本研究主要目的是想瞭解消費者對於「星巴克」及「85度C」連鎖咖啡店品牌個性的認知、瞭解品牌個性、品牌信任對消費者購買意願的影響,同時想瞭解品牌信任對品牌個性與購買意願間是否具有干擾的效果。本研究是以台北縣市18歲以上的消費者為研究對象,針對「星巴克」及「85度C」兩家連鎖咖啡店進行實證研究,採用滾雪球抽樣法。本研究共計發出600份問卷,回收492份,回收率為82%,刪除無效問卷後,回收之有效問卷數總計為449份,有效回收率為75%。以描述性統計法瞭解樣本的結構,因素分析法、相關分析法瞭解品牌個性、品牌信任及購買意願各構面之信效度及相關性,並以層級迴歸法分析品牌個性、品牌信任對購買意願的影響。研究結果發現,消費者對兩家連鎖咖啡店的品牌個性認知不同;品牌個性、品牌信任對購買意願具有顯著影響效果,然而品牌信任對品牌個性與購買意願間不具顯著的干擾效果。文章最後提出具體結論與建議,以提供業者在規劃品牌策略時參考之方向。
The major purpose of this study is to understand the influence of brand personality and brand trust on consumer purchase intention about Starbucks and 85ºC. Using a snowball sampling technique, a total of 600 questionnaires were distributed in Taipei City and County, which resulted in 449 valid surveys giving a response rate of 75%. First, the respondents were profiled. Factor analysis was conducted to examine the dimensions of brand personality and brand trust. Furthermore, hierarchical multiple regression analysis was used to examine the influence of brand personality and brand trust on consumer purchase intention. According to the results, these two chain coffee shops consist of different brand personalities. Brand personality and brand trust have significant impacts on purchase intention. However, brand trust did not moderate the effects of brand personality on consumer purchase intention. Finally, this study provides specific suggestions for hospitality practitioners developing branding and business strategies.
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