臺灣博碩士論文加值系統

國人的飲食習慣改變，使得台灣餐飲業逐漸轉變，更加重視生活品質及午後休閒時段，結合其他餐飲美食的複合式咖啡店在台灣逐年盛行。此外，隨著網路技術的快速發展以及網路使用人口的增加，使得人們溝通習慣改變，網路成為人們溝通和獲得資訊的主要來源。人們透過部落格網路平台記錄生活點滴、陳述各自意見，並進行資訊的交流與討論。近年，越來越多人透過美食部落格文章來敘述並分享自己的用餐經驗，美食的記錄與推薦。本研究將針對複合式咖啡店進行研究，瞭解美食部落格口碑訊息是否會影響台北市國立大學生消費行為，研究以線上台北市國立大學生為調查對象，總計回收398份有效問卷進行統計分析，瞭解台北市國立大學生透過部落格口碑訊息的干擾前往複合式咖啡店的消費情況，以及部落格口碑訊息與消費實態是否存在任何相關性。

研究結果發現，消費者會受到部落格口碑訊息而影響其消費頻率及消費金額等消費行為，而不同人口統計變數的消費者對於消費動機、商店屬性、消費實態上亦有顯著差異，因此，本研究建議複合式咖啡店業者，可針對不同消費族群制定不同的市場區隔與行銷策略，亦可結合部落格廣告傳銷，有效吸引更多消費者前來消費。

With the change in people's eating habits, people have paid more attention to quality of life and afternoon leisure time, composite cafe stores that combined with other food and beverage prevalent in Taiwan year by year. In addition, the rapid development of internet technology has changed the ways of communication. Internet has become the main source of information and communication. In recent years, more and more people describe and record their dining experience through the good-food blogs. This study takes the composite cafe stores for investigation, discussing the influence of consumer behavior of national college students in Taipei towards the message of blog word-of-mouth (WOM). This research is form online survey, and received 398 efficient questionnaires to understand whether blogs have any correlation with consumer’s purchasing behavior.

The results showed that blogs WOM will affect consumption frequency and amount of consumption. There is also a significant difference between different demographic variables and consumer motivation, store attributes and purchasing behavior. Therefore, this study provides some suggestions and recommendations for the composite cafe store use different market segments and marketing strategies for different consumer groups.

中 文 摘 要 i
英 文 摘 要 ii
誌 謝 iii
目 錄 iv
表 目 錄 vi
圖 目 錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究對象及範圍 2
1.4 研究架構 2
1.5 研究步驟 3
第二章 文獻探討 4
2.1 部落格 4
2.2 複合式咖啡店 11
2.3 商店形象 15
2.4 消費者行為 20
2.5國內相關研究文獻探討 34
第三章 研究方法 39
3.1 研究架構 39
3.2 研究變數 40
3.3 研究假說 41
3.4 問卷設計 43
3.5 抽樣設計 47
3.6 資料處理與分析方法 51
3.7 因素分析 54
3.8 信效度分析 57
3.9 研究限制 60
第四章 研究分析與結果 61
4.1 消費者實態敘述性統計分析 61
4.2 人口統計變數與消費實態之差異性分析 62
4.3 人口統計變數與消費動機之差異性分析 69
4.4 人口統計變數與商店屬性之差異性分析 73
4.5 人口統計變數與部落格口碑訊息之差異性分析 79
4.6 部落格口碑訊息與消費實態之關聯性分析 83
4.7 研究假說驗證之彙總表 88
第五章 結論與建議 96
5.1 研究結論 96
5.2 研究建議 103
5.3 後續研究建議 104
參考文獻 105
附錄 114

