|摘要: || 近年來國內在喝咖啡人口大幅提升後，帶動咖啡廳的發展，包括連鎖咖啡廳與區域咖啡廳。區域咖啡廳雖然無法以品牌知名度與品牌優勢吸引消費者，但仍然有些獨具特色的區域咖啡廳藉由口碑的報導打響知名度，成功建立屬於自己的品牌。本研究以舉辦各式促銷活動的區域咖啡廳為主題，探討區域咖啡廳之口碑推薦與咖啡廳促銷活動如何影響消費者之消費決策，以增加咖啡廳消費者消費意願為目的。|
Owing to increasing number of coffee shops in Taiwan, including chain coffee shops and local coffee shops, the market has become mature and competitive. Some unique coffee shops become famous by word of mouth and create their own brand successfully. This research investigates the unique coffee shop with a variety of promotion activities. The purposes of the research are how word of mouth and promotion activities of coffee shop influence consumer decision, and increase purchasing intention.
This research used balance theory, as the basis in terms of consumer, coffee shop, and word of mouth in the triangle. This research also used case study method to analyze based on, literature and interview. In addition, the researcher interviewed coffee shop owner and consumers, by obtaining different viewpoints.We randomly selected consumers in the coffee shop, interviewed 11 consumers totally. Finally, we combined the result and balance theory, doe analysis and attempted to answer the proposed research questions.
When positive links exist among consumer to word of mouth, consumer to coffee shop, and word of mouth to coffee shop, meaning the best result for the coffee shop. The finding can be synthesized as follows: (1) word of mouth can increase local coffee shop brand awareness (2) brand image is the main reason when consumer choose coffee shop, and (3) adequate promotion activities can increase consumer buying intention.
To sum up, using appropriate word of mouth and promotion activities can create local coffee shop brand image, stimulate consumer attention, and increase consumer purchasing intention efficiently.