都會型消費者對平價咖啡屬性潛在偏好之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38138

Title:	都會型消費者對平價咖啡屬性潛在偏好之研究 Researching Potential Preferences of Urban Consumers for Budget Coffee
Authors:	李佳芳
Contributors:	企業實務管理數位碩士在職專班
Keywords:	平價咖啡屬性潛在偏好實驗室模擬法 Budget coffee Potential preferences Laboratory simulation method
Date:	2017
Issue Date:	2017-09-20 10:58:13 (UTC+8)
Abstract:	本研究以S&D咖啡店作為主要研究對象，進行平價咖啡屬性潛在偏好之研究，將都會型平價店分為兩大類： (A)便利超商兼賣咖啡(B)平價咖啡專賣店。台灣平價咖啡店具有下列特性： (A)便利商店：夾帶龐大店家進入大街小巷所以市場競爭激烈。 (B)專賣店：以咖啡烹調的技術及平易近人的價格分食市場。本研究針對都會型平價咖啡處於高度競爭的狀態下，探究各家廠商如何求取生存，並以都會型消費者作為研究對象，主要是因為都會區人口數達30萬以上，比較容易進行統計調查。根據本研究實證結果得知，重點如下： (一)探討都會型消費者對平價咖啡屬性偏好以「區域位置」最重要，「活動性質」次之，所以未來在展店時，「區域位置」為展店參考之第一要素，然後考慮「活動性質」、「服務品質」定位、「消費金額」。 (二)提供都會型平價咖啡業者改善服務品質之參考服務首要是產品要符合顧客需求，其次是服務人員的服務態度。 (三)瞭解都會型消費者對平價咖啡的消費意願對於平價的商品，交通不方便，絕對會降低購買意願，其次才是服務品質的問題。 This research will based on S&D coffee as the main research object, to study on the potential preference of budget coffee properties. There are two major systems of Budget coffee in the current market (a)Convenience stores , like 7-11, familymart ,etc. They use a large number of branches as benefits to share the market of budget coffee. (b) Budget coffee store, like 85℃ , Louisa ,etc They use Barista to cooking coffee (mostly using espresso machine) and offer the reasonable price. This research is focused on the survivability and competitiveness for these budget coffee shops in metropolitan area . According to the empirical results of this research, the focus is as follows: 1.The location is the most concern , form high to low : Location → service offering → service quality → cost–performance ratio 2.Service have to mainly to meet the needs of customers, the next is staff attitude. 3.For budget coffee , the location is the most concern , the inconvenienced location will absolutely lower the purchase Intention , the next is service quality.
Appears in Collections:	[Master program of business administration in practicing] thesis

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