一、中文部分

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3. 邱恬憶(2009)，「網路正負評與消費者產品知識對網路口碑可信度之影響-以開箱文為例」，國立政治大學，碩士論文。
4. 吳忠翰（2008），「網路口碑的訊息訴求與情緒對消費者信任與購買意圖的影響」，國立中山大學，碩士論文。
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6. 李淑任(2005)，「咖啡館之休閒體驗與顧客參與之探討以台中縣市之咖啡館為例」，大葉大學，碩士論文。
7. 周碩雄(1997)，「中式冷凍調理菜餚於咖啡館之應用探討」，東海大學，碩士論文。
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10. 林聖凱(2005)，「網路口碑來源可信度量表之建構」，臺北科技大學，碩士論文。
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13. 陳克銘(2005)，「消費者餐廳用餐消費行為之研究-以台北市各商圈為例」，輔仁大學，碩士論文。
14. 陳俊華(2007)，「咖啡連鎖店消費者行為、生活型態與顧客滿意度之研究-以85度C咖啡蛋糕烘焙專賣店為例」，朝陽科技大學，碩士論文。
15. 程婉婷（2010），「網路口碑對消費者購買決策影響之探討－比較Facebook與部落格」，國立交通大學，碩士論文。
16. 郭景文(2010)，「台北都會區咖啡消費行為、產品屬性對飲用頻率關聯性之研究」，國立臺北大學，碩士論文。
17. 許庭彰(2009)，「網路口碑正負面訊息之抵銷效果對於消費者產品評價之影響─以來源可信度作為干擾變數」，國立台北科技大學，碩士論文。
18. 黃玉潔(2011)，「美食資訊搜尋、購後認知失調、與購後反應之研究」，高雄餐旅大學，碩士論文。
19. 黃俊英(2005)，行銷學的世界，臺北市：天下遠見，三版。
20. 張依涵(2008)，「消費體驗、商店形象對統一星巴克顧客忠誠度影響之研究」，國立交通大學，碩士論文。
21. 張智嵐(2007)，「台北市民茶葉消費行為之研究」，國立交通大學，碩士論文。
22. 張倫豪(2008)，「台北市國立大學學生筆記型電腦購買行為之研究」，國立政治大學，碩士論文。
23. 張凱智(1997)，「消費者對速食連鎖餐廳認知與偏好之研究」，觀光研究學報，第一期，15-24頁。
24. 楊景翔(2011)，「運用部落格成功模式探討部落格對購買行為之影響」，國立成功大學，碩士論文。
25. 詹克群，(2009)，「咖啡連鎖店商店形象之利益區隔與品牌權益關係之研究-以台北市居民為例」，國立交通大學，碩士論文。
26. 潘立芸(2006)，「網路資訊信任之決定因素」，國立政治大學，博士論文。
27. 劉美雲(2008)，「口碑訊息對消費者選擇泰國餐廳的影響—以台北市地區泰國餐廳為例」，國立台灣科技大學，碩士論文。
28. 蔡界勝(1996)，餐飲管理與經營，台北：五南圖書。
29. 蕭晴宜(2002)，「咖啡連鎖店業者與消費者商店形象認知之比較研究─以台北縣市為例」，淡江大學，碩士論文。

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8. Blackwell, R. D., Miniard, P. W., &; Engel, J. F. (2001), Consumer Behavior, Mason: OH, South-Western Thomas Learning, 9th ed.
9. Bloemer, Josee, &; Ko De Ruyter (1998), "On the Relationship between Store Image, Store Satisfaction and Store Loyalty," European Journal of Marketing 32.5/6, pp.499-513.
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13. Cheung, M.-S., Anitsal, M. M., &; Anitsal, I. (2007), “Revisiting Word of Mouth Communications: A Cross-National Exploration,” Journal of Marketing Theory and Practice, 15(3), pp.235-249.
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38. Howard, J.A., &; Sheth J.N. (1969), The Theory of Behavior, New York: John Wiley＆Sons.
39. Howard, J.A. (1989), Buyer Behavior in Marketing Strategy, New Jersey: Prentice-Hall.
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47. Kotler P. (1998), Marketing management: Analysis Planning, Implementation and Control, Englewood Cliffs, New Jersey: Prentice-Hall, 9th ed.
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三、網路部分

1. Barger, J. (1997). Weblog resources FAQ, Robot Wisdom Weblog. Retrieved from http://www.robotwisdom.com/weblogs.
2. Internet World Stats http://www.internetworldstats.com/
3. Peter Merholz http://peterme.com/index.htm
4. 台灣網路資訊中心 http://www.twnic.net.tw/
5. 行政院主計處 http://www.dgbas.gov.tw/
6. 韋氏字典 http://www.merriam-webster.com/
7. 財團法人資訊工業策進會 http://www.iii.org.tw/Default.aspx
8. 教育部主計處 (2013)。大專校院校別學生數【原始數據】。未出版之統計數據。取自：http://www.edu.tw/pages/detail.aspx?Node=3752&;Page=17284&;Index=20&;WID=31d75a44-efff-4c44-a075-15a9eb7aecdf
9. 創市際市場研究顧問 http://www.insightxplorer.com/index.html
10. 經濟部商業司 http://gcis.nat.gov.tw/
11. 維基百科 http://zh.wikipedia.org/
12. 聯合利華飲食策劃 http://www.unileverfoodsolutions.tw/
13. 萬事達卡國際組織 http://www.mastercard.com/tw/gateway.html