臺灣博碩士論文加值系統

由於國人生活飲食習慣的改變與受到歐美日等先進國家之影響，國人對咖啡的消費頻率呈現逐年上升的趨勢。知名超商業者統一在2004年的研究調查中更指出，單單國內現煮研磨咖啡每年有將近新台幣一百三十五億元的市場，若以平均每人每年消費約100杯咖啡來估算，其市場潛力驚人。
本文主要便在探討「促銷活動」、「顧客價值」及「規範性評估」對咖啡消費行為影響之研究。本研究依比例分層抽樣法，分別由星巴克、丹堤及巴登咖啡抽選出台北縣、市之抽樣分店後，再採用便利抽樣法，於各抽樣分店發放問卷，由購買咖啡產品之消費者填答；本研究共計發放600份問卷，回收有效問卷480份，回收率達80%。
根據本研究之驗證結果，歸納出下列結論：
1.促銷活動會對規範性評估及顧客價值產生正面顯著之影響。
2.「產品價值」及「服務價值」都使得消費者呈現正面之規範性評估。
3.促銷活動透過顧客價值、規範性評估進而影響消費者購買行為之效果更加的正面而顯著。
4.可利用價格與非價格模式之各類促銷手法加強消費者信念及知覺。
5.可利用產品價值、服務價值及形象價值來加強消費者信念及知覺。
6.運用促銷活動提升顧客價值以促成消費者的資訊尋求與購買。
7.透過良好規範性評估的營造來創造出消費者購買行為。
因此，本研究認為業者在促銷活動方及顧客價值構面加強時，不僅要重視物質或金錢上的回饋，來打動消費者的心，更進一步的是要在本身的產品品質、服務態度及對商店的整體印象上，讓消費者產生好的、愉快的心情，讓他們覺得自己的購買行為是對的行為，而這將會是行銷管理上非常重要的方向。

In view of the change of dietary custom for nationals that mainly influenced by the developed countries, such as America, European countries, and Japan, the consuming frequency on coffee for nationals has gradually increased these years. According to the research conducted by a famous local convenience store, i.e. President, in year 2004, the domestic market of freshly ground coffee is approximately TWD135 billion per year. In terms of individual’s consumption, it is about 100 cups of coffee per person per year. As such, the market capability is considerably high.

This research is mainly to study how the ‘promotion’, ‘customer value’ and ‘normative evaluation” affect the consuming behavior on coffee. The study is based on the stratified sampling to select the branch stores of Starbucks, Dante Coffee and Bardon Coffee from Taipei City and Taipei County. Furthermore, it is to adopt the convenience sampling to distribute the questionnaires to the customers who buy coffee in the selected branch stores.

According to the result of this study, the following are generalized:
1. Promotion has remarkable positive influence on normative evaluation and customer value.
2. Considering product value and service value, customers will conduct normative evaluation positively.
3. Through the customer value and normative evaluation, the effect on customer’s purchasing behavior by promotion is much more positive and outstanding.
4. By using various pricing or non-pricing promotions, it is available to enhance the customers’ belief and perception.
5. It is workable to utilize value of products, value of service and value of image to reinforce the customers’ belief and perception
6. To make use of promotion to increase customer value as well as to contribute customers’ needs on information and purchasing.
7. To create customers’ purchasing behavior by means of well normative evaluation on customers.

As a result, per the study, when a business proposes to enhance the promotions and customer value, it is necessary not only to emphasis on material or fiscal feedback that encouraging customers’ purchasing, but also to improve the basic quality of products, services as well as overall image of the stores. So that the consumers will have a good and pleasant frame of mind and consider their purchasing as right behavior. This part will surely be a significant area of improvement for marketing management.

目錄
摘要　I
Abstract　II
誌謝　V
第一章 緒論　1
　第一節 研究背景　1
　第二節 研究動機　5
　第三節 研究目的　7
　第四節 研究流程　8
第二章 文獻探討　9
　第一節 促銷活動　9
　第二節 顧客價值　17
　第三節 規範性評估　27
　第四節 消費者購買行為　31
　第五節 本研究各構面間關係之探討　40
第三章 研究方法　45
　第一節 研究架構　45
　第二節 研究變數之操作型定義　46
　第三節 研究假設　49
　第四節 問卷設計　51
　第五節 抽樣設計　56
　第六節 資料分析方法　57
第四章 實證結果與討論　65
　第一節 研究樣本與變項之描述性分析　65
　第二節 因素分析　72
　第三節 信度及效度分析　78
　第四節 促銷活動、顧客價值、規範性評估與消費者購買行為間之影響　81
　第五節 人口統計變數對促銷活動、顧客價值、規範性評估與消費者購買行為之差異　98
　第六節 研究架構整體模式之分析 107
第五章 結論與建議　117
　第一節研究結果與討論　117
　第二節理論與實務意涵　119
　第三節 研究限制　122

