社群網路的涉入程度對非連鎖咖啡廳消費者行為之影響

Abstract

網際網路大幅普及後，國人對網路的依賴程度高，也漸漸改變了人類的消費習慣，許多資訊的交流皆透過社群網路來溝通，並成為溝通交換資訊的主要來源。消費者透過這些交流平台來獲得資訊，並引發消費動機進行消費的過程，都是相互影響的。 隨著咖啡文化的盛行，喝咖啡對國人來說成為一種習慣。近年來，台灣咖啡在世界頗受好評，因台灣種植出的咖啡豆品質極佳，逐漸喚起台灣人對咖啡產業的另類期望，台灣雖然有星巴克等許多大型國際連鎖咖啡廳，對於非連鎖的個性咖啡店如何在台灣市場中獲得消費者的喜愛，並不斷擴大咖啡產業的版圖。 本篇研究要瞭解前往具獨特設計品味、重視商店風格，並提供餐點之咖啡店，經營型態不以加盟連鎖店的非連鎖咖啡廳的消費者，是否受到社群網路之訊息，影響本身的消費行為，並進一步了解消費者因社群網路訊息而前往非連鎖咖啡廳的實際用餐情況，並以台北市為研究對象，總計回收742份有效問卷進行統計分析。 研究結果發現:社群網路的涉入程度，對消費者行為具有顯著正面影響；不同人口統計變數的消費者，對咖啡廳之商店屬性、以及消費經驗上有顯著差異，因此本研究建議非連鎖咖啡廳業者，可以針對不同族群訂定不同的市場區隔與行銷策略，透過社群網路的平台做宣傳及推廣，有效地吸引更多消費者的消費動機。另外，本研究認為台灣咖啡產業持續擴大中，建議政府投注更多資源在咖啡豆種植上，以提升我國咖啡豆品質，增加咖啡豆產量，除了領先亞洲市場，更放眼全世界。

Following the rapid development of the internet, people has become more dependent on it. People use social network to communicate, and become the main source of information. The internet community website has played an increasingly important role in comsumer’s behavior. With the change in people’s eating habit, more and more people have revalued the quality eating habits, people have paid more attention at the alleys of the non-chain café shop spending there leisure time. In recents years, coffee imports in Taiwan is more than twice in the past. This research take that consumer at the non-chain café shop in Taipei for investigation, discussing the influence of consumer behavior towards Network community involvement. This research received 742 efficient questionnaires to understand whether network community involvement have any correlation with consumer’s behavior. The main empirical conclusions comprised of: network community involvement will affect consumer behavior. There is also significant different between demographic variables and consumer motivation. In conclusion, the study provides some suggestion and recommendations for the coffee industry and supervisor of non-chain café shop in managing the market strategies. And also for future potential study research direction.