| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 105 === Drinking coffee is essential to many people nowadays. In 1985, 孫越’s advertisement for coffee said, “Share coffee with your good friends.” Which indicated that coffee was expensive and not prevalent at that time, therefore, people only had a cup of coffee when friends visit. “I’m always free to get some coffee with you” was said in 桂綸鎂’s advertisement in 2009. Which means that drinking coffee has become a daily routine for many people these days. According to a report by Taiwan Custom in 2015, the profit could reach 70 billion Taiwanese dollars in the coffee industry. Furthermore, more and more people are drinking black coffee instead of latte. It is surprising that 2,850,000,000 cups of coffee were consumed in 2015, which is equivalent to 78 million per day.
Researches about coffee addiction, coffee knowledge, café attributes and café images were often carried out in the past; however, coffee making preferences were seldom analyzed. The focus of this research is on coffee making preferences, which is categorized into filter coffee, syphon coffee, and expresso; and to examine how coffee addiction and coffee knowledge affect these three different coffee making processes.
This research shows that in coffee knowledge, ‘coffee attraction’, ‘coffee quality’ and ‘Risk Importance’ all have significant influences on coffee making. Moreover,
substantial factors impacts only on expresso making process. In other word, consumers who drinks expresso would pay more attention to the substantial factors of cafés.
A further research used ‘age’, ‘occupation’, and ‘income’ as inference variables to analyze how would they impact coffee addiction, coffee knowledge, and coffee making process. It is discovered that ‘income’ impacts considerably on expresso coffee making process. In addition, ‘age’ has a significant influence on filter coffee and syphon coffee making process.
According to the research results, if cafés try to expand their business, managers are recommended to focus on convenience and the café atmosphere. As the café specializes in expresso, substantial factors is needed to be considered; which includes the interior design, space partition, atmosphere and so on.
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