消費意願、情境因素與體驗行銷之研究－以台中縣景觀咖啡屋為例

The Influence of Consume Scenario and Experiential Marketing on Consumers-A Case Study of Café in Taichung

林孟璋(Meng-Jang Lin) ； 楊培珍(Pei-Chen Yang) ； 唐惠民(Hui-Min Tang) ； 黃孟樵(Meng-Chiao Hunag)

《興國學報》 7期 (2007/01) Pp. 233-249

https://doi.org/10.29950/JHKUM.200701.0015

摘要

咖啡屋不僅是喝咖啡，觀賞咖啡屋的景觀也是很重要的消費目的，換句話說，景觀咖啡屋內的景觀所營造出來的氣氛也是被消費的對象。本研究得知消費者選擇景觀咖啡屋之消費情境因素，可分為整體氣氛、裝潢服務、品牌形象、環境空間、價位反應五個因素。研究結果顯示消費行為多在下午茶時間來店消費，時間以2~3小時為主，消費者多為與朋友或同學來消費套餐，消費管道多為同事、親友介紹，每月消費次數則以1次為最多，原因以景觀宜人居多。情境因素－性別對整體氣氛、年齡對價格反應、職業對價格反應、月收入對價格反應有顯著差異。體驗－職業對感官體驗、教育程度對思考體驗、教育程度對行動體驗、年齡對關聯體驗、教育程度對關聯體驗有顯著差異。

關鍵字

氣氛價位 ； 裝潢服務 ； 品牌形象 ； 環境空間 ； 價位反應

並列摘要

This study induced the situation factors of consuming which influence consumers, including total ambiance, decorations, brands, surroundings and price. Consumers often dine in the tea time for 2-3 hours with friends or classmates. Most of them are introduced to the café by classmates and parents. They usually visit the café once a month due to the scene. The study shows there are significant difference in the aspect of situations factors of consumers between sex factors and total ambiance, jobs and price, incomes and price. Also, there are significant difference in the aspect of experiential marketing between jobs and sensing, education levels and thinking, education levels and action, age and relations, education levels and relations.

並列關鍵字

ambiance ； decoration ； brand ； surrounding ； price

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