| Summary: | 碩士 === 國立中央大學 === 企業管理學系在職專班 === 103 === In recent years, Taiwan's population of drinking coffee increased rapidly and booming coffee industry. More coffee shops are created. Therefore, in this study a method based on the MEC theory, depth to attract consumers to buy coffees reasons. Also in purchase decision process, to investigate the relationship between consequences and values, what kind of products attributes can provide benefits that consumers wanted.
Since the MEC theory is mostly used to explore different consumer purchase decision-making and values, this study use soft laddering to interview preference Starbucks Latte buyers and preference Cama Latte buyers, and use content analysis to find out different among consumers’ A/C/W relationships. Final, coding A/C/W’s elements, making implication matrix, and drawing a Hierarchical Value Map to found out:
1.Although product positioning is different, pursuing the same values for happiness, enjoy life and self-satisfaction.
2.Preference for Starbucks consumers’ values more emphasis on psychological consequences; preference Cama consumers’ values emphasis on functional consequences.
3.On HVM map, analyzing the main path from A-C-V, and counting the numbers of direct links between elements. Found out the consumers’’ value and behavior behind purchasing. And provide a reasonable explanation and develop marketing strategies to meet customer value.
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