氣候對手搖飲料店的影響-以DoTea 作茶人家為例

Abstract

臺灣自1980年代發明手搖飲料珍珠奶茶，發展至今已有30餘年的歷史，消費者對於手搖飲料已變成生活必需品。隨著全球氣候變遷及暖化，使得消費者對手搖飲料更加依賴，而氣候對於手搖飲料店營業額及來客數是否會有相當程度的影響？本研究以2019年1月至2021年12月桃園市龍潭區中央氣象局氣候之氣溫、降雨量及濕度，以及手搖飲料店DoTea作茶人家之營業額及來客數等銷售業績資料，作為本研究樣本資料，探討氣候相關因素對於手搖飲料店的業績與經營績效。 本研究透過統計分析結果發現，季節與降雨的變化會影響手搖飲料店的營業額以及來客數。此外，將氣溫、降雨量及濕度對手搖飲料店之營業額及來客數進行迴歸統計分析，研究結果顯示氣候對飲料銷售有顯著的影響，而平日、假日對手搖飲料店的營業額及來客數亦有顯著差異。本研究期藉由實證分析結果，提供手搖飲料店在經營管理上，可參考氣候影響因素，作為手搖飲料店人手調配及備料準備之參考依據，進而提升整體營業額及來客數。 關鍵詞：手搖飲料、氣候、溫度、降雨量、濕度、營業額、來客數

Taiwan invented the hand-shaken drinks with bubble milk tea in the 1980s, and it has a history of more than 30 years. Hand-shaken drinks have become a necessity for consumers. With global climate change and warming, consumers are more dependent on hand-shaken drinks. Whether the climate will have a considerable impact on the turnover of hand-shaken drinks stores and the number of customers? This study uses the temperature, rainfall and humidity of the Central Weather Bureau of Longtan District, Taoyuan City. And the sales performance data of the hand-shaken drinks DoTea shop, such as the turnover and the number of customers. This research used the sample data from January 2019 to December 2021 to explore climate-related factors on the performance and operating performance of the hand-shaken drinks store. Through statistical analysis, this study found that changes in season and rainfall will affect the turnover and number of customers of hand-shaken drinks store. In addition, a regression statistical analysis was carried out on the turnover and number of customers of the hand-shaken store with temperature, rainfall and humidity. The research results showed that the climate had a significant impact on the sales of beverages, while the turnover and the number of customers of the hand-shaken drinks store on weekdays and holidays were significantly different. Based on the results of empirical analysis, this study provides that the operation and management of hand-shaken drinks stores can refer to the influence of climate factors as a reference for hand-shaken drinks stores staffing and preparation, thereby increasing the overall turnover and the number of customers. Keywords: hand-shaken drinks, climate, temperature, rainfall, humidity, turnover, number of customers