服務態度與品牌形象對消費者購買意願影響之研究-以大台北地區連鎖咖啡店為例

Study the Influence of service attitude and brand image on consumer purchase internation - An Empirical Study of Coffee Industy

陳威全(Wei-Cyuan Chen)

指導教授 ： 李正綱

共同指導教授 ： 朱松偉(Song-Wei Chu)

健行科技大學/商學院/國際企業管理研究所/碩士(2010年)

摘要

台灣咖啡店成長速度驚人，1998年全球咖啡連鎖店龍頭STARBUCKS登台時，台灣連鎖咖啡店總店數不過是320餘家，但經過短短幾年的發展，根據 『台灣連鎖暨加盟協會』，普查資料顯示 2009年全台灣大大小小連鎖咖啡店總店速，已經超過1,500家。如果再加上其他遍佈各地的個人咖啡室，保守估計也超過了2,000家。2008年臺灣連鎖店業種數為196種，比前年成長20﹪，總部家數高達999家，總店數達到56,677家比前年增加11,899家，增加率高達27%。服務態度與品牌形象對購買意願影響之研究的關係，在眾多連鎖咖啡店中消費者都會重視該咖啡店中的服務態度與品牌形象這兩者之間如果做得好，消費者才有可能會購買該咖啡店所販售的咖啡及各項產品。
因此，本研究以『服務態度與品牌形象對消費者購買意願影響』進行研究，以連鎖咖啡店之消費者為主要研究對象，針對10家大型咖啡連鎖店，共發出500份問卷，總共回收450份扣除無效問卷100份則有效問卷為350份，回收率為70%，並運用描述性統計、信度分析、多元迴歸分析、皮爾森相關分析、等統計方法加以分析。研究結果顯示，服務態度與品牌形象對消費者購買意願之間關係呈顯著正相關，即表示消費者對連鎖咖啡店人員之服務態度及品牌形象感到滿意，則能增加其購買意願。

關鍵字

服務態度 ； 品牌形象 ； 消費者購買意願

並列摘要

Taiwan in 1998 Coffee growing at an alarming rate, the leading global coffee chain STARBUCKS stage, Taiwan's main store chain of coffee shops, but the number is more than 320, but after a few years of development, In accordance with the Taiwan Society of chain and the alliance, census data Display Taiwan 2009, large and small coffee shop chain speed main store has more than 1,500. If combined with other individuals around all over the cafe, a conservative estimate, more than 2,000. Chain industry in Taiwan in 2008 to 196 kinds of species, growth of 20% over the previous year, up to 999 Number of Headquarters, head office number to reach 56,677 homes the previous year 11,899 homes, representing an increase as high as 27%. Attitude and brand image study on the purchase intention relationship, in many chain coffee shops in the cafes of the consumer will attach importance to the attitude and brand image between the two, if done well, consumers will be possible sold by the cafe to buy coffee and various products.
This research carries on a research by" Study the Influence of Service attitude and Brand image on consumer Purchase internation - An Empirical Study of Coffee Industy ,by the 10 major coffee chain, issued a total of 500 questionnaires, a total of 450 questionnaires were invalid and 100 valid questionnaires were 350, recovery was 70%, and the use of descriptive statistics, reliability analysis, multiple regression analysis, Pierre Sen-correlation analysis, other statistical methods for analysis. The results show that attitude and brand image of the relationship between the consumer purchase intention was significant positive correlation means that consumers coffee chain personnel attitude and brand image are satisfied, then to increase their purchase intention.

並列關鍵字

Service attitude ； Brand image ； Purchase internation

參考文獻

中文：

1.Brown 咖啡館 http://www.mrbrown.com.tw/

2.Sturbucks 咖啡館 http://www.starbucks.com.tw/home/index.jspx

3.Dante 咖啡館 http://www.dante.com.tw/

4.Kohikan 咖啡館 http://www.kohikan.com/