在台灣的發展趨勢巧克力專飲店

The development of the Chocolate café in Taiwan

李翊嘉(I-Chia Lee)

指導教授 ： 湯明哲

國立臺灣大學/管理學院/國際企業學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.02101

摘要

巧克力專飲店在台灣的發展趨勢
本研究著重於調查巧克力專飲店在台灣的發展趨勢。由於現存文獻中，大多著手於服務實景和顧客滿意度調查，而非相關產業的研究，因此，著重於此產業的研究將對後續研究者或是經營者有相當的助益。本研究經過147份問卷，並且使用相關分析、 t 檢定和線性單變數模型來導出所得彈性，結果發現，由於巧克力是奢侈品，因此深受景氣和所得彈性影響。本研究也同時發現，另一個影響巧克力消費習慣的是文化，但文化是可以由行銷活動引導的。本研究認為調查消費者的意見如同開店位置的賽局理論一般，對於經營者來說，都是相當有益的資料。

關鍵字

巧克力專飲店

並列摘要

This study investigates the new trend in chocolate cafes appearing in Taiwan. The existing literature does not look at a certain service industry but rather the servicescape or customer satisfaction, so an investigation on the downstream’s effect on the upstream chocolate industry may be of use to both industry insiders as well as the chocolate café owners. Results showed that the chocolate café is a cyclical product and as a luxury food item, chocolate consumption is affected by income elasticity. This research was based on a questionnaire survey with 147 surveys completed. Correlation analysis, t-test, and general linear model univariate analysis were used to determine the proxy for income elasticity’s relationship to other variables. Another factor that affects chocolate consumption is culture, but culture can be changed with marketing initiatives by the industry. Using the survey participants’ responses as well as location strategies, recommendations can also be offered to the chocolate café owners.

並列關鍵字

Chocolate

參考文獻

Penny Stafford, DBA Belvi Coffee and Tea Exchange, Inc. v. Starbucks Corp. No. CV06-1382JCC. Seattle Clerk US District Court Western Dist. of Washington. 25 Sept. 2006.

Works Cited

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Campbell Soup Company. Annual Report. Camden, NJ, 2003.

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