非連鎖咖啡館顧客商店印象與購買行為之研究

A Study on Customers' Store Image and Purchasing Behavior in Non-Chain Cafés

董益吾(I-Wu Tung,)；洪薇婷(Wei-Ting Hung,)；陳美燕(Mei-Yen Chen)

商店印象 ； 購買行為 ； 非連鎖咖啡館 ； store image ； purchasing behavior ； non-chain café

休憩管理研究

2卷1期（2015 / 04 / 01）

35 - 52

繁體中文

本研究目的在瞭解非連鎖咖啡館之顧客及其購買行為現況，並且分析顧客的商店印象對購買行為的預測力。於2012年2-3月期間針對臺北市非連鎖咖啡館20歲以上的顧客，採立意抽樣法，回收非連鎖咖啡館商店印象與購買行為調查問卷共計412份。以描述性統計、皮爾森積差相關分析、一般多元迴歸分析等方法進行資料的處理分析。本研究結果顯示：（1）臺北市非連鎖咖啡館的顧客主要是20-39歲、具大專校院以上學歷的學生和上班族。親友聚會、享受空間氣氛、品嚐咖啡飲品、閱讀書報是多數顧客的消費動機、購買的產品以飲料為主、且多會在店內久坐。（2）商店印象與購買意願呈正相關，並且顧客對商店的「設計效果」、「產品服務」、「環境氣氛」印象對購買意願有顯著解釋能力。當顧客對咖啡館中相關屬性評價越高時，其消費後就會有越高的購買意願。反應室內空間的設計塑造對臺北市非連鎖咖啡館的重要性。

The purpose of this study was to know the demographics and purchasing behaviors of non-chain cafés' customers and to learn if customers' store image is the significant indicator for purchasing intention. This study used ＂store image and purchasing behaviors questionnaire＂ as the tool, and aimed at non-chain cafés' customers above 20 years old, collecting 412 valid data by using purposive sampling from February to March, 2012. Descriptive statistics, Pearson correlation analysis, and multiple linear regression analysis were used to analyze the data, and the results were as following: 1. Customers in non-chain cafés in Taipei were mainly students or office workers between 20-29 years old, with education level above college. Most of them were to meet friends, enjoy the atmosphere or drinks, or read. Besides, they were used to ordering a cup of coffee or drink, and staying in the café for a while. 2. Store image is positively correlated with purchasing intention. Besides, ＂design effect＂, ＂products and services＂, and ＂surroundings and the atmosphere＂ aspects of image were significant predictors for purchasing intention. The greater customers evaluated the aspect-associated attribute, the higher purchasing intention they would come into after consuming.

1. Bao, Y. C.,Bao, Y. Q.,Sheng, S. B.(2011).Motivating purchase of private brands: effects of store image, product signatureness, and quality variation.Journal of Business Research,64,220-226.
2. Blackwell, R. D.,Miniard, P. W.,Engel, J. F.(2001).Consumer behavior.New York:The Dryden Press.
3. Boulding, K. E.(1956).The image.Ann Arbor:The University of Michigan.
4. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effects of price, brand, and store information on buyers’ product evaluations.Journal of Marketing research,28,307-319.
5. Fishbein, M.,Ajzen, I.(1975).Belief, Attitude, Intentions and Behavior: An Introduction to Theory and Research.Boston, MA:Addition-Wesley.
6. Grewal, D.,Krishnan, R.,Baker, J.,Borin, N.(1998).The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions.Journal of Retailing,74(3),331-352.
7. Hellier, P. K.,Geursen, G. M.,Carr, R. A.,Richard, J. A.(2003).Customer repurchase intention: A general structural equation model.European Journal of Marketing,1(37),1762-1800.
8. Hildebrandt, L.(1988).Store image and the prediction of performance in retailing.Journal of Business Research,17,91-100.
9. James, D. L.,Durand, R. M.,Dreves, R.(1976).The use of a multi-attribute attitude in a store image study.Journal of Retailing,52(2),23-32.
10. Liu, S. F.,Wang, W. C.,Chen, Y. H.(2009).Applying Store image and Consumer Behavior to window Display Analysis.The Journal of American Academy of Business,14(2),70-74.
11. Martineau, P.(1958).The personality of retail store.Harverd Business Review,36(1),47-55.
12. Morwitz, V. G.,Schmittlein, D.(1992).Using segmentation to improve sales forecasts based on purchase intent: which “intenders” actually buy.Journal of Marketing Research,29(4),391-402.
13. Schiffman, L.,Kanuk, L.(2007).Consumer behavior.Upper Saddle River, NJ:Pearson Prentice Hall.
14. Vahie, A.,Paswan, A.(2006).Private label brand image:Its relationship with store image and national brand.International Journal of Retail and Distribution Management,34(1),67-84.
15. Wu, C. S.,Yeh, Y. Y.,Hsiao, C. R.(2011).The effect of store image and service quality on brand image and purchase intention for private label brands.Australasian Marketing Journal,19,30-39.
16. Yang, Y. M.,Xia, C. Y.,Ma, X. H.(2010).Mechanism of impacts of store image dimensions on customer’s cross-buying intentions.2010 International Conference on Management Science & Engineering,Melbourne, Australia:
17. 王壬平,陽平安,江昱仁(2009)。商店印象、生活型態與消費者行為之研究：以誠品書店為例。2009 年第九屆觀光休閒技餐旅產業永續經營學術研討會，臺南縣:
18. 王宗琳(2003)。高雄市，國立中山大學。
19. 王怡雯(2010)。新竹市，國立交通大學。
20. 李子和(2011)。臺北市，國立臺灣師範大學。
21. 李俊憲(2005)。彰化縣，大葉大學。
22. 林育正,楊海鈺(2003).開家賺錢的咖啡店.臺北市:聯邦文化.
23. 林美君(2009)。臺南市，立德大學。
24. 洪薇婷(2011)。以策略分析的觀點探討探討臺北市個性咖啡館之經營現況。2011體育運動聯合年會暨學術研討會，臺北市:
25. 洪薇婷(2012)。從產業結構觀點檢視臺北市非連鎖咖啡館之經營策略內涵。2012國際運動賽會與產業經營學術研討會，金門縣:
26. 張翔一(2010)。一杯咖啡醞釀一頁臺北﹝電子版﹞。天下雜誌，444
27. 陳致瑋(2010)。彰化縣，大葉大學。
28. 陳榮方,張瑞芳,林皇文(2006)。連鎖商店印象與消費行為關係之研究－以高雄市為例。八十二週年校慶暨第三十三屆三軍官校基礎學術研討會，高雄市:
29. 黃佩雯(2009)。高雄市，國立高雄餐旅學院。
30. 黃美維(2006)。臺北市，國立臺灣師範大學。
31. 黃健和（編）(2010).臺北咖啡.臺北市:大臘出版股份有限公司.
32. 楊慕華(2003)。桃園縣，中原大學。
33. 葉景豪(2009)。分享臺北在你心中的價值─城市電影《第 36 個故事》搶先介紹。臺北畫刊，499，46-49。
34. 臺北市政府商業處（2011）。在咖啡館遇見臺北。臺北市政府商業處，臺北咖啡節網址 http://www.taipeicafe.org/00_home/home.php。
35. 臺灣連鎖暨加盟協會(2004).中華民國連鎖店發展年鑑.臺北市:臺灣連鎖暨加盟協會.

1. 俞昱至(2017)。探討高雄市複合式咖啡店顧客滿意度。義守大學管理碩博士班學位論文。2017。1-72。