2019年中華民國經濟部統計處產業經濟統計簡訊中指出,飲料店營業額已經連續14年呈現正成長,而咖啡館就佔了其中的15.1%。透過咖啡館的營業家數與銷售額成長可以發現,國人對於咖啡飲用的需求明顯大幅增加。根據經濟部青年創業及啟動金貸款成果表顯示,2021年3月達到青年創業貸款人數新高,由此可見,青年創業已成為臺灣青年就業選擇之一,而咖啡館創業更在台灣青年十大創業首選名單之內。咖啡也成為臺灣人日常的飲料之一,不只隨處可見各式連鎖咖啡品牌,超商也來分食這塊大餅,然而除了這些連鎖咖啡店之外,還是有許多獨立咖啡店也遍布臺灣,故本研究擬透過個案研究法研究臺灣獨立咖啡館之創業歷程,並從而了解臺灣獨立咖啡館創業者在創業過程中內心的轉折,探討此一創業行為對於創業者來說是否為自我實現的過程。 本研究以劉美蓉 (2005) 研究創業歷程之基礎,將創業歷程分為以下三部分:「創業初期」、「創業中」以及「未來願景」作為架構進行分析和探討。透過四組個案建構出屬於臺灣獨立咖啡館之創業歷程,創業初期包括籌備期以及調整期兩個階段;創業中則是包括正式開業後的成長期、停滯期、上升期及穩定期等四個階段,而依據創業者不同的創業初衷及目標更將會有不同的發展方向。對於創業者而言,創業是一個不斷面對困境的過程,創業者必須透過經營策略的擬定及執行,進而達到解決困境之目的。本研究認為「決定創業」的當下即為展開自我實現的開始,創業者會面臨壓力,但也會從中獲得成就感和滿足感,對於此一勇敢的決定,不論成果是成是敗,過程中勢必讓創業者有所成長,並創造屬於自己獨一無二的記憶。
In 2019, the Statistics Department of the Ministry of Economic Affairs of the Republic of China pointed out that the turnover of beverage stores has shown positive growth for 14 consecutive years, and coffee shops accounted for 15.1% of them. According to the number of coffee shops and sales growth, it can be found that Taiwanese demand for coffee drinking has increased significantly. Youth entrepreneurship has become one of Taiwan’s youth employment options, and cafe entrepreneurship is among the top ten entrepreneurial choices for Taiwan’s youth. Coffee has also become one of the daily beverages of Taiwanese. However, in addition to these chain coffee shops, there are still many independent coffee shops all over Taiwan. Therefore, the case study method is used to study the entrepreneurial history of independent cafes in Taiwan, and to understand the inner turning point of entrepreneurs, and to explore whether this behavior is self-actualization for entrepreneurs.