咖啡體驗經濟對經營供需面的關聯性影響

The Impact of Coffee Experience Economy in Supply and Demand Market

咖啡文化相關商品，從「體驗經濟」盛行之複合式型態經營，產生高成長率的營業額與經營績效，而成為當今餐飲產業必要關注的議題。本研究先以咖啡文化相關商品銷售於都會商區與觀光景點區之體驗經濟等文獻進行研究，經萃取量化指標後，得以建構本研究結構模型。本結構模型以檢驗五官感受的感官體驗、主題價值的情境式情感體驗、創意新品牌嘗試的體驗、整體場域氛圍的體驗、顧客參與討論的思維體驗等，對於咖啡文化相關商品之營業額成長率（供給面）、生產者剩餘（供給面利潤）、消費者剩餘（需求面滿意度）的影響。本研究結論顯示：＜都會商區＞與＜觀光景點區＞兩群組之文獻假設預測理論模型具有跨群組效度，同時場域顧客五官感受的感官體驗、主題價值的情境式情感體驗、與創意新品牌嘗試的體驗中，透過中介變項：顧客參與討論思維體驗，而有共鳴效應產生，對於咖啡文化相關商品的體驗經濟效用，呈現間接關鍵性的影響。此外有效地將咖啡文化轉化，並強化主題價值的情境式情感體驗，以及在不斷激盪創意廣度之新品牌嘗試的創新體驗，讓消費者的喜愛與意見，透過參與熱烈討論而喚起咖啡愛好者的情感，凝聚於整體場域環境、主題印象空間、文化風格／思維之深化氛圍，顯著關鍵地影響咖啡體驗經濟的成效。

Launching complex supply and demand market, the experience economy of coffee cultural commodity generates essential issues of hospitality industry, such as profit growth with effective performance. Through literature review about experience economy of coffee cultural commodity in the city and tour areas, the study was constructed quantitative index of SEM (AMOS) model analysis. This study was constructed the five senses, theme value, creative new brand, wholeness field design, and participate discussion attitude for understanding the impacts of coffee experience economy, such as consumer satisfy (consumer surplus), producer benefit (producer surplus), and performance growth rate. The results indicated that both of city and tour areas of theoretical default models had effective index in the stride of two groups. The finding of the study was concluded that variation of participate discussion attitude was a powerful interference which impacts the performance of experience economy, when the five senses, theme value, creative new brand, and wholeness field design, were employed for the consumer satisfy (consumer surplus), producer benefit (producer surplus), and performance growth rate. Therefore, by way of participating discussion and resonance indirect factors, coffee cultural commodity in combination vision, voice, smell, taste, and with comfortable cozy environment, as well as with the theme value and creative new brand experience, there were effective influences to coffee experience economy. Moreover, field design with cultural impression of environment was also effectively indirect variation, when theme value and creative new brand experience were employed for the coffee experience economy.