咖啡飲用度及產品涉入程度對咖啡沖煮形式偏好之影響

現今社會當中，咖啡是許多人不可或缺的飲品之一，從1985年孫越的咖啡廣告「好咖啡要與好朋友分享」代表著過去咖啡仍不普及，且價格昂貴，大多用在家中招待好友來訪時才會喝上一杯咖啡，到2009年桂綸鎂所廣告「再忙也要陪你喝一杯咖啡」意味著現今社會人手一杯咖啡成為了相當稀鬆平常的事情。根據2015年海關統計，台灣一年咖啡商機高達新台幣700億，改變以往拿鐵為主的習慣，黑咖啡市場有跳耀的成長，台灣在2015年約喝了28.5億杯咖啡，大約等於一天要喝掉78萬杯咖啡，市場相當驚人。過去已有許多研究針對咖啡飲用程度及咖啡涉入程度，往往都是針對咖啡店的商店屬性及商店印象之研究，顯少有研究是針對不同咖啡沖煮形式偏好的研究，有鑑於此本研究針對咖啡沖煮形式偏好分為「濾紙式手沖咖啡」、「虹吸式咖啡」、「以義式濃縮咖啡咖啡為底」等三種不同沖煮形式來探討與咖啡飲用程度及咖啡涉入程度之影響。本研究結果指出，咖啡涉入程度中的「咖啡吸引力」、「咖啡品質」、「誤購風險」對三種沖煮形式皆有顯著影響，其中「實體因素」僅對「義式濃縮咖啡為底」的沖煮形式偏好有顯著影響，即表示在選擇「義式濃縮咖啡為底」的消費者，會特別注重其咖啡店的「實體因素」本研究進一步發現，針對人口統計變數中的「年齡」、「職業」、「收入」作為干擾變數來分析對咖啡涉入程度與咖啡沖煮形式偏好之影響，研究結果發現「收入」在「義式濃縮咖啡為底」沖煮形式偏好的干擾項達顯著影響；「年齡」在「虹吸式咖啡」及「義式濃縮咖啡為底」沖煮形式偏好的干擾項達顯著影響。根據上述結果，本研究建議當前經營管理者若欲拓展咖啡廳應著重於方便性，並且營造咖啡沖煮的香味及氣氛；想欲經營以義式濃縮咖啡為底專賣的咖啡廳，可以落實「實體因素」的加強，包含店內的裝潢、空間舒適度、氣氛等等。

關鍵字

咖啡涉入程度；咖啡飲用度；消費者行為

並列摘要

Drinking coffee is essential to many people nowadays. In 1985, 孫越’s advertisement for coffee said, “Share coffee with your good friends.” Which indicated that coffee was expensive and not prevalent at that time, therefore, people only had a cup of coffee when friends visit. “I’m always free to get some coffee with you” was said in 桂綸鎂’s advertisement in 2009. Which means that drinking coffee has become a daily routine for many people these days. According to a report by Taiwan Custom in 2015, the profit could reach 70 billion Taiwanese dollars in the coffee industry. Furthermore, more and more people are drinking black coffee instead of latte. It is surprising that 2,850,000,000 cups of coffee were consumed in 2015, which is equivalent to 78 million per day. Researches about coffee addiction, coffee knowledge, café attributes and café images were often carried out in the past; however, coffee making preferences were seldom analyzed. The focus of this research is on coffee making preferences, which is categorized into filter coffee, syphon coffee, and expresso; and to examine how coffee addiction and coffee knowledge affect these three different coffee making processes. This research shows that in coffee knowledge, ‘coffee attraction’, ‘coffee quality’ and ‘Risk Importance’ all have significant influences on coffee making. Moreover, substantial factors impacts only on expresso making process. In other word, consumers who drinks expresso would pay more attention to the substantial factors of cafés. A further research used ‘age’, ‘occupation’, and ‘income’ as inference variables to analyze how would they impact coffee addiction, coffee knowledge, and coffee making process. It is discovered that ‘income’ impacts considerably on expresso coffee making process. In addition, ‘age’ has a significant influence on filter coffee and syphon coffee making process. According to the research results, if cafés try to expand their business, managers are recommended to focus on convenience and the café atmosphere. As the café specializes in expresso, substantial factors is needed to be considered; which includes the interior design, space partition, atmosphere and so on.

並列關鍵字

Coffee Involvement ； Coffee Addiction ； Consumer Behaviour

參考文獻

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咖啡飲用度及產品涉入程度對咖啡沖煮形式偏好之影響

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