Study of Choosing Behavior Influence on Consumers in the Lifestyle and Situational Factors- Example of Coffee Chain Store in Taipei City

• Main Authors: HESIH YU-LAN, 謝郁蘭
• Other Authors: Hwei-Shen Lin ,Ph.D
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/82403188259519018239

碩士 === 中國文化大學 === 生活應用科學研究所 === 95 === ABSTRACT The main purpose of this research is to discuss consumer behavior in coffee chain store, how their personal background, lifestyle, and the factor of atmosphere in coffee chain store construct the main factors to coffee consume behavior, analyze and understand how these three factors interrelate and influence the behavior of the consumer. Due to restricted resource and time consuming, the target consumers in this study is mainly in Taipei metropolitan area, and only consumers in six major coffee chain stores in Taipei city are probed into the target audience - Kohikan, Dante, Arista, Ikari, Doutor, and Starbucks. The survey utilized convenience sampling by giving questionnaire questions. After investigation, findings after carrying on statistical analysis from 389 effective questionnaires discovered that in Taipei the primary coffee chain store demography falls into age range 18-35 year-old students and white-collars, also the consumer personal background variables contribute certain influence to their consumer behavior. Furthermore, in research finding concludes that the lifestyle of coffee chain store consumer in Taipei consist of three groups, including popular fashion, rational consumption, and perceptual life consumer group. Also depends on the factor how consumer concern about the atmosphere of coffee chain store can be differentiated between the sensibility situation and the materiality situation. In the research also discovered that personal background variable contributes the influence to how consumer concerns the atmosphere of coffee chain store and how consumer identifies their lifestyle. And different lifestyles reflect differently in relationship to different factors of atmosphere. Moreover, this research also studied and analyzed the lifestyle and the factor of atmosphere play a role on influencing the consumer behavior. After finding, it discovered that both all have the significance with most consumer behavior. This had demonstrated the lifestyle and the factor of atmosphere difference will affect the consumer behavior. In conclusion, according to research, it recommends the management of coffee chain store can strategically take different directions in differential marketing, niche marketing, and production mix enrichment. At the same time, it proposes feasible direction and provides referential value for the future studies. Key words: Coffee chain store, lifestyle, Situational factor, choice behavior