English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 46833/50693 (92%)
造訪人次 : 11851541      線上人數 : 476
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    主頁登入上傳說明關於CCUR管理 到手機版


    請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/29738


    題名: 台灣特色咖啡廳重要氛圍要素研究: 以聯合分析法探討外國消費者偏好
    The Perfect Blend of Atmospheric Elements in Taiwan's Coffee Shop: A Conjoint Analysis in Foreign Consumer Preference
    作者: 楊惠鈴
    Naharto, Merlyn
    貢獻者: 國際企業管理學系
    關鍵詞: Consumer Purchasing Decisions
    Atmospheric Elements
    Coffee Shop
    Foreign Consumer
    日期: 2014-12-23
    上傳時間: 2015-02-05 14:20:05 (UTC+8)
    摘要: Coffee is one of the most popular beverages worldwide and appreciated not only for its taste but also for its stimulating impact on several aspects concerning well being. Different from the circumstances witnessed in 1940’s and 1950’s, when drinking coffee in Taiwan was considered as a social activity reserved for the upper class and the opulent such as socialites, celebrities, tycoons, and the analogy, nowadays, coffee is literally a common beverage consumed globally. There are various types of coffee shops burgeoning in Taiwan; as a result, a fierce competition has been seen among them to appeal to more patrons. One of the innovative ways is by providing an expedient shopping environment that can meet customers’ needs.
    Atmospheric elements are one of the often-forgotten elements, influencing consumer purchase decision profoundly. The consumer purchasing decision is a result processed through the following considerations, such as 1) the brand of product category; 2) places to visit; 3) time of purchases; 4) amount of purchase, etc. Most significantly, the ambience regarding a coffee shop could influence consumer responses drastically.
    A large number of foreigners either traveling or residing in Taiwan tend to consume coffee daily, which could immensely help boost the emerging coffee industry. Therefore, the purpose of this study is to explore the preference of foreign consumers, specifically, as regard to the atmospheric elements amid Taiwan’s coffee shops. This study integrates both qualitative and quantitative research method. Since previous studies relevant to this research topic are limited, qualitative study is firstly employed by focus group interviews to eight foreigners whom are indulged in patronizing the coffee shops in Taiwan. Then, a questionnaire is implemented on 100 foreigners to determine the top three atmospheric elements: scent, music, and lighting. Another in- depth interview is conducted on three coffee-shop managers to finalize the stage of items and its level generation. Finally, a quantitative study method collects questionnaires from 300 foreigners living in Taiwan and the data is analyzed by conjoint analysis method. The findings of this research, specifically, contribute to the food and beverage services and hospitality industry in Taiwan, i.e. coffee shops.
    顯示於類別:[企業管理學系暨國際企業管理研究所] 博碩士論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    103PCCU0321009-001.pdf4385KbAdobe PDF208檢視/開啟


    在CCUR中所有的資料項目都受到原著作權保護.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