表目錄
表1-1-1咖啡店演進的三個階段　2
表1-1-2 台灣進口咖啡量/值與成長率　4
表2-1-1 促銷工具分類彙總　13
表2-1-2 促銷工具的分類　16
表2-2-1 消費者價值型態　22
表3 4-1 促銷活動問項設計　52
表3-4-2 顧客價值問項設計　53
表3-4-3 規範性評估問項設計　54
表3-4-4 消費者購買行為問項設計　54
表3-6-1 KMO值之參考標法　58
表3-6-2 可信度高低之參考值　59
表4-1-1 樣本分布情形-依人口統計變數　66
表4-1-2促銷活動構面之描述性統計量　68
表4-1-3顧客價值構面之描述性統計量　69
表4-1-4規範性評估構面之描述性統計量　70
表4-1-5消費者購買行為構面之描述性統計量　71
表4-2-1 KMO值及Bartlett球型檢定表　72
表4-2-2 促銷活動因素分析表　73
表4-2-3 顧客價值因素分析表　75
表4-2-4 顧客價值因素分析表　76
表4-3-1 可信度高低之參考值　78
表4-3-2 問卷量表信度分析　79
表4-4-1 促銷活動構面對消費者購買行為構面之影響　82
表4-4-2 促銷活動構念對消費者購買行為構面之影響　82
表4-4-3 促銷活動構念對消費者購買行為構念之影響　83
表4-4-4 假設H1實證結果彙整　84
表4-4-5 促銷活動構面對規範性評估構面之影響　85
表4-4-6 促銷活動構念對規範性評估構面之影響　85
表4-4-7 假設H2實證結果彙整　86
表4-4-8 顧客價值構面對消費者購買行為構面之影響　87
表4-4-9 顧客價值構念對消費者購買行為構面之影響　87
表4-4-10 顧客價值構念對消費者購買行為構念之影響　88
表4-4-11 假設H3實證結果彙整　88
表4-4-12 顧客價值構面對規範性評估構面之影響　90
表4-4-13 顧客價值構念對規範性評估構面之影響　90
表4-4-14 假設H4實證結果彙整　91
表4-4-15 規範性評估構面對消費者購買行為構面之影響　92
表4-4-16 規範性評估構面對消費者購買行為構念之影響　92
表4-4-17 假設H5實證結果彙整　92
表4-4-18 促銷活動構面對顧客價值構面之影響　94
表4-4-19 促銷活動構念對顧客價值構面之影響　94
表4-4-20 促銷活動構念對顧客價值構念之影響　95
表4-4-21 促銷活動構念對顧客價值構面之影響　96
表4-5-1性別在各構念中之差異　98
表4-5-2婚姻狀況在各構念中之差異　99
表4-5-3年齡狀況在各構念中之差異　101
表4-5-4職業在各構念中之差異　102
表4-5-5教育程度在各構念中之差異　103
表4-5-6平均月收入在各構念中之差異　105
表4-5-7每週消費咖啡次數在各構念中之差異　106
表4-6-1本研究LISREL模式之變數　109
表4-6-2本研究潛在構面的衡量指標之因素負荷量　110
表4-6-3理論結構模式之因徑係數與假設之驗證-中介效果　114
表4-6-4主要研究促設彙整　115

圖目錄
圖1-1-1台灣進口咖啡量　3
圖1-4-1 本研究流程圖　8
圖2-2-1 總價值購成圖　21
圖2-2-2 顧客價值三角模式　23
圖2-2-3 顧客價值的階層模式　25
圖2-3-1 消費者衝動購買決策程序　29
圖2-4-1 影響消費者之因素　32
圖2-4-2 EMB消費行為模式　34
圖2-4-3 計劃行為模式　36
圖2-4-4 Monroe 之實際價格、知覺品質、知覺價值與購買意願關係的觀念性模式　38
圖3-1-1 研究架構圖　45
圖4-6-1 本理論研究架構模式　110
圖4-6-2 結構模式路徑圖　113

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