近年來台灣咖啡市場日益擴張，但相比其他國家尚有很大的發展空間，而在地品牌路易莎咖啡為台灣店家數量最多的連鎖咖啡廳，故本研究以路易莎咖啡為個案進行探討。社群媒體行銷與善因行銷已被許多企業所採用，因此本研究欲了解社群媒體行銷與善因行銷為連鎖咖啡店帶來之影響，故以認知－情感－行為模型、社會交換理論及愛情三角理論作為研究基礎，探討消費者對品牌社群媒體行銷及善因之行銷認知是否影響顧客感謝，而顧客感謝對品牌愛慕以及品牌愛慕對電子口碑和再購意願之影響。本研究範圍選定全台路易莎咖啡門市，研究對象為至路易莎咖啡消費滿兩年之消費者，以電子問卷進行發放，共計收回500份有效問卷。
本研究驗證認知－情感－行為模型、社會交換理論及愛情三角理論可以應用於研究架構，研究結果發現消費者對路易莎咖啡社群媒體行銷、善因行銷的認知正向影響顧客感謝，顧客感謝正向影響品牌愛慕，而品牌愛慕正向影響電子口碑與再購意願。本研究透過消費者的角度了解連鎖餐咖啡店採用社群媒體行銷與善因行銷的影響，並可幫助連鎖咖啡業者與顧客維持長久關係，也提供相關學術討論與實務建議。
In recent years, the Taiwanese coffee market has expanded, but compared with other countries, there are still have good development space. Therefore, more and more companies have invested in it. The local brand Louisa Coffee is the chain coffee shop with the largest number of stores in Taiwan, so this study take Louisa Coffee as a case study. Social Media Marketing and CRM have been adopted by many companies. Therefore, this study hopes to understand the impact of Social Media Marketing and CRM on coffee chain store. The purpose of this study is to use Cognition- Affect - Behavior models and Social Exchange Theory and Triangular Theory of Love are used as the research foundation to explore whether consumers' perceptions of brand Social Media Marketing and CRM effect on Customer Gratitude, and the influence of Customer Gratitude on Brand Love and Brand Love on e-WOM and Repurchase Intentions. The scope of this research is to select all Louisa coffee shops in Taiwan. The research objects are consumers who have consumed Louisa coffee for two years and have knowledge of their Social Media Marketing and CRM. The research adopted electronic questionnaire, total of 500 valid questionnaires were collected.
The results of the study found that consumers’ perception of Louisa coffee’s Social Media Marketing and CRM positive effects Customer Gratitude, and Customer Gratitude positive effects Brand Love, and Brand Love has a positive impact on e-WOM and Repurchase Intentions. This study understands the impact of Social Media Marketing and CRM in coffee chain store from the perspective of consumers. It can help chain coffee shops maintain long-term relationships with customers, and provide academic and practical implications.
