.

並列關鍵字

Consumer Motivations ； Repurchase Intention ； Coffee Types ； Coffeehouse Chains ； Individual Coffee Shops

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