以大數據分析便利商店咖啡購買行為之研究

台灣咖啡市場廣大，人手一杯咖啡，便利超商也加入現煮的平價咖啡大戰，我國四大連鎖便利商店紛紛推出手調系列以搶奪市場上的黑金商機，而連鎖便利商店營業據點多、市場範圍廣大，所推出的咖啡深受消費者喜愛，然其原因是便利性高、價格平價，且口味也十分多元；消費者的實際購買反應可以顯示出偏好，而顯示出來的結果通常會比他們提供的市場研究報告更具有可信度，因此本研究採用財政部所提供的電子發票資料進行研究，將有別於過去的研究方法，以真實的資料來驗證驗證、了解消費者的實際購買行為，並且驗證網路聲量、天氣、地理區域與時間是否會改變消費者的購買行為以及透過合購商品了解消費者偏好。

關鍵字

大數據；購買行為；電子發票；便利商店；口碑

並列摘要

Coffee has vast market in Taiwan, almost everyone drinks coffee. Convenient stores also joined the parity brewed coffee’s sell, and launched a series of hand-drinks to seize business opportunity. Convenient stores have more retail stronghold and large market scope, thence their brewed coffee is always popular between consumers, and the reason is highly convenient, parity and many flavors. Consumer’s actual purchasing behavior can show preferences, and this result usually more reliable than marketing research report. Therefore this study using electronic invoice from ministry of finance as research data, unlike other past research method, this study using reality data to verify consumer’s purchasing behavior, testify electronic word-of-mouth, weather, region and time will change consumer’s purchasing behavior or not, using combined purchase of goods to know consumer preferences.

並列關鍵字

Big data ； Purchasing behavior ； Electronic invoice ； Convenient store ； Word-of-mouth

參考文獻

蔡仁豪. (2009). 平價現煮咖啡消費者行為之研究. 中原大學. Retrieved from http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=XXCQx9/record?r1=7&h1=2

謝邦昌, & 陳文慧. (2014). 海量資料時代發展與未來應用趨勢之研究. Journal of Data Analysis, 9(6), 133–143.

黎萬益. (2008). 電子發票促進企業經營效率. 研考雙月刊, 32(1), 77–86.

Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research (JMR), 4(3), 291–295.

Du, D., Li, A., & Zhang, L. (2014). Survey on the Applications of Big Data in Chinese Real Estate Enterprise. Procedia Computer Science, 30, 24–33. http://doi.org/10.1016/j.procs.2014.05.377

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以大數據分析便利商店咖啡購買行為之研究

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