| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士班 === 107 === The purpose of this paper is to examine coffee consumption behavior in Taiwan’s market. To investigate the Taiwanese coffee market, the research will be focusing in country image, coffee shop brand image and coffee knowledge to understand the consumer purchase intention. The study focusses specifically in finding an answer if country image plays an important role in the consumer purchase behavior towards coffee or it’s just a factor that is not taken into consideration by the consumer.
To understand the coffee consumer purchase intention towards coffee, a structural design was used through LISREL. The software measured the impact of country image on coffee consumers and as well how coffee shop brand image and coffee knowledge have a hold on consumers.
The findings in the study presented an interrelationship between coffee shop brand image, coffee bean country image, and coffee knowledge towards purchase intention. This paper answers the main purpose of the study, “Does country image matter?”; with the results obtained country image doesn’t have any influence on the consumer that leads them towards purchase intention. The other factors used in the paper, coffee shop brand image, coffee bean country image and coffee knowledge hold certain influence towards purchase intention.
The study presents a different spectrum and research towards coffee in an Asian country. There are not many studies where coffee consumption is study using two countries that portrait different aspects towards the consumer. The insight of the results can provide coffee business a more strategic way to penetrate the market.
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