| Summary: | 碩士 === 佛光大學 === 應用經濟學系 === 106 === Coffee is commonly known as “black gold”. Taiwan's recent coffee shop has a fast-growing number of households. It can be seen that due to the country’s love for coffee, this popular “black gold” coffee allows industry to see the enormous amount of coffee it brings. The business opportunities, and have invested in this coffee business opportunities market wars, and then have a place.
This study uses the analysis of the economic benefits of consumers' willingness to pay for the consumption behavior of coffee shop consumption patterns as a discussion content, providing them with an understanding of consumers' types, consumers' coffee consumption behavior and the economic benefits of coffee shops. There are related and impacts. Through factor analysis and cluster analysis, we can understand the consumer's influence on the coffee shop's consumption experience, brand perception, and life style's impact on coffee products. Through regression analysis, we can understand the consumer's coffee consumption behavior model and its economic benefits.
The research method uses the SPSS statistical model, and compares consumer patterns with factor analysis and cluster analysis models as a discussion factor for consumers willing to pay prices. The factor analysis, the variables formed by the cluster analysis and the socio-economic variables, the use of multiple regression models to estimate the coffee shop consumer behavior and willingness to pay the value of the equation, and then to estimate the factors of the equation, such as add a little snack, consumption Changes in the characteristics, education, residential areas, etc., changes in the quality of the willingness to pay, and the search for consumer improvement.
The results of the study show that different types of consumers and social variables are related to the willingness to pay prices, and then to improve the benefits of the factors. (1) Frequency and time have no significant impact on the willingness to pay prices. effect. (2) DESSERT has a significant negative effect on the willingness to pay. (3) In the aspect of consumers' style, there are significant influences on the willingness to pay price effects in the consumer-oriented groups with distinctive external, sentimental, emotional, and sensory experiences. (4) In social variables, gender,age,marriage, occupation, income have no significant effect. (5) The degree of education and the area of residence all have significant influence on the effect of willingness to pay prices.
The conclusion of this study can be used as a reference for the coffee shop operators to understand the consumer's type, and to provide researchers and practitioners who are interested in this topic.
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