臺灣博碩士論文加值系統

The purpose of this paper is to examine coffee consumption behavior in Taiwan’s market. To investigate the Taiwanese coffee market, the research will be focusing in country image, coffee shop brand image and coffee knowledge to understand the consumer purchase intention. The study focusses specifically in finding an answer if country image plays an important role in the consumer purchase behavior towards coffee or it’s just a factor that is not taken into consideration by the consumer.
To understand the coffee consumer purchase intention towards coffee, a structural design was used through LISREL. The software measured the impact of country image on coffee consumers and as well how coffee shop brand image and coffee knowledge have a hold on consumers.
The findings in the study presented an interrelationship between coffee shop brand image, coffee bean country image, and coffee knowledge towards purchase intention. This paper answers the main purpose of the study, “Does country image matter?”; with the results obtained country image doesn’t have any influence on the consumer that leads them towards purchase intention. The other factors used in the paper, coffee shop brand image, coffee bean country image and coffee knowledge hold certain influence towards purchase intention.
The study presents a different spectrum and research towards coffee in an Asian country. There are not many studies where coffee consumption is study using two countries that portrait different aspects towards the consumer. The insight of the results can provide coffee business a more strategic way to penetrate the market.

Table of Contents
List of Figures III
List of Tables IV
Chapter One Introducation 1
1.1 Background 1
1.2 Motivation and Purpose 2
1.3 Importance of The Research 7
1.4 Conceptual Framework 8
Chpater Two Literature Review 9
2.1 Country Image 10
2.1.1 The Definition of Country Image 10
2.1.2 Related Literature 11
2.2 Brand Image 13
2.2.1 Definition of Brand Image 13
2.2.2 Theory and Related Studies 13
2.3 Knowledge 15
2.3.1 The Definition of Knowledge 15
2.3.2 Related Literature 16
2.4 Purchase Intention 18
2.4.1 Definition of Purchase Intention 18
2.4.2 Theory and Related Studies 18
Chapter Three Methodology 20
3.1 Research Design and Questionnaire 20
3.1.1 Hypothesis 20
3.1.2 Measuring Country Image 22
3.1.3 Measuring Coffee Bean Country Image 22
3.1.4 Measuring Coffee Shop Brand Image 23
3.1.5 Measuring Coffee Knowledge 23
3.1.6 Measuring Purchase Intention 23
3.2 Questionnaire Design 24
3.3 Sampling Design and Participants 26
3.4 Structural Model 27
Chapter Four Data Analysis 28
4.1 Demographic Analysis 28
4.1.1 Summary of Respondents’ Demographics 32
4.2 Reliability Analysis 33
4.2.1 Reliability and Validity Of Factors Studied 33
4.3 LISREL (Linear Structure Relation) 36
4.4 Hypothesis Testing 38
Chapter Five Conclusion, Suggestions and Limitations 43
5.1 Discussion 43
5.2 Conclusions 46
5.3 Managerial Implications 47
5.4 Limitations 50
References 51
Appendix A English Questionnaire 56

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