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.