第四波咖啡浪潮的官方社群媒介、產品屬性與促銷策略對消費者行為之影響

Abstract

疫情對各產業造成巨大的衝擊，咖啡產業也因此受到影響，臺灣咖啡產業蓬勃發展，但疫情改變了消費者的消費模式，消費者透過社群媒介了解產品以及線上購物的比例大增，因此咖啡業者必須儘早熟悉社群影響力，以重整咖啡產業。而在眾多社群媒體中，Instagram及LINE為台灣使用比例最高之媒介，如何透過促銷方式妥善發揮社群媒介的力量，將成為第四波咖啡浪潮推動的關鍵。因此本研究採2（社群媒介：Instagram vs. LINE） x 2（產品屬性：實用屬性服務 vs. 享樂屬性服務）x 2（促銷策略：商業性價格促銷 vs. 善因性非價格促銷）三因子組間實驗設計，探討消費者經由三者變項交互作用下，對消費者行為和態度的影響，以及感知價值在自變項（社群媒介、產品屬性、促銷策略）與依變項（產品態度、購買意願、口碑推薦意願）之間的中介效果。研究結果顯示，（1）Instagram相較於LINE更能引發消費者較佳之購買意願；（2）Instagram搭配享樂屬性服務描述，相較於實用屬性服務描述更能引發消費者較佳之購買意願；（3）享樂屬性服務描搭配善因性非價格促銷，相較於商業性價格促銷更能引發消費者較佳之口碑推薦意願；（4）感知價值未能顯著中介自變項與依變項之間的關係。

The COVID-19 pandemic has had a huge impact on various industries, including the coffee industry. While the coffee industry in Taiwan has been flourishing, the pandemic has changed consumer behavior, with more people using social media to learn about products and purchasing online. Therefore, coffee industry must familiarize themselves with the power of social media to restructure the coffee industry. Among the various social media platforms, Instagram and LINE are the most commonly used in Taiwan. Understanding how to leverage social media through promotional strategies will be the key to driving the fourth wave of coffee.This study adopts a 2 (social media: Instagram vs. LINE) x 2 (product attribute: utilitarian vs. hedonic) x 2 (promotional strategy: commercial price promotion vs. cause-related non-price promotion) three-factor between-subjects experimental design to investigate the interactive effects of these three variables on consumer behavior and attitudes, as well as the mediating effect of perceived value between the independent variables (social media, product attribute, promotional strategy) and the dependent variables (product attitude, purchase intention, word-of-mouth recommendation intention).The results show that (1) Instagram is more effective than LINE in generating consumers' purchase intention; (2) Instagram paired with hedonic product attribute descriptions is more effective in generating consumers' purchase intention than utilitarian product attribute descriptions; (3) Hedonic product attributes paired with cause-related non-price promotions are more effective in generating consumers' word-of-mouth recommendation intention than commercial price promotions; and (4) perceived value did not mediate the relationship between the independent variables and dependent variables significantly.