伴隨著經濟成長與飲食習慣的改變,喝咖啡已成為國人飲食文化中重要的一環,上咖啡店也逐漸成為生活社交的一部分。對現代的消費者而言,在餐飲服務產業中,「咖啡連鎖店」為目前最普及的交際場合。因此,了解消費者認知,投其所好及使其重視咖啡連鎖店服務的品質,促使其再次消費的意願,也就成競爭中如何佔有一席之地的關鍵。 本研究針對台北市之咖啡連鎖店消費者進行問卷調查,共發放500份於5間咖啡連鎖店,回收有效問卷共計164份。經其回收後,針對問卷資料進行敘述統計分析、差異分析(t-test、單因子變異數分析及Scheffe多重事後比較分析)、多元迴歸分析及線性結構模式分析,以驗證本研究所提之假設。 本研究結果發現: 1.咖啡連鎖店之服務品質對其消費者之認知價值有顯著影響,獲得部分成立。 2.咖啡連鎖店之服務品質對其消費者之再消費意願有顯著影響。 3.消費者認知價值對其再消費意願有顯著影響。 4.不同人口統計變項對咖啡連鎖店服務品質、認知價值及再消費意願上達顯著差異影響,獲部分成立。 5.整體關係模式具有極佳的配適程度。 最後就針對本研究之結論與管理意涵作深入探討,並提出具體之研究貢獻及建議以供參酌。
Accompany with the change of economic growth and food habit, drinking the coffee has already become the people food culture in important of one wreath, ascend cafe to also become a part of the living social intercourse gradually.To the consumer of modern, in the dining service industry, "coffee chain store" is the most universal social intercourse situation currently.Therefore understand consumer cognition, throw it like and make it value the service quality of the coffee chain store, urge the will that it consumes again, also become a competition in how occupy the key of a place. This research carries on a questionnaire to the coffee chain store consumer of Taipei City, issuing 500 totally in 5 coffee chain stores, recovering a valid questionnaire to add up to 164.After it recovering carry on description to statistics analysis to questionnaire data, difference analysis(t-test, One-way ANOVA and Scheffe multiple comparison Test), the multiple regression analysis and Linear structural relation analysis to identify the assumption that this research supposes. The conclusions of this research are: 1.The hypothesis that the service quality of coffee chain store have significant effect on its consumer perceived value is partially supported. 2.The hypothesis that the service quality of coffee chain store have significant effect on its consumer repurchase intention. 3.The hypothesis that the consumer perceived value have significant effect on its consumer Repurchase intention. 4.The hypothesis that there are outstanding difference of customer characteristics on the service quality of coffee chain store,perceived value and repurchase intention is partially supported.