| 摘要: | 本研究旨在探討Starbucks 咖啡之消費者，其對商店形象、知覺價值與購買意願三個變數的感受為何，以及變數之間的影響效果。
本研究考量大學生與研究生之消費能力不同，而Starbucks 咖啡又屬於中高價位之咖啡連鎖店，故採用研究生群體作為研究探討對象，以淡江大學各學院中之研究生作為受試對象。
以問卷調查進行驗證，總共發出443份問卷，有效回收問卷共計420份，有效回收率為94.8 %。利用路徑分析進行驗證，結果如下：
1.商店形象對知覺價值有正向的影響。顯示當Starbucks 咖啡能夠給予消費者良好的商店形象感受時，消費者對於消費Starbucks 咖啡的知覺價值衡量亦會提高。故就Starbucks 咖啡而言，其可著重於加強消費者對店面形象的認知，強調員工服務、空間設計感、店內環境，當消費者對於商店形象感受良好時，消費者會覺得在Starbucks 咖啡消費是有價值的。
2.知覺價值對購買意願有正向的影響。顯示當Starbucks 咖啡能夠給予消費者較高的價值觀感時，消費者對於消費Starbucks 咖啡的意願亦會提高。故就Starbucks 咖啡而言，其可著重於加強消費者的價值感受，提高品質、給予消費者愉悅感受、加強咖啡店的象徵意涵、降低行為成本與金錢成本，則消費者會願意購買Starbucks 咖啡的商品或向他人推薦Starbucks 咖啡。
除了上述兩項主要假設外，本研究亦針對各構面提出20項子假設，其中社會因素對象徵性、財貨成本不為顯著，以及行為成本對購買意願不顯著，其餘17項子假設皆成立。
This study examined how the Starbucks coffee chain-store consumers feels about store image, perceived value and buying intention ,and the influence effects between these three variables.
Not only considered the consumption ability are different between university studentents and graduate students, but also Starbucks coffee belongs a high price position of coffee chain-store. Therefore, this study used graduate students community as the survey subjects, took graduate students in every institute of Tamkang University as trial objects.
The proceeding of confirmation is used by questionnaire survey. Out of 443 questionnaires sent, 420 valid questionnaires returned, resulting in a valid return rate of 94.8 %. This study’s confirmation used path analysis, and the result are as followed:
1.Store image has positive influence on perceived value. It demonstrates that when Starbucks coffee can give consumers a good feeling about store image, consumers’ measurement about perceived value will also raise. With regard to Starbucks coffee, it can lay stress on consumers’ perception of store image, by emphasize the service, space design, and shop environment. When consumers feels good about store image, consumers will think it’s worth of having consumption in the Starbucks coffee.
2. Perceived value has positive influence on buying intention. It demonstrates that when Starbucks coffee can give consumers a higher perceived values, consumers’ buying intention of Starbucks coffee will also raise. With regard to Starbucks coffee, it can lay stress on consumers’ perception of values, by enhance qualities, let consumers feels happy, strengthen the symbol meanings of coffee store, reduce the behavioral cost and nummary cost. Therefore, consumers is willing to consume merchandises in the Starbucks and recommend Starbucks coffee to others.
Besides the two hypotheses mentioned above, this study also posed 20 sub-hypotheses of each component. In all hypotheses, social factor have non-significant difference on symbolism, social factor have non-significant difference on nummary cost, and behavioral cost have non-significant difference on buying intention. All other 17 hypotheses are tenable. |
