臺灣博碩士論文加值系統

摘要
國內對於連鎖咖啡店消費者再購行為的探討，大多數是偏向於某一特定的連鎖咖啡店的消費者進行觀察，有別於傳統研究，首先探討習慣性消費連鎖咖啡店之消費者是否與其他消費者的特徵有所差異，再進一步針對有消費連鎖咖啡習慣的消費者，分析其消費習性、消費者特徵及生活型態，對其再購行為的影響，再依據研究成果，對連鎖咖啡店業者提出經營建議。
本研究以北部地區民眾作為問卷發放之對象，共計發放550份問卷，並回收有效問卷538份，並利用羅吉特迴歸分析，來探討消費習性、消費者特徵與生活型態與再購行為之間的關係。
研究結果發現，生活型態中相對於流行時髦，都會時尚，有固定至連鎖咖啡消費的機率較高，而女性、50歲以下、收入6萬以上、咖啡知識門外漢、不是星巴克之消費者、待在連鎖咖啡店不超過一小時、平日假日都會去連鎖咖啡店、和單獨自己至連鎖咖啡店，為中高消費頻率的機率較高。收入6萬以上、咖啡資訊從未收集與偶而收集為高消費金額的機率較高，而不是星巴克之消費者、停留時間在一小時以下者，是以低消費金額的機率較高。生活型態中相對於流行時髦，價值取向為近前次消費時間的機率較高，而咖啡資訊偶而收集、所得4萬以上，為中前次消費時間的機率較高。

Abstract
Previous studies on the repurchasing behavior of chain coffee shop often focused on certain chain. Different from previous studies, this study conducts a questionnaire survey in northern Taiwan to investigate how different consumption habits, life style and consumer characteristics influence chain coffee shop consumption decision. Furthermore, the determinants of repurchasing behavior among different consumer characteristics and life styles are also analyzed. The results are expected to provide information for business decision.
550 questionnaires were sent with 538 being completed. The relationships between consumption habits, life style, consumer characteristics and repurchasing behavior were analyzed using logistic regression analysis.
The results indicate that consumers with popular and urban fashion life style are more likely to visit chain coffee shop. Female, under 50 years old, more than 60,000 monthly income, layman in coffee knowledge, stay in coffee shop less than one hour, visit coffee shop both weekday and weekend and visit coffee shop alone are more likely the mid and high consumption frequency consumers. Consumers with more than 60,000 monthly income, never or occasional gathering coffee information are more likely high consumption consumers. Consumers who do not visit Starbucks and stay in coffee shop less than one hour are more likely to be low consumption consumers. Consumers with value oriented life style is likely to be the near previous consumption ones. Consumers with more than 40,000 monthly income and gathering coffee occasionally are likely to be the near previous consumption ones.

目錄
中文摘要i
Abstractii
目錄iii
第一章 緒論1
1.1研究背景與動機1
1.2研究目的3
1.3研究方法3
1.4研究限制4
1.5研究流程5
第二章 文獻探討6
2.1消費者行為6
2.1.1消費者行為定義6
2.1.2消費者決策模式7
2.2生活型態9
2.2.1生活型態之定義9
2.2.2生活型態衡量方法10
2.3忠誠度與再購行為11
2.3.1忠誠度之定義11
2.3.2忠誠度的衡量方法12
2.3.3再購意願之定義14
2.3.4再購行為15
2.4小結17
第三章 研究設計18
3.1研究架構18
3.2研究假說19
3.3研究範圍與抽樣21
3.4研究變數定義21
3.5資料分析方法23
3.6問卷預試之信度分析與因素分析25
3.6.1問卷預試信度分析26
3.6.2問卷預試因素分析26
第四章 實證分析結果 28
4.1信度與因素分析28
4.2敘述性統計30
4.3集群分析34
4.4交叉分析35
4.5 羅吉特分析54
第五章 結論與建議64
5.1研究結論64
5.2研究建議66
參考文獻68
一、中文文獻68
二、英文文獻69
附錄一72

表目錄
表1. 1 2015十大連鎖咖啡店網路討論聲量排行表2
表2. 1消費者行為定義彙整表6
表2. 2生活型態彙整表9
表2. 3 AIO量表10
表2. 4忠誠度定義彙整表12
表2. 5忠誠度衡量方法彙整表13
表2. 6再購意願定義彙整表15
表3. 1消費習性架構表21
表3. 2再購行為RFM架構表22
表3. 3生活型態架構表22
表3. 4基本資料架構表22
表3. 5羅吉特分析變數架構表23
表3. 6 Cronbach’sα檢測係數表24
表3. 7 KMO檢測係數表24
表3. 8預試信度檢測表26
表3. 9預試問卷成份矩陣表27
表4. 1信度分析表28
表4. 2因素分析表29
表4. 3正式問卷成份矩陣表29
表4. 4消費者行為敘述統計表30
表4. 5消費者特徵敘述統計表33
表4. 6集群分群表34
表4. 7集群命名表34
表4. 8有無固定喝咖啡的習慣與性別交叉分析表35
表4. 9有無固定喝咖啡的習慣與婚姻交叉分析表36
表4. 10有無固定喝咖啡的習慣與年齡交叉分析表36
表4. 11有無固定喝咖啡的習慣與教育程度交叉分析表 37
表4. 12有無固定喝咖啡的習慣與收入交叉分析表37
表4. 13有無固定喝咖啡的習慣與生活型態交叉分析表 38
表4. 14有無固定至連鎖咖啡店消費與性別交叉分析表 38
表4. 15有無固定至連鎖咖啡店消費與婚姻交叉分析表 39
表4. 16有無固定至連鎖咖啡店消費與年齡交叉分析表 39
表4. 17有無固定至連鎖咖啡店消費與教育程度交叉分析表40
表4. 18有無固定至連鎖咖啡店消費與收入交叉分析表 40
表4. 19有無固定至連鎖咖啡店消費與生活型態交叉分析表41
表4. 20消費頻率與性別交叉分析表41
表4. 21消費頻率與婚姻交叉分析表42
表4. 22消費頻率與年齡交叉分析表43
表4. 23消費頻率與教育程度交叉分析表43
表4. 24消費頻率與收入交叉分析表44
表4. 25消費頻率與生活型態交叉分析表45
表4. 26消費金額與性別交叉分析表46
表4. 27消費金額與婚姻交叉分析表46
表4. 28消費金額與年齡交叉分析表47
表4. 29消費金額與教育程度交叉分析表48
表4. 30消費金額與收入交叉分析表48
表4. 31消費金額與生活型態交叉分析表49
表4. 32前次消費時間與性別交叉分析表50
表4. 33前次消費時間與婚姻交叉分析表50
表4. 34前次消費時間與年齡交叉分析表51
表4. 35前次消費時間與教育程度交叉分析表52
表4. 36前次消費時間與收入交叉分析表52
表4. 37前次消費時間與生活型態交叉分析表53
表4. 38連鎖咖啡店消費習慣迴歸分析表55
表4. 39連鎖咖啡店消費頻率迴歸分析表57
表4. 40連鎖咖啡店消費金額迴歸分析表60
表4. 41連鎖咖啡店前次消費時間迴歸分析表62
表5. 1研究結果彙整表66

圖目錄
圖1. 1研究流程圖5
圖2. 1 EKB模型8
圖3. 1研究架構圖118
圖3. 2研究架構圖219

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