消費者對膠囊咖啡購買意願之研究 －以Nespresso為例

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题名:	消費者對膠囊咖啡購買意願之研究－以Nespresso為例 The Study of Consumers Purchase Intention on Capsule Coffee: A Case of Nespresso
作者:	李明哲
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	膠囊咖啡品牌形象知覺價值知覺風險購買意願
日期:	2020
上传时间:	2020-08-24 11:00:24 (UTC+8)
摘要:	本研究問題是探討在全球日漸蓬勃的咖啡市場，膠囊咖啡在住家、辦公場所、觀光旅館均可見到，透過簡單的一個動作，一杯美味的咖啡就可以入手。為了瞭解在膠囊咖啡在臺灣咖啡市場發展之可能性，特進行此研究。本研究以品牌形象、知覺價值及知覺風險作為自變項，探討各研究變項是否影響消費者購買意願。研究結果顯示出品牌形象對知覺價值、品牌形象對購買意願、知覺價值對購買意願均有顯著性的正向影響，而知覺風險對於購買意願則有顯著性的負向影響。同樣地，透過平均數檢定發現：在不同教育程度、每月所得的分組上，對於消費者的知覺風險有顯著性的差異。 The theme of this research is to explore the growing coffee market in the world. Capsule coffee can be seen in homes, offices and tourist hotels. With a simple action, a cup of delicious coffee can be started. In order to understand the possibility of the de-velopment of capsule coffee in the coffee market of Taiwan, this study was conducted. This study uses brand image, perceived value, and perceived risk as self-variable items to explore whether it affects consumers' willingness to purchase. The research re-sults show that brand image has a significant positive effect on perceived value, brand image on purchase intention, and perceived value on purchase intention, while perceived risk has a significant negative effect on purchase intention. Similarly, through the aver-age test, it was found that there are significant differences in the perceived risks to con-sumers on different education levels and monthly income groups.
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