連鎖咖啡店品牌情感、品牌承諾與購買意願之研究

"The Study on Relationship among Coffee Shops Chain Brand Affect, Brand Commitment and Purchase Intention"

咖啡作為現代人的生活飲料已是長遠的習慣，使得販售咖啡的通路非常多元，尤其是連鎖咖啡店的品牌豐富化，雖然給予消費者眾多的選擇，卻也成為市場中競爭不下的區塊，能夠真正取得絕對優勢的商家並無固定。在同質性極高連鎖的咖啡商品市場中，品牌管理的措施向來重要，因為咖啡商品的本質已經日益趨同，顯見連鎖咖啡需要消費者更積極主動的品牌意識才能在市場中站穩一席之地，所以消費者對於連鎖咖啡的喜愛與承諾，方可成為購買意願的前提要項。本研究以問卷調查法蒐集連鎖咖啡店的消費者資料，並以敘述統計、信度分析、相關分析與迴歸分析對於研究假設進行檢驗，研究發現品牌情感與品牌承諾能正向影響購買意願，並依據研究結果提出結論，給予連鎖咖啡業者實務建議，以利品牌管理的推行。

"Coffee has been a long-standing habit in modern life, making the channels for selling coffee very diverse, especially the diversity of brands in coffee chains, which gives consumers many choices but also becomes a competitive segment in the market, where the business that can really gain an absolute advantage is not always the same. In the highly homogeneous chain coffee market, consumers' preference and commitment to coffee chains is a prerequisite for their purchase intention. In this study, data were collected from consumers of coffee chains using questionnaires, and the research hypotheses were examined using narrative statistics, reliability analysis, correlation analysis, and regression analysis to find that brand sentiment and brand commitment positively affect purchase intention."