A Study of Situational Factors on Coffee Consumption Behaviors－A Case Study of chain store in Taipei city

• Main Authors: Chiang, Wei-Hung, 蔣瑋鴻
• Other Authors: Lin, Hwei-shen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5javn8

碩士 === 中國文化大學 === 生活應用科學系 === 103 === The main purpose of this study is to understand the influence of different personal background and coffee shop, situation on the consumer behavior in coffee chain store Taipei area. 　　After investigation findings after carrying on statistical analysis from 400 effective questionnaires discovered that in Taipei the primary coffee chain store demography falls over the age of 18-35 year-old consumers. 　　The research tools were used including: personal background questionnaire, situational factors scale, consumer behavior questionnaire. Survey datas were analyzed by statistical software package spss for Windows 20.0. 　　The methods of analyses were iucluding descriptive statistics, t test, one-way anova,sheffes afterwards comparison, and pearson correlation analysis the results are as follows: 　　1.The ages consumers of 36 to 40 was found significant higher effected by overall situational factors than 20 years old consumers. 2.In general, the persons who are in the job area of service like the most to have coffee at coffee shop. 3. Regarding the occasional purchase of coffee the one with extraversion personality will purchase more than the neurotic who are the lowest. concerning the other meals, prudence group was shown the highest in the mean time the group of neurotic was lowest. 4.The significant correlation of reconmption with overall situational . service and climate factors are indicating consumer higher willingness because of situational factors.