| 摘要: | 本研究探討對精品咖啡館之消費意願，對於具有咖啡師的專業知識與顧客間咖啡的交流，提供品嚐一杯好且多種咖啡豆選擇的咖啡和空間，可增加顧客停留時間，並能促進經營者的銷售數量。因此，為瞭解精品咖啡館與其他連鎖化及大眾化咖啡館消費者不同的消費意願，而進行精品咖啡館消費意願之研究。本研究探討品牌形象、知覺價值、網路口碑，對消費意願影響之間的關係。並經由問卷收集相關資料，透過SPSS分析後，瞭解研究變相之間是否具有顯著性影響。以消費者體驗其獨特的環境和認同的品牌形象，消費者願意支付的價值感，及來自消費資訊媒體的 分享傳播，瞭解對於精品咖啡館之消費，是否影響消費意願等關聯性研究，並透過基本資料正式發放受訪測試時間為民國 2022年 1 月至2 月，以日常咖啡消費者為研究對象，採用網路問卷方式進行調查，來分析不同年齡層、性別、教育程度、職業及收入等因素來檢視其差異性 。
當消費者對具有良好形象之精品咖啡館的知覺價值提高時，消費者消費意願也顯著提升。而具有良好形象之精品咖啡館，對消費者將優先考慮消費且當品牌形象對網路口碑的正負面評價將影響消費觀感與經營者評估。
This study explores the willingness to spend in boutique cafes. For coffee exchanges with baristas’ professional knowledge and customers, providing a cup of coffee and space for tasting a good cup of coffee with a variety of coffee bean choices can increase customer retention time and promote business operators. number of sales. Therefore, in order to understand the different consumption intentions of boutique cafes and other chain and popular coffee shop consumers, a research on the consumption intention of boutique cafes is carried out. This study explores the relationship between brand image, perceived value, and Internet word-of-mouth, and their influence on consumption intention. And through questionnaires to collect relevant data, through SPSS analysis, to understand whether there is a significant impact between the disguised research.
Based on the unique environment consumers experience and the brand image they recognize, the sense of value consumers are willing to pay, and the sharing and dissemination from consumer information media, to understand whether the consumption of boutique cafes affects the willingness to consume and other related research, and through The basic information was officially released. The interview test time was from January to February 2022 in the Republic of China. The research object was daily coffee consumers.
The survey was conducted in the form of questionnaires to analyze factors such as different age groups, genders, education levels, occupations and incomes to examine their differences.
When consumers' perceived value of boutique cafes with a good image increases, consumers' willingness to spend also increases significantly. For boutique cafes with a good image, consumers will give priority to consumption, and the positive and negative evaluations of brand image on Internet word-of-mouth will affect consumer perception and operator evaluation. |
