連鎖與非連鎖咖啡店品牌之消費者行為差異研究

Research on Differences of Consumer Behavior between Chain and Non-chain Coffee Shops

咖啡市場蓬勃發展，對於咖啡店消費者的消費行為進行深度研究，有助於對咖啡市場的了解。本研究嘗試結合並比較連鎖與非連鎖咖啡店消費者的消費行為差異。採隨機問卷施測，有效樣本數253份。結果發現連鎖與非連鎖咖啡店的消費者結構有明顯不同，前者偏向於女性、學生、大學、收入較低、消費次數較少、消費金額較少；後者偏向於男性、工商業、大學、收入所得較高、消費次數較多、消費金額較多。非連鎖咖啡店的消費者忠誠度比較高。商店氣氛是影響消費者消費金額忠誠度的重要正向因子，餐點特色則是影響消費者消費次數忠誠度的重要負向因子，行銷策略不會影響到消費者的忠誠度。研究結果可做為咖啡店業者經營策略參考。

The coffee market is booming, and changes in the consumption behavior of coffee consumers will help to understand the coffee market. This research is the first attempt to combine and compare consumers of chain and non-chain coffee shops, conduct consumer loyalty analysis, and conduct questionnaires, with 253 valid samples. Different, the former is biased towards women, students, colleges, lower income, fewer consumption times, and less consumption amount; the latter is biased towards men, industry and commerce, university, higher income, more consumption times, and more consumption amount; non- the consumer loyalty of chain coffee shops is relatively high. Store atmosphere is an important positive factor affecting the loyalty of consumers' consumption amount, and meal characteristics are an important negative factor affecting the loyalty of consumers' consumption times. Marketing strategies will not affect consumers' loyalty. The research results can be used as a reference for coffee shop operators' business strategies.