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    题名: 咖啡連鎖店消費者對於商店環境、知覺價值與購買意願之研究-以星巴克為例
    其它题名: A study of coffee chain-store consumer to store environment, perceived value and purchase intention - a case study of Starbucks coffee shop
    作者: 梁海葳;Liang, Hai-wei
    贡献者: 淡江大學國際貿易學系國際企業學碩士班
    黃志文;Huang, Chih-wen
    关键词: 商店環境;認知價值;購買意願;星巴克咖啡;Consumer to Store Environment;perceived value;Purchase Intention;Starbucks Coffee Shop
    日期: 2008
    上传时间: 2010-01-11 01:47:22 (UTC+8)
    摘要: 自1998年星巴克進入台灣市場掀起國人飲用咖啡風潮以來,在業界一直位居龍頭地位。直到2006年出現以平價優質為口號的新競爭者加入,對市場結構產生了劇烈的影響,使得星巴克咖啡分店數在2006年首度退居第二位。
    Since Starbucks entered the market of Taiwan and raised compatriots drank coffee fashion in 1998, been occupying the leading position all the time in the industry. Until 2006, the new competitor joined and taking “high-quality and low price” as slogan, have a violent impact on market structure. It makes the arrangement of amount of Starbucks coffee branch retreat to the second place for the first time in 2006.
    In order to make more apparent market district to low price coffee versus Starbucks, this research try to find out what component will construct the perceive value of good and design regression models according to literature for discuss whether store environment through perceive value influence the buying intention and confirm whether the intermediary effect of perceive value exists. And among them, the shop environment factor includes three factors, for social factor, atmosphere factor and factor of design. Meanwhile, analyse whether to have difference of every factor on the characteristic of the demographic parameter or not.
    According to the result of this research, perceive value is indeed the major reference of the buying intention, social factor, atmosphere factor and factor of design in store environment also make an apparent influence on perceive value, show the store environment can really influence the buying intention through perceive value, have verified the intermediary effect of perceive value. Sex, grade, distributable income and probational state of demography items have apparent difference in every variable with social factor, atmosphere factor, factor of design, perceive value and buying intention.
    显示于类别:[國際企業學系暨研究所] 學位論文


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