隨著美學文化的落地生根,台灣市場上有許多充滿都會感、現代感或增添文藝設計的個性化咖啡店,但在台南卻有著不同的風貌呈現,老屋咖啡店是近年來才出現的名詞,所謂老屋咖啡店,即是經營者保留從前老房子的外在建築,將室內空間重新裝潢並從事咖啡販售之商業行為。本研究目的為探討老屋咖啡店的商店印象對顧客價值的影響效果,以台南市老屋咖啡店的消費者為研究對象,研究方法採結構式問卷,透過便利抽樣與滾雪球抽樣法,於2012年3月1日至4月30日進行問卷調查,共獲得271份有效問卷進行分析研究。 研究結果顯示老屋咖啡店商店印象可萃取成四個因素構面,包含「產品」、「服務」、「空間設計」與「環境氣氛」。透過迴歸分析檢測商店印象對顧客價值之間的關係,所得結果各個因素構面與顧客價值皆有顯著的正向相關,並以服務因素的路徑係數為最高。另外,探討不同人口統計變數在顧客價值上是否有顯著的差異,結果顯示婚姻關係對顧客價值有顯著性的差異,以未婚者的顧客價值高於已婚者的顧客價值。最後,本研究結論與建議可供相同城市文化或相同市場定位的個性化咖啡店做為經營管理之參考。
While fashion and arts has become a trend, there are a lot of specialized cafes with metropolitan and modern ingredients in their designs. However, there’s a different feature in Tainan. Old-style cafe is a brand new term in recent years. Owner keeps the outside features of an ancient house and remodels inside rooms. And coffee becomes a main product on the menu. This kind of business is called old-style cafe. The objective of this research is to discuss the effects of cafe images to customer value. The target will be old-style cafes in Tainan. Structured questionnaire is used as research method with analyzing in convenience sampling and snowball sampling. During the period of March 1st to April 30th, 271 effective questionnaires are obtained for the research. First, the result of this analysis shows that old-fashion cafes image can be specified in four main characters including products, service, designs and atmosphere. Through regression model to analyze the relationship between the cafe image and customer value, the outcome indicates that the above four characters pose obvious positive effects. In addition, service keeps the highest positive relationship. Second, the analysis of the relationship between vital statistics and customer value shows that marriage status plays an important role. Single customers have a higher positive value then married. To sum up, the results and proposals of this research can be the managerial reference to the cafes with similar city culture or same market position.