| 摘要: | 台灣的公平貿易咖啡店已成為發展的文化現象與新趨勢，而對於服務業而言，顧客的正向情緒表達，影響著顧客的消費意願及咖啡店的營運發展甚鉅。因此透過顧客正向情緒為中介變數來檢視關係品質與場所依附之關係，進而瞭解公平貿易咖啡店的顧客在感受較多的關係品質及場所依附之影響時，是否會建立雙方維持較長久的關係，並成為公平貿易咖啡店忠誠顧客而持續蒞臨消費，係本研究主要探討的議題。本研究主要目的:1.檢視關係品質與場所依附之關係模式。2.以顧客正向情緒為中介變數，檢視關係品質與場所依附之關係。並以「公平貿易咖啡店」消費的顧客為研究對象進行420份問卷調查，回收389份(92.6%)有效問卷。透過敘述性統計分析、因素分析、信度分析、相關分析與迴歸分析等檢定與分析。研究結果發現:1.關係品質與場所認同呈正向關係；關係品質與場所依賴呈正向關係；關係品質與社會連結為呈正向關係。2.關係品質與顧客正向情緒呈正向關係。3.顧客正向情緒對關係品質與場所依附，具有中介效果；關係品質透過顧客正向情緒的中介效果，增強顧客場所認同、場所依賴、社會連結。
Nowadays, coffee market in Taiwan has become a cultural phenomenon and even a growing commercial trend leading fair trade coffee shop into new development. For service industry, the expression of customer positive emotions always deeply influences consuming intention of customers and operation of coffee shops. Therefore, whether both sides can sustain longer relationships and customers can become loyal consumers of fair trade coffee shops, while utilizing customer positive emotions as a mediator to examine the relationship between relationship quality and place attachment, and further realizing customer’s perception of being subject to more influences on such a relationship, is a major issue that the study hopes to explore.
This study aims at examining the relationship model of relationship quality to place attachment, and also the relationship between relationship quality and place attachment, as with customer positive emotions to be a mediator. Sampling the customers of fair trade coffee shop as research subject, this study releases 420 copies of questionnaires in total and collecting back 389 effective copies to reach 92.6% of effective collection rate. After the process of conducting questionnaire, this study proceeds with statistic analysis, including Descriptive statistics, Factoring analysis, Reliability analysis, Correlation analysis and Regression analysis. Research findings show that the relationships of relationship quality to place identity, place dependence and social bonding all appear positive, and meanwhile, relationship quality demonstrates positive relation with customer positive emotions. In addition, customer positive emotions show the mediating effect on relationship quality and place attachment, and relationship quality further reinforces customers’ place identity, place dependence and social bonding through the effect. |
