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

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/29738

Title:	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
Authors:	楊惠鈴 Naharto, Merlyn
Contributors:	國際企業管理學系
Keywords:	Consumer Purchasing Decisions Atmospheric Elements Coffee Shop Foreign Consumer
Date:	2014-12-23
Issue Date:	2015-02-05 14:20:05 (UTC+8)
Abstract:	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.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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