臺灣咖啡飲用量逐年提升,至2007年起臺灣咖啡巿場正式進入「跨界競爭」的局面。有鑑於過去國內對咖啡飲品之品牌、通路及消費習性之研究較缺乏深入且實務應用的探討,因而本研究擬將目前國內咖啡飲品之相關研究加以擴大延伸,以咖啡飲品消費人口最多的大台北地區20歳以上的消費者為對象,依飲用頻率將其區分成重度、中度及輕度飲用者三群,探究其對咖啡飲品的消費行為、品牌及口味之差異。具體而言,本研究主要在探討不同飲用頻率的消費者其因個人特性、個人消費行為變數、個人消費行為重視因素程度的不同,在各咖啡飲品的類別、口味及品牌選擇上具有何種差異性。本研究共取得400份有效問卷。研究方法採用交叉分析以探討各自變數構面在咖啡飲品使用頻率上是否具有差異,並以因素分析探討影響飲用頻率之消費者行為重視因素。實證顯示,不同飲用頻率者對咖啡類別、品牌及口味的選擇均具差異性;且其消費行為在飲用對象、地點、情境、時段及消費金額上亦有不同。此外,人口統計變項中,性別、年齡、學歷、職業、婚姻狀況及所得亦會影響不同飲用頻率者在產品類別選擇上之差異。本研究除有助於各類別咖啡業者在推廣咖啡飲品時行銷組合決策的參考,並對消費頻率、消費者行為理論、巿場區隔理論及消費決策因素等理論,具貢獻性。
The coffee consumption is growing yearly, and has become cross-industry competition since 2007. Instead of research on brand, distribution and marketing factors to coffee consumption, this paper further discusses frequency of coffee consumption from factors of consumption behavior and product attributes. Empirical study focuses on the students and white-collars over 20 years old in Taipei. We divided frequency of coffee consumption into heavy-, mid- and mild-coffee drinkers. We also study the relationships among personal characteristics, consumption behavior and decision process to product and brand selection. Based on 400 samples, we found frequency of coffee consumption is associated with category, brand, place, atmosphere and expenditure amount. Besides, sex, age, occupation and income also vary among different frequency through cross analysis. We also extracted factors affecting consumption frequency by factor analysis. Our research is helpful for coffee sellers to make appropriate marketing strategy and contributes on consumption behavior theory, marketing segmentation theory and consumer decision-making theory.