政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104847

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政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 > Item 140.119/104847

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題名:	全球品牌無廣告？星巴克在台北：高消費滿意度之見解
其他題名:	Global Brands without Ads?-Starbucks in Taipei: Insights in High Level Customer Satisfaction
作者:	林恩盈;Marilyn, Roberts
關鍵詞:	生活風格;全球品牌;消費文化;消費滿意 Consumer culture;Customer satisfaction;Global branding;Lifestyle
日期:	2007-07
上傳時間:	2016-12-14 12:03:56 (UTC+8)
摘要:	星巴克高品質咖啡吸引台北消費者並融入他們的生活風格，本研究以問卷調查法試圖探討消費滿意，生活風格與消費文化間的關係。研究結果發現：在星巴克洽談生意是高消費滿意者獨特的生活風格，且在星巴克的消費令他們感到與眾不同；相對於高消費滿意者，與朋友談天和感到文化氣質則為一般消費滿意作了註解。 Starbucks` high-quality coffee from different regions has attracted Taipei`s customers` and commingled with their lifestyles. The current study examines a survey of 400 Starbucks` consumers` level of satisfaction and the relationship of the brand to lifestyle. The findings suggest that conducting business at Starbucks is a unique lifestyle for highly satisfied customers and makes them feel distinctive. In contrast, two important prediction variables for general customer satisfaction are chatting with friends and feelings of sophistication.
關聯:	廣告學研究, 28, 87-112
資料類型:	article
顯示於類別:	[廣告學研究] 期刊論文

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檔案	描述	大小	格式	瀏覽次數
28-4(p.87-112).pdf		231Kb	Adobe PDF2	360	檢視/開啟

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