| Summary: | 碩士 === 淡江大學 === 管理科學學系碩士班 === 102 === In recent years, many global companies set off a trend of the experience economy, the basic function of product cannot meet consumers’ demand, so we must consider the feeling that consumers really experience. As the era of experience economic, consumers'' behaviors are not just purely on the basic demand but with upgrading on people’s income and living standard. Furthermore, it goes into a deeper level-psychological satisfaction. The plan of “qualia” strategy of small and medium-size enterprises'' promoted by the Small and Medium Enterprise Administration Ministry of Economic Affairs, in 2009 is focusing on keeping and increasing the competitiveness of these enterprises. The key concept “qualia” represents happiness and gratification, might be one of the critical “soft power” and element to improve or even enhance the enterprise competitive. It shows that the qualia of goods and services is more important to consumer than it''s practicability. The sense of qualia goods for consumers is a key factor in the consumer cannot be replaced.
The purpose of this study is to construct the Qualia Scale with three dimensions (Quality, Brand and Well-being) to measure consumers’ purchase factors. This study is based on interviews with 9 experts and reviews the relevant literature, and used questionnaires investigation, the target is the consumers of the Starbucks coffee shops in Taiwan. Totally 924 questionnaires were collected. The researcher used the software SPSS 20.0 to conduct descriptive statistics, reliability analysis, and used the software AMOS 20.0 to analyze the goodness-of-fit, construct validity and composite reliability. The result showed that the Cronbach''s α value were above 0.7, and the scale has good validity and reliability. Confirmatory factor analysis showed that the scale has a good overall fit. The criterion related validity is also significant. The results showed that “Qualia Scale” is good in validity and reliability.
By investigating of the Stabucks consumer requirement of qualia, the quality is the main parameter. Then psychological feeling and service are the secondary factors. Finally, the brand value could rise with happiness feeling. It indicated that companies should think about how to give product a story or qualia factors to effectively enhance the consumers’ purchase intention.
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