專業能力、創業行為與創業成功關係之研究 以高雄市地區外帶式飲料店創業者為例

The Study of Professional Abilities, Behaviors and Successes of Beverage Industry Entrepreneurs in Kaohsiung City

林培鈞(Pei-Chun Lin)

指導教授 ： 陳文聰

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2008年)

https://doi.org/10.6825/NKUHT.2008.00009

摘要

今日想要以飲料店為其創業類別的人日漸增多，但有了相關的餐飲專業能力，或是用了對的創業方式與行為，創業就一定會成功嗎？本研究主要目的在了解飲料店創業者的專業能力、創業行為與創業成功三者之間的關係，並以創立三年或三年以上，且月營收在10萬以上之飲料店家為研究對象，抽取195個樣本。以高雄市地區符合研究對象資格之飲料店創業者為主，採用立意抽樣的方式抽取所需樣本，有效樣本回收率為85.2%。研究結果發現：
1.飲料店創業者專業能力中的「認知」層面對其創業成功有顯著影響。
2.飲料店創業者的創業行為對其創業成功與否有顯著影響。
3.飲料店創業者的專業能力、創業行為與創業成功，會因創業者的個人特質不同而有顯著差異。
本研究針對研究結果提出以下建議：
1.飲料店創業者可加強其本身對於飲料業專業能力之認知層面相關知識。
2.政府機關可針對創業相關資金 (如青年創業、政府輔導金)之提供方式與政策多加進行宣傳，讓更多年輕創業者能使用相關資源進行創業。
3.業者應使用「專一化」策略進行飲品銷售，而不再使用低價競價方式。
4.高雄地區飲料店創業者應把握「早期進入市場」之時機進行創業。
最後，將本研究之研究結果與建議，提供給相關的後續研究、未來想在餐飲業中進行創業的創業者、政府機關以及創業輔導機構作為參考。

關鍵字

飲料店 ； 創業者 ； 專業能力 ； 創業行為 ； 創業成功

並列摘要

In recent years, more and more people have been trying to create their own businesses, especially in the beverage industry. But the question is: Do the entrepreneurs in the industry need related professional abilities to succeed in this business? Do the entrepreneurs require the correct behaviors in order to achieve their goals? This study analyzed a selected number of beverage entrepreneurs in Kaohsiung city as the subjects of this research. The purpose of this study is to try to understand the correlation between professional abilities and their behaviors. Therefore, try to find out which professional abilities and behaviors lead entrepreneurs to success.
The findings indicate that: (1) The “cognition” part of the professional ability has remarkable effect upon success. (2) The behaviors of the entrepreneurs have significant effects on success. (3) The professional ability, behaviors and successes have significant difference in individual background of the entrepreneurs. According to the research findings above, this study revealed the following results and suggestions: (1) entrepreneurs of the beverage industry should enforce the interrelated knowledge of “cognition” part in professional abilities. (2) The government could focus on promoting policies which relate to entrepreneurships and provide more funding to help people who want to have their own businesses. (3) The beverage entrepreneurs should use the “concentrated” strategy to sale their products. (4) The beverage entrepreneurs in Kaohsiung need to enter the market during the “early period.”
In conclusion, these results and suggestions provide opportunity for further research, giving the people who would like to own beverage businesses in the future, government and enterprises alike, guidance associations as reference.

並列關鍵字

beverage ； entrepreneur ； professional abilities ； behaviors ； successes

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