以大數據分析便利商店咖啡寄杯策略 對消費行為之影響：以台北市為例

本研究從某電子發票APP中獲取某一時間區段，曾經於台北市便利商店消費過的消費者722,018人，消費資訊29,433,486筆，消費明細67,901,725筆，以大量實際的消費大數據進行分析研究消費者行為，從真實的數據面呈現「咖啡寄杯」服務對消費者及對業者的影響。本研究從平均單次消費金額、平均月消費金額、平均月消費次數及客戶通路忠誠度四個面向的消費者行為，探討（1）購買「咖啡寄杯」的消費者組成結構；（2）購買「咖啡寄杯」的消費者的消費行為變化；（3）「咖啡寄杯」影響消費者對通路忠誠的變化；（4）「咖啡寄杯」策略對便利商營運的影響。

關鍵字

便利商店；實際消費數據；大數據；咖啡寄杯；消費者行為

並列摘要

This study obtained 722,018 consumers who had spent in a convenience store in Taipei City in a certain time period from an electronic invoice APP, 29,433,486 pieces of consumption information, and 67,901,725 pieces of consumption details. Analyze and study consumer behavior with a large amount of actual consumption big data. From the real data, it presents the impact of the " Coffee Bulk Sales " service on consumers and business operators. In this study, the consumer behaviors of the four aspects of the average single consumption amount, the average monthly consumption amount, the average monthly consumption times and the loyalty of the customer channel are analyzed. Discuss (1) the structure of consumers who buy "Coffee Bulk Sales"; (2) the changes in consumer behavior of consumers who buy "Coffee Bulk Sales"; (3) the influence of "Coffee Bulk Sales" on changes in consumers' channel loyalty; (4) The impact of the "Coffee Bulk Sales" strategy on the operation of convenience stores.