| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === "Drinking coffee" is now the way white-collar workers relieve their pressure and keep up their spirits. Moreover it’s a habbit at work and in life. In order to understand the intention of the majority of the coffee consumption of consumer groups, the study motive for the consumer, and the degree of involvement of specialty coffee, specialty coffee consumer research consumer spending will affect the level of motivation or not, and to explore the high degree of involvement consumers would be more willing to consume at the boutique coffee shops than other consumers. Here is the hypothesis:
H1：Specialty coffee consumer motivation has a positive significant effect on the consumer wishes
H2：The degree of product involvement consumer motivation and consumer willingness has interference effect
In this study, a convenient way of sampling, a total of 200 questionnaires, 150 copies recovery, using the SPSS statistical software for empirical data analysis, empirical results:
1、Consumer motivation has significant positive effect on consumer wishes.
2、The degree of product involvement consumer motivation and indeed the relationship between consumption will have significant and positive effect of interference
In addition, according to the descriptive statistics showed that most consumers are willing to consume at the boutique coffee shops, and most of the spending habits of consumers are not fixed, but they are more interested in "mid-High price" product. Finally, the recommendations on the practical application of academic research based on research results and make recommendations and refer business and future study.
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