| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 95 === According to the statistics of International Coffee Organization, the global coffee bean consumption is 7,376,000 tons. Taiwan’s coffee bean consumption increased from 29,451 tons in 2003 to 35,135 tons in 2004. It grows up around 19.29%. The previous studies related with coffee are mainly on those of Canned-Coffee or Coffee Chain Store. But, this research focused on direct purchasing behavior of coffee beans consumption and the relationship between it and the channel selection.
The 660 researching questionnaires are mailed and the valid samples were 252 copies. The valid response rate is 38.2%, which studied the relationship and difference on the characteristics of the consumer/channel, decision of consumer and channel selec-tion. The data were analyzed by Descriptive statistic, One-way Anova Analysis , crosstabs analysis and Correlation analysis. The result and findings are summarized as follows:
1.The findings present a positive relationship between the characteristics of the con-sumer or channel and the consumer’s decision.
2.The sources of information and purchasing place present a positive relationship.
3.As for the consumer of selecting different channel, there is significant difference between their consuming characteristics and channel characteristics.
4.In conclusion, there is no significant difference of consuming characteristics be-tween choosing the solid store or the virtual store. Therefore, the solid store is sug-gested to sell more famous brand coffee beans. On the other hand, the virtual store can sell more inexpensive brand coffee beans.
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