| 摘要: | 本研究旨在探討不同個人背景變項、「情境因素」及「消費行為」之現況，及其分別與「情境因素」、「消費行為」上的差異情形；另探討咖啡消費者分別與「情境因素」及「消費行為」之相關性。
本研究係採用「調查法」進行資料的收集，並以「立意取樣」之抽樣方式，選取於臺北市中山區之18歲以上飲用咖啡之消費者為調查對象，預計正式抽樣400份，實得有效樣本為400 份，有效回收率100％。所使用之研究工具，包括：「個人背景資料調查表」、「情境因素量表」、「消費行為問卷」。施測所得資料以統計套裝軟體 SPSS for Windows 20.0 進行結果分析，分別以敘述統計、t檢定、單因子變異數分析、雪費事後比較法、皮爾森積差相關、卡方檢定。研究結果如下：
1.不同「年齡」之消費者在「情境因素」上，以「36~40歲」顯著高於，「20歲以下」者，意即消費者之「整體情境因素」會因「年齡」之不同而有顯著差異存在。
2.不同「職業」之消費者在「服務因素」上，以「服務業」顯著高於，「學生」，意即消費者之「服務因素」會因「職業」之不同而有顯著差異存在。
3.消費者，以「外向性」者購買為最高，「神經質」者則最低，都會購買其他餐點以「謹慎性」者為最高，「神經質」者為最低，兩者皆有差異存在。
4.消費者之「再次消費」意願與「整體情境因素」、「服務因素」和「氣氛因素」皆達顯著相關，表示再次消費意願愈高，對情境因素重視程度上愈高。
The main purpose of this study is to understand the influence of different personal background and coffee shop, situation on the consumer behavior in coffee chain store Taipei area.
After investigation findings after carrying on statistical analysis from 400 effective questionnaires discovered that in Taipei the primary coffee chain store demography falls over the age of 18-35 year-old consumers.
The research tools were used including: personal background questionnaire, situational factors scale, consumer behavior questionnaire. Survey datas were analyzed by statistical software package spss for Windows 20.0.
The methods of analyses were iucluding descriptive statistics, t test, one-way anova,sheffes afterwards comparison, and pearson
correlation analysis the results are as follows:
1.The ages consumers of 36 to 40 was found significant higher effected by overall situational factors than 20 years old consumers.
2.In general, the persons who are in the job area of service like the most to have coffee at coffee shop.
3. Regarding the occasional purchase of coffee the one with extraversion personality will purchase more than the neurotic who are the lowest. concerning the other meals, prudence group was shown the highest in the mean time the group of neurotic was lowest.
4.The significant correlation of reconmption with overall situational . service and climate factors are indicating consumer higher willingness because of situational factors. |
