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研究生:Chamaiporn Charoentangsombut
研究生(外文):CHAMAIPORN CHAROENTANGSOMBUT
論文名稱:The Impact of digital technology on consumer behavior ahead and after the covid19 outbreak. And how’s the coffee entrepreneur survived
論文名稱(外文):The Impact of digital technology on consumer behavior ahead and after the covid19 outbreak. And how’s the coffee entrepreneur survived
指導教授:吳斯偉吳斯偉引用關係
指導教授(外文):WU, SHIH-WEI
口試委員:駱武昌練凱文吳斯偉
口試委員(外文):LUO, WU-CHANGLIAN, KAI-WENWU, SHIH-WEI
口試日期:2022-05-21
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:管理學院外國學生專班(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:49
中文關鍵詞:Consumer behaviorDigital ecosystemBrand loyaltyCoffee entrepreneurImportant of digital technology
外文關鍵詞:Consumer behaviorDigital ecosystemBrand loyaltyCoffee entrepreneurImportant of digital technology
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Before and after covid, Technologies have empowered consumer's behavior. Before covid 19 technology was a choice. The client had the choice of whether to buy in a traditional channel or a technology platform. But during the covid19 extremity, technology had involved in consumer behavior. We can see it ahead and later have dramatically changed.
As the world began to spread the COVID-19 outbreak to recovery and the reopening of husbandry, during lockdown had an impact on how people lived. People’s relationship with technology will consolidate as larger parts of the population come to calculate more on digital connections for work, education, health care, diurnal deals, social commerce, and consumer behavior. A number describes this as a “New Normal” word. This means consumers must change the new actions to apply normal effects vastly.
Acclimatize to survive. Thus, Technology can be used in numerous areas, whether use AI in part of the production process. Use to develop the client class system on CRM. System development to enhance the purchasing experience of consumers. Adding deals channels simply on the online request. Indeed, however, counting on the delivery platform and adding further payment channels for convenience. All of this is done to increase deals provocation. Therefore, the present study aims to probe the impact of technology on consumer behavior in the coffee assiduity between Thailand and Taiwan ahead and after the covid19 outbreak.
The current exploration first conducts a check of 37 guests as a pre-test sample. The airman test results show that all proposed suppositions have significant goods. This exploration also conducts a formal check including 37 Coffee entrepreneur guests and several countries, there is an aggregate of valid questionnaires. Retrogression is used to test the proposed model.
The results show (1) how businesses affect by covid19 (2) the importance of the digital technology ecosystem (3) digital technology has a positive effect on sales increase; (4) Coffee entrepreneurs of type of business in the coffee supply chain; (5) covid19 outbreak has a positive effect that forcing the consumer to change behavior. Several counteraccusations and suggestions for unborn exploration are offered in the last part of the
exploration.
Before and after covid, Technologies have empowered consumer's behavior. Before covid 19 technology was a choice. The client had the choice of whether to buy in a traditional channel or a technology platform. But during the covid19 extremity, technology had involved in consumer behavior. We can see it ahead and later have dramatically changed.
As the world began to spread the COVID-19 outbreak to recovery and the reopening of husbandry, during lockdown had an impact on how people lived. People’s relationship with technology will consolidate as larger parts of the population come to calculate more on digital connections for work, education, health care, diurnal deals, social commerce, and consumer behavior. A number describes this as a “New Normal” word. This means consumers must change the new actions to apply normal effects vastly.
Acclimatize to survive. Thus, Technology can be used in numerous areas, whether use AI in part of the production process. Use to develop the client class system on CRM. System development to enhance the purchasing experience of consumers. Adding deals channels simply on the online request. Indeed, however, counting on the delivery platform and adding further payment channels for convenience. All of this is done to increase deals provocation. Therefore, the present study aims to probe the impact of technology on consumer behavior in the coffee assiduity between Thailand and Taiwan ahead and after the covid19 outbreak.
The current exploration first conducts a check of 37 guests as a pre-test sample. The airman test results show that all proposed suppositions have significant goods. This exploration also conducts a formal check including 37 Coffee entrepreneur guests and several countries, there is an aggregate of valid questionnaires. Retrogression is used to test the proposed model.
The results show (1) how businesses affect by covid19 (2) the importance of the digital technology ecosystem (3) digital technology has a positive effect on sales increase; (4) Coffee entrepreneurs of type of business in the coffee supply chain; (5) covid19 outbreak has a positive effect that forcing the consumer to change behavior. Several counteraccusations and suggestions for unborn exploration are offered in the last part of the
exploration.
ABSTRCT………………………………………………………………………...………i
Acknowledgements…………………………………………….….……………...………iv
Table of content……………………………………….………………………...………...v
List of tables………………………………………….………………….………...…...…vii
List of figures………………………………………………………………………...…...viii
Chapter1 introduction………………………………………………………………...……1
1.1 Digital technology………………………………...………………………...……1
1.1.1 Background and motivation…………….…………………………...……3
1.1.2 Research objectives……………...……………………………..…...……4
1.1.2 Thesis structure…………….………………………………………..……8
Chapter2 Literature review ………………...…………………………………….………10
2.1 literature review………………………………………………………….………10
2.2 defining consumer behavior……………….…………………………….………10
2.3 consumer behavior on the coffee industry ……………...………………………11
2.4 impact on national coffee sectors……………….……………….………………12
2.5 impact on domestic coffee consumption……...…………………………………13
Chapter3 Methodology……………………………...……………………………………14
3.1 Design questionnaire and sample size target……………………………………14
3.2 Design questionnaire and Sample size target …………………..……….………15
3.2.1Questionaire……………………………………………………...………..16
3.3 Data collection………………………………………………...…………………18
Chapter4 Result and Discussion……………………………………...……………....……23
4.1 Data analysis… …..…………………...………………………………………23
4.2 Empirical result …..…………………...………………………………………23
4.1.1 Survey Likert type scale analysis…………...…………………………31
Chapter5 Conclusion……………………...……………………………………………41
Limitations of the study………………………………………………………………...42
Appendix……………………………………………………………………………….43
References…………………………………………………………………...………….48

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