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研究生:彭碧琪
研究生(外文):PANG, PIK KI PEGGY
論文名稱:咖啡廳顧客參與的前因與後果:S-O-R模型之應用
論文名稱(外文):Antecedents and Consequences of Customer Engagement on Coffee Shop: Application of S-O-R Model
指導教授:莊懿妃莊懿妃引用關係
指導教授(外文):CHUANG, YI-FEI
口試委員:謝佳宏陳宥杉
口試委員(外文):HSIEH, CHIA-HUNGCHEN, YU-SHAN
口試日期:2023-05-16
學位類別:碩士
校院名稱:銘傳大學
系所名稱:企業管理學系
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:2023
畢業學年度:111
語文別:中文
論文頁數:68
中文關鍵詞:S-O-R模型顧客參與顧客忠誠度咖啡廳
外文關鍵詞:SOR ModelCustomer EngagementCustomer LoyaltyCoffee Shop
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:0
現今全世界的人都對咖啡需求上升,尤其台灣台北獲選為世界最佳咖啡之都之一,咖啡廳經營者更致力於塑造具有個人風格的裝潢與氣氛的咖啡廳,以帶給顧客不同的消費體驗。而具有特獨風格的咖啡廳,使得經營者與顧客間的關係起到密切的作用,進而建立起顧客的參與。這種長期而雙向的互動和溝通,促進了顧客與品牌之間的積極性互動,也為經營者確保和增加顧客的忠誠度。
本研究藉由S-O-R模型來探討在外在環境刺激下,藉由顧客的正向情感進而作出顧客參與的行為反應,分別是顧客對顧客的互動(consumer-to-consumer interaction, CCI)以及顧客對品牌的互動(consumer-to-brand interaction, CBI)。在顧客給予這些參與行為反應後,進而提升他們對品牌的忠誠度。另外本研究也基於自我一致性理論以自我一致性作為調節變項,強化環境氛圍對正向情感的影響。本研究希望可以在營運咖啡廳架構中為實務上補充過去研究缺乏的細節,亦為未來實務研究帶來更多題材,為咖啡市場的發展帶來突破。
本研究以發放網路問卷的形式調查台灣地區的咖啡廳消費者對環境氛圍的體驗,並進行基本人口統計資料分析、敘述性統計分析、信效度分析以及調節效果的檢定。本研究結果發現愉悅的環境氛圍驅動顧客的正向情感,然而環境氛圍和自我一致性的交互作用對正向情感的影響並無差異。而正向情感驅動顧客參與,特別是顧客對顧客的互動更能被影響。同時,顧客的參與度提升顧客對咖啡廳的忠誠度,尤其是顧客對品牌的互動最能造成顧客的忠誠度。本研究建議咖啡廳經營者應透過社交媒體平台著重加強顧客對顧客的互動和顧客對品牌的互動。另外,建議咖啡廳經者可藉由強化環境氛圍來引發正向情感進而促發顧客參與,以提高顧客忠誠度。
Nowadays, people all over the world have a rising demand for coffee, especially Taiwan Taipei has been selected as one of the best coffee capitals in the world. Coffee shop operators are more committed to develop coffee shops with individual style decoration and atmosphere to bring customers different types of dining experience. The coffee shop with an unique style creates a close relationship between the operator and customers, which lead to the engagement of customers. This long-term and two-way interaction and communication promotes the positive interaction between customers and brands, and ensures and fosters customer loyalty for operators.
SOR model was employed for this study to explore the behavioral response of customer engagement through positive emotions of customers under environmental stimuli, as manifested by consumer-to-consumer interaction (CCI) and consumer-to-brand interaction (CBI). After customer response, then enhance customer loyalty to the brand. In addition, this study uses the theory of self-congruity as moderator to strengthen the influence of environmental atmosphere on positive emotions, in order to explore whether self-congruity will affect the relationship between the two. Based on the fact that little empirical evidence has been presented on the details of response level of customer engagement in previous studies, this study attempt to replenish the lack of details in the past studies in practice in the structure of operating coffee shops, and bring up more themes for future practical research, bringing a breakthrough to the development of the coffee market.
This study investigates the coffee shop consumers in Taiwan by using online survey, and conduct basic demographic data analysis, descriptive statistical analysis, reliability and validity analysis, and verification of moderation effect. The results show that pleasant environmental atmosphere drives customers' positive emotions, however the interaction between environmental atmosphere and self-congruity has no difference in the impact on positive emotions. Positive emotions drive customer engagement, especially customer-to-customer interaction. Meanwhile, customer engagement enhances customer loyalty to the coffee shop, especially consumer-to-brand interaction lead to customer loyalty more. This study suggests that coffee shop operators should focus on enhancing customer-to-customer interaction and customer-to-brand interaction through social media platforms. In addition, coffee shop operators can arouse positive emotions by strengthening the environmental atmosphere, thereby promoting customer engagement in order to improve customer loyalty.
目錄 I
圖目錄 IV
表目錄 V
第一章、緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 3
1.3 研究流程 4
第二章、文獻探討 6
2.1 S-O-R模型 6
2.2 顧客參與(Customer Engagement) 7
2.2.1 顧客對顧客之互動(Consumer-to-Consumer Interaction, CCI) 9
2.2.2 顧客對品牌之互動(Consumer-to-Brand Interaction, CBI) 10
2.3 自我一致性(Self-Congruity) 11
2.4 顧客忠誠度(Customer Loyalty) 12
第三章、研究方法 14
3.1 研究架構與假說發展 14
3.1.1 環境氛圍對正向情感之影響 15
3.1.2 正向情感對顧客參與之影響 15
3.1.3 顧客參與對顧客忠誠度之影響 16
3.1.4 自我一致性對環境氛圍和正向情感的調節作用之影響 17
3.1.5 咖啡廳類型的調節作用之影響 17
3.2 研究變數之操作型定義 18
3.2.1 環境氛圍之操作型定義與測量工具 18
3.2.2 自我一致性之操作型定義與測量工具 19
3.2.3 正向情感之操作型定義與測量工具 19
3.2.4 顧客參與之操作型定義與測量工具 20
3.2.5 顧客忠誠度之操作型定義與測量工具 22
3.3 研究範圍與對象 23
3.4 問卷設計 23
3.5 資料分析方法 24
3.5.1 敘述性統計分析 24
3.5.2 信度分析 24
3.5.3 效度分析 24
3.5.4 結構方程模式(SEM) 25
第四章、資料分析 26
4.1 樣本概況與敘述性統計分析 26
4.1.1 樣本概況 26
4.1.2 基本人口統計資料分析 26
4.1.3 敘述性統計分析 28
4.2 信度與效度分析 32
4.2.1 信度分析 32
4.2.2 效度分析 33
4.3 假說檢定 35
4.4 自我一致性之調節效果檢定 36
4.5 咖啡廳類型之分群比較 37
第五章、結論與建議 41
5.1 結論與討論 41
5.2 實務意涵 44
5.3 研究限制與建議 45
參考文獻 47
附錄 57
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