不同消費族群對場所意象差異之研究-以臺北市個性咖啡館為例

Abstract

場所意象的營造是咖啡館經營成功與否的關鍵，個性咖啡館必須塑造獨特的場所意象，才能與連鎖經營咖啡館競爭。本研究旨在探討非連鎖經營的個性咖啡館中不同消費族群的場所意象，以問卷調查法進行研究，調查期間為2009年11月5日至2010年1月10日，有效問卷達414份，有效回收率為86.00%，所得資料利用描述性統計、集群分析、單因子變異數分析、卡方檢定以及區別分析進行資料分析。經分析後研究結論為：1. 以功能及心理兩構面而言，消費者對功能意象項目評價較心理意象高，其中「產品器具」為評價最高之意象。2.「消費金額低」以及「消費停留時間長」是臺北市個性咖啡館消費者消費行為主要特色。3.不同消費族群間的場所意象有顯著差異，而功能意象為區隔消費族群的主要場所意象。本研究結果提供臺北市個性咖啡館經營者參考，藉由對不同場所意象的營造，以吸引目標客群。

Building a place image for coffee shop business was the decisive factor to success. Therefore, creating a unique place image became the priority for non-chain coffee shops to compete against others. This study aimed to understand how place images of non-chain coffee shops influence consumer behaviors. This study collected 414 valid subjects from November 2009 to January 2010 and 86 percent of the questionnaires were returned. Descriptive analysis, cluster analysis, one way ANOVA, Chi-square test, and discriminant analysis were used for data analysis. The results of this study indicated that: 1. Consumers showed better scores on dimensions of functional image than psychological image, and expressed the best scores on product. 2. Less expending money and staying longer time were the main characteristic of consumer behaviors in non-chain coffee shops in Taipei city. 3. The different consumer groups showed significant differences on the place image. The dimension of function image was the main feature to devide consumers into different groups. To conclude, this study provided suggestions for the non-chain coffee shop operator in Taipei city to attract target consumers through constructing different place image.