以慣性行為對消費者在咖啡再購行為之研究

The Consumer Repurchase Behavior of Coffee : Habit as the Moderator

蔡宏懿(Hung-Yi Tsai)

指導教授 ： 蘇文斌

亞洲大學/管理學院/國際企業學系碩士班/碩士(2010年)

摘要

從近幾年的統計資料顯示出國內喝咖啡的人口數逐年上漲，越來越多人把咖啡當成了生活必需品，隨著咖啡消費行為的增加，消費者在選擇咖啡管道上會較為注重便利性、咖啡價格、服務品質、產品品質或是慣性行為進行再購。而當消費咖啡次數慢慢增加，經驗逐漸累積後，消費者的消費行為會變成一種慣性，而此慣性行為會在便利性、咖啡價格、服務品質、產品品質與再購行為間會造成何種程度上的影響。 本研究將咖啡消費管道區分為三種，分別為便利商店式管道、帄價式管道與高價位管道，其共通性皆為連鎖店經營模式，探討在此三種消費管道下進行購買的消費者，何種因素導致他們會產生再購行為，另一方面，慣性行為會加強消費者的再購行為，或是讓他們不願意再對同一消費管道持續進行購買。

關鍵字

咖啡 ； 便利性 ； 價格 ； 服務品質 ； 產品品質 ； 慣性行為 ； 再購行為

並列摘要

Researches in recent years show that the number of domestic coffee drinkers increases year by year, and more and more people regard coffee as a necessity in daily life. With the increase in coffee consumption behavior, consumers would put more emphasis on convenience, price, service quality, product quality, or habit while choosing different channels for repurchasing coffee. When the number of coffee consumption and the gradual accumulation of experience in drinking coffee increase, consumers would cultivate the habitual coffee consumption. And we are interested in observing the impact of habit on the relation between the consumer repurchase behavior of coffee and other factors like convenience, price, service quality, and product quality. In this study, the coffee-consuming channels are separated into convenience store channel, parity channel, and high-price channel which have something in common that they are under the chain store business model. And our study examines the factors influencing the repurchase behavior of the coffee consumer under the three types of channels for coffee consuming. The empirical analysis demonstrates that habit strikingly increases the consumer repurchase behavior of coffee.

並列關鍵字

coffee ； convenience ； price ； service quality ； product quality ； habit ； repurchasing

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