The Effect of Consumer’s Experience into the Arden Vanilla Coffee in Shinshou of Taichung County

• Main Authors: Ci-Jhih Wei, 魏起芝
• Other Authors: Ming-Jung Lee
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/71226185293611095697

碩士 === 亞洲大學 === 經營管理研究所 === 94 === The Effect of Consumer’s Experience into the Arden Vanilla Coffee in Shinshou of Taichung County Student : Ci-Jhih Wei Advisor : Prof. Ming-Jung Lee Institute of Business and Administration Asia University Abstract The purpose of this study is to investigate the effect of consumer’s experience into the garden vanilla coffee in Shinshou of Taichung County. In order to fulfill the purpose, literature review and analysis have been implemented to understand the theories and definition of development, recreation, consumer behavior and the reason of build-up of garden vanilla coffee in Shinshou. Finally, achieving the goal of establishing the theoretical foundation, and a questionnaire survey was utilized to collect the data. Scales of consumption motive, experience result, consumption satisfaction were used as the measurement tools of the questionnaire survey in the study. 296 copies were sent to the consumers and owners of garden vanilla coffee in Shinshou through telephone and visiting. And 274 of them replied. The recovery rate was 92.57%, and the data that were acquired through interviewing were collected from 5 owners. 242 copies were effective after sieving. The effective rate was 81.76%. In this study, the hypothesis was tested through the data distribution, mean, standard deviation, variance analysis, ANOVA analysis, Pearson correlation analysis and regression to form the basis of interpretation for those data to make the concrete conclusions and suggestions. Followings are the conclusions of this study: 1. The main group of consumption of the garden vanilla coffee are women who are young, high educated and from the family of upper-middle income. 2. Most of them derived to the spots with their family and friends, and as a result of public praise from their family, relatives and friends they come to the coffee house. 3. Consumer’s consumption motive and experience result are quite identical. 4. Consumer’s consumption motive is different from diverse consumption background and consumption behavior. 5. Consumer’s experience result is different from various consumption background and consumption behavior. 6. Consumer’s consumption satisfaction is different from consumption background and consumption behavior. 7. The relationship is obvious among consumer’s consumption motive, experience result, consumption satisfaction. 8. The higher the consumer’s consumption satisfaction, the higher the consumer’s higher consumption motive is. And the higher the consumer’s satisfaction, the higher the consumer’s experience result is. 9. The total consumer satisfaction is high and the consumers are pleased to revisit again. Finally, according to the conclusions and findings, this study has provided some suggestions for the government, owner of garden vanilla coffee house and relevant institutes of organizations for a further study in this field. Key words：Consumption motive, Experience result, Consumption satisfaction, Consumption behavior.