自家烘培咖啡之消費行為探討

Consumer Behavior in Home-Roasted Coffee

咖啡的商機已然成為餐飲業、連鎖超商、甚至科技業等爭相投入競爭的領域之一，主要是因為喝咖啡的人越來越多，除了咖啡飲品，也愈來愈多人開始嘗試購買不同店家烘焙的咖啡產品回家自行沖煮，這也使得自家烘焙咖啡的興起。自家烘焙咖啡有著獨一無二的強烈個人風格，且訴求高品質及新鮮烘焙等條件，自家烘焙咖如何影響消費者的購物選擇是值得深入探討的。本研究以計畫行為理論為架構，並以態度、主觀規範、知覺行為控制、購買行為及再購意願為變數，並以店家專業度作為中介因子，來分析消費者在購買自家烘焙咖啡的消費行為。本研究以問卷調查的方式進行資料收集，研究的對象主要是新竹縣、市地區年滿20歲以上的人。問卷共回收316份，回收後的問卷以描述性分析及迴歸分析驗證研究假設。本研究發現自家烘焙咖啡產品中以咖啡豆最受消費者喜愛，消費者對咖啡產品認知愈高，購買意願愈高，且也發現店家專業度在購買行為及購買意圖中具有部分中介效果，本研究根據研究發現提出一些建議給經營自家烘焙咖啡的業者能更進一部了解消費行為及提供行銷方面的建議。

Coffee business has become one of the fields that the catering industry, supermarket chains, and even the technology industry are vying to compete, mainly because more and more people drink coffee. In addition to coffee drinks, more and more people are trying to buy home-roasted coffee products, as home-roasted coffee has a unique and strong personal style, and demands high quality and fresh roasting conditions. How home-roasted coffee affects consumers' shopping choices is worthy of in-depth discussion. This study is based on the theory of planned behavior, with attitude, subjective norm, perceived behavior control and personality traits as variables, and store professionalism as a mediator factor to analyze consumers' purchase behavior. This research employed questionnaire survey. A total of 316 questionnaires were recovered. This study found that coffee beans are the most popular among consumers in home-roasted coffee products. The higher the consumer's awareness of coffee products, the higher the purchase intention. Professionalism has a mediating effect. Based on the research results, this study also provides relevant suggestions for coffee industry reference in product development and management.