| 摘要: | 現代人的生活除了工作與家庭之外，更講究於個人空間的重視，使得都會區的咖啡店得到了更多被重視的機會，雖然咖啡店的數量眾多，但仍是商業上不可不重視的產業。本研究主要探討都會區各知名咖啡店之顧客態度，瞭解其品牌知覺價值、顧客滿意度、消費慣性與再購意願之關聯性，以問卷調查法蒐集資料，再以統計分析技術評估各項工具之信、效度，最後以結構方程模式與多元迴歸分析檢驗研究假設。本研究結果可以提供咖啡店業者在關注產品研發與品質之外，更加注重品牌效益對於顧客的影響，作為後續品牌策略之參考方針。
In addition to work and family, modern life places more emphasis on personal space, which has led to more opportunities for coffee shops to be valued in metropolitan areas. This study examines the attitudes of customers of well-known coffee shops in metropolitan areas to understand the correlation between their perceived brand value, customer satisfaction, consumption habits, and willingness to repurchase. The results of this study can be used as a reference for coffee shop owners to focus on the impact of brand effectiveness on customers in addition to product development and quality, and as a reference for subsequent branding strategies. |
