臺灣博碩士論文加值系統

Vietnam implemented reforms launched in 1986 has transformed from one of the
poorest country in the world become a middle income of country. The people earn more money, better educated, and desire a higher expectancy in their life. Vietnam government has also boosted its international economic integration as enters into free trade agreements with the Eurasian Economic Union, the European Union, South Korea and the Trans-Pacific Partnership. Recently, Vietnam has been becoming a potential target for international companies to look for great business opportunities, especially in potential coffee industry. The coffee tree was introduced into Viet Nam by French in the 1850s; however, coffee industry only began to play a really important role in the economic after 1986. The production of coffee has grown dramatically. Since then, Viet Nam became the fourth largest coffee exporter in the world in 1998, maintained the second position in the world since 2000 until now. Coffee industry has very important contribution to Vietnam economy; such as, increase export value, decrease to the poverty rate of Central Highland. However,
Vietnam coffee domestic consumption is still small compared to what is exported. Based on the Wall Street Journal in 2013, most coffee production companies concentrate on export product only. Moreover, enterprises will face many challenges in deeply coffee culture. This research will use factor analysis and globalization grey relational grade to explore the most potential determinant of Vietnamese coffee culture in purchasing process of new young generation in Vietnam. The final measured result of Table 10 shows that the highest comparative scores are expressing the life style; testing product; and mind fresh.
Keywords: Vietnamese coffee culture, theory of reason action (‘TRA’), purchasing process, factor analysis (‘FA’), Globalization grey relational grade (GGRG).

TABLE OF CONTENTS
ACKNOWLEDGEMENT................................................i
ABSTRACT......................................................ii
TABLE OF CONTENTS.............................................iv
LIST OF TABLE.................................................vi
LIST OF FIGURE................................................vi
CHAPTER 1: INTRODUCTION........................................1
CHAPTER 2: LITERATURE..........................................6
I. VIETNAMESE COFFEE OVERVIEW..................................6
1. History of Vietnam coffee...................................6
2. Vietnam coffee market.......................................6
3. Vietnamese drinking coffee culture..........................7
II. CULTURE CONCEPT............................................9
III. THEORY OVERVIEW..........................................10
1. Theory of reasoned action..................................10
2. Theoretical model of culture’s influence on behavior.......11
3. Consumer decision process model............................12
IV. EVALUATED APPROACHES......................................13
1. Factor Analysis approach...................................13
1.1 FA approach...............................................14
1.2 Carry out the FA..........................................15
2. Grey relational analysis...................................15
2.1 The basic concepts........................................15
2.2 Grey Relational grade.....................................16
2.3 The kinds of Grey Relational Grade........................16
2.4 The calculation of GGRG...................................17
CHAPTER 3: RESEARCH DESIGN PROCESS............................19
I. RESEARCH PROCESSES.........................................19
II. RESEARCH DESIGN PROCESS...................................20
1. Questionnaire design.......................................20
1.1 Questionnaire design checklist............................20
1.2 Questionnaire design purpose..............................20
1.3 Thesis questionnaire design...............................21
2. Sample plan and data collection............................22
2.1 Methods to collect data...................................22
2.2 Data preparation..........................................23
3. Data analysis procedure....................................24
3.1 Descriptive statistic analysis............................24
3.2 Factor Analysis and Reliability Tests.....................24
3.3 Global Grey Relational Grade..............................24
CHAPTER 4: RESEARCH ANALYSIS MEASUREMENT......................26
I. DESCRITIVE.................................................26
1. Descriptive analysis.......................................26
2. Reliability Analysis (Overall) and Items analysis..........29
II. FACTOR ANALYSIS...........................................30
III. GLOBALIZATION GREY RELATIONAL GRADE......................37
CHAPTER 5 ANALYSIS RESULT AND RECOMMEMDTION...................41
REFERENCE.....................................................43
APPENDIX......................................................46

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