消費者以五感體驗對行為意圖之影響-以精品咖啡為例

The Effects of Consumer's Five Senses and Experiential Process on Behavioral Intentions - Using the Specialty Coffee as an Example

蘇晉寬(Chin-Kuan Su)

指導教授 ： 周素娥

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2017年)

摘要

本研究探討消費者透過五感進行情緒、體驗流程、體驗價值，最後影響消費行為，分析出精品咖啡市場狀況，提供咖啡店家行銷面向之參考，希望讓消費者認同精品咖啡。研究範圍是以臺灣咖啡展與店家顧客為研究對象，樣本採取隨機問卷方式，共取得288份有效問卷，並以SPSS統計軟體進行統計資料分析，將其結果、意義加以闡釋，利用迴歸分析法驗證五感認知、消費者情緒、體驗流程、體驗價值與行為意圖之間的關係。研究發現良好的五感會影響消費者情緒、體驗流程認知，但要影響再購意願與推薦意向等行為意圖，仍須提高消費者體驗的正面價值，應該努力創造消費者投資報酬、趣味性，讓消費者思考精品咖啡比一般商業咖啡的價值較高。描述性統計分析出，五感營造以味覺平均分數較高，代表咖啡口感會吸引消費者關注。

關鍵字

五感認知 ； 消費者情緒 ； 體驗流程 ； 體驗價值 ； 行為意圖

並列摘要

This study explores the relationships among consumer's feelings, experiential process and experiential value through five senses, and finally tries to find out how those dimensions affects consumers' assumption behavior. The research focused on the Specialty Coffee market in order to provide some strategic marketing references for the coffee shops and also to share the fine coffee with more consumers.

A total of 288 effective questionnaires were obtained. SPSS statistical software was used to analyze the statistical data, and the results and significance were explained. The relationship between the five senses, consumer sentiment, experiential process, experiential value and behavioral intention was verified by regression analysis.

The study finds that five senses affect consumers' emotions, experiential and value perception, but to influence the intentions of repurchase and recommendation, it is necessary to improve the positive value of the consumer experience and should strive to create consumer investment remuneration and interesting.

So that consumers may think Specialty Coffee has higher value than commercial coffee. The result after shows that taste is the most important among those five senses.

並列關鍵字

Five Senses ； Consumer Sentiment ； Experiential process ； Experiential Value ； Behavioral Intention

參考文獻

林陽助、林秀貞&李宜致 (2007) 體驗行銷、顧客滿意度與顧客忠誠度關係之研究-以大台北地區連鎖咖啡店為例. 顧客滿意學刊, 3(2), 57-94。

楊琬琪 (2009) 台灣咖啡節體驗價值模式建立與複核效化評鑑之研究，International Journal of LISREL，2(2)，55-68。

邱若芷 (2013) 咖啡體驗經濟經營供需面的關聯性影響，美和學報，32(1)，177-210。

林俗吟 (2013) 咖啡視覺藝術感性意象，感性語彙與人口變項關係探討，臺中科技大學商業設計系碩士班學位論文。

林俗吟&連德仁 (2013) 咖啡拉花之感性因子, 感性語彙與人口變項關係探討，臺中教育大學學報：人文藝術類, 27(2), 43-62。