臺北市非連鎖咖啡館 顧客商店印象與購買行為之研究

Abstract

本研究目的在瞭解臺北市非連鎖咖啡館之顧客及其購買行為現況，並且分析顧客的商店印象對購買行為的預測能力。於2012 年3 月期間針對臺北市非連鎖咖啡館20 歲以上的顧客，採立意抽樣法回收非連鎖咖啡館商店印象與購買行為調查之有效問卷共412 份，利用PASW for Windows 18.0 中文版統計套裝軟體，以描述性統計、卡方檢定、獨立樣本t 檢定、變異數分析、事後比較方法、皮爾森積差相關分析、一般多元迴歸分析等方法進行資料的處理分析，結果如下： 一、臺北市非連鎖咖啡館的顧客主要是20-39 歲、具大專校院以上學歷的學生和上班族。親友聚會、享受空間氣氛、品嚐咖啡飲品、閱讀書報是多數顧客的消費動機、購買的產品以飲料為主、且多會在店內久坐。 二、非連鎖咖啡館的顧客特性與商店的類型有關聯性；顧客的人口背景屬性與購買行為之關聯性反映其會選擇與自己社經地位相符的商店；消費動機不同者傾向選擇不同型態的咖啡館，並且表現在購買行為上。 三、顧客對非連鎖咖啡館的商店印象普遍接近良好。人口背景屬性與行為特性不同之顧客在商店印象上有顯著差異。 四、行為特性不同之顧客在購買意願上有顯著差異。臺北市的非連鎖咖啡館顧客的購買意願與實際的消費頻率一致，是預測其行為的重要指標。 五、商店印象與購買意願呈正相關，且「設計效果」、「產品服務」、「環境氣氛」對購買意願有顯著解釋力，證實空間的設計塑造對非連鎖咖啡館相當重要。 研究者建議臺北市非連鎖咖啡館應營造與目標客群社經地位相符的商店形象，滿足顧客對空間屬性之需求，並維持飲料餐點的專業品質。塑造餐飲業之外的主題性以增長顧客的停留時間，促使其在實際購買過程增進正面印象、進而養成重複購買的顧客。The purpose of this study was to know the demographics and purchasing behaviors of non-chain cafés’ customers in Taipei；moreover, to learn if customers’ store image is the significant indicator for purchasing intention. “Store image and purchasing behaviors questionnaire” was used as research tool, and non-chain cafés’ customers who were above 20 years old are the research objectives. Research period is during February to March, 2012, and totally collected 412 valid data by using purposive sampling.Descriptive statistics, Chi-Square test, variance analysis, post hoc comparison, independent t-test, Pearson correlation analysis, and multiple linear regression analysis were used to analyze the data, and the results were as following: 1. Customers of non-chain cafés in Taipei were mainly students or office workers ,ages were between 20-29 years old and education level were above college. Most of them were to meet friends, enjoy the atmosphere or drinks, or read. Besides, they were used to ordering a cup of coffee or drink, and staying in the café for a while. 2. Differences between customers were associated with the type of stores； people tend to choose the store with image that meets their social and economic status. Customers’ behaviors reflected their differences in demographics and motivation. 3. Customers’ attitude toward non-chain cafés’ store image is generally great. There were differences among customers’ demographics and behaviors on store image. 4. Store image was positively correlated with purchasing intention. Besides, “design effect”, “products and services”, and”surroundings and the atmosphere” aspects of image were significant predictors for purchasing intention. In conclusion, this study gives suggestions as following: Owners of non-chain cafés in Taipei should make sure the image of store is coherent with the image of social and economic status of the target market, and the space could meet customers’ needs. Maintaining professional quality of the food supply is necessary. Not only defining themselves as dining stores, the owners can choose a specific theme as the attraction to prolong customers’ consuming time in order to improve customers’ store image and repurchasing intention.