English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51721340      Online Users : 641
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56821


    Title: 下午茶消費者行為之研究
    A Study of Consumer Behavior in Afternoon Tea Consumption
    Authors: 蔡承容
    Cheng-Jung Tsai
    Contributors: 陳建維
    Chen, Chien Wei
    蔡承容
    Cheng-Jung Tsai
    Keywords: 下午茶
    生活型態
    利益區隔
    氛圍
    Afternoon tea
    Lifestyle
    Benefit Segmentation
    Atmosphere
    Date: 2011
    Issue Date: 2013-02-01 16:49:33 (UTC+8)
    Abstract: 下午茶文化從英國19世紀貴夫人之間的流行休閒發展至今,已然成為了一種展現個人品味、風格的生活藝術。隨著時代的變遷,台灣越來越多的消費者開始重視用餐環境的氣氛、服務、店面設計與規劃、色彩、音樂、甚至是照明與空調也成為民眾考量的因素。而在眾多餐廳類型中,最注重氛圍的便是下午茶。本研究主要調查前往有氣氛、有設計感的複合式下午茶店的消費者,加上專業下午茶店與飯店/餐廳的消費者為研究對象,觀察其個人背景、生活型態、利益區隔、氛圍認知和消費行為,並深入探討生活型態、利益區隔、氛圍、人口統計變數對於消費型態的影響,以及生活型態、氛圍、利益區隔三個量表的相關情形。本研究的以問卷方式搜集資料,接著以信度分析、因素分析、卡方分析、單因子變異數分析、迴歸分析、皮爾森相關分析等方法進行資料分析。分析結果顯示,消費者的年齡、平均月收入、外向程度高的消費者與美食享受型的消費者對於下午茶消費行為各層面有差異存在,且生活型態、利益區隔與氛圍之間存有高度相關。本研究最後根據分析結果,提出整體行銷建議供相關業者參考。
    The culture of afternoon tea was originated from England in 19th century. At the time, afternoon tea was a popular leisure activity among upper classes women; nowadays, afternoon tea became a way to show individual’s taste and style. As for Taiwan, eating is more than just filling the stomach as time goes on. More and more Taiwanese consumers starts to put their attention on the dining environments including atmosphere, service, interior design, color, music and even light and air conditioning. Among all the meals, it is consumption of afternoon tea that concerned to atmosphere of the restaurants most. The thesis mainly researches on afternoon tea consumers of bakery cafés, professional afternoon tea providers and hotels/ restaurants. The purpose is to see consumer’s personal background, lifestyle, benefit search, evaluation of atmosphere, and to figure out how those variables affect afternoon tea consumption and how the variables affect each others. The thesis used questionnaires as the research tool to collect data, and then, used reliability, factor analysis, chi-square, ANOVA, regression and Pearson’s correlation coefficient to analyze the data. The results of the data analysis show that age, monthly income, outgoing personality, pursuit of delicacies has impact on afternoon tea consumption behavior, and there’s life correlation among lifestyle, benefit segmentation and atmosphere. At the end of the thesis is the overall marketing suggestion according to analysis results.
    Reference: 一、中文部分:

    方世榮譯,1988,Kotler Philip著,『行銷管理學- 分析、計畫、執行,與控制』,臺北:東華。

    王志弘、余佳玲、方淑惠譯Crang, M. 著,2003,『文化地理學』,高雄:復文。

    中華民國連鎖店協會,1999,「98連鎖店年鑑」,台北:中華民國連鎖店協會。

    白滌清譯,2007,Blaclwell, Roger d., Paul W. Miniard, and James F. Engel著,『消費者行為』,台北:華泰。

    池文海、唐資文、簡麗萍,2004,「應用心理分析於銀行業市場區隔與顧客忠誠度之研究」,『管理評論』,23(3),115-136。

    阮大宏譯,1999,Underhill, Paco著,『花錢有理:新時代消費行為大預測』,台 北:時報文化。

    吳明燁、許絲茜,2011,「男女有別?家庭、同儕與新世代的流行消費態度」,東吳大學社會學系。

    李心齡,2008,「休閒餐飲的消費行為研究-以休閒茶店為例」,國立政治大學廣告研究所碩士論文:台北。

    杜玉蓉譯,2006,Solomon, Michael R.著,『消費者行為精簡版』,台北:台灣培生教育。

    林呈蓉譯,2000,仁田大八著,『享喝英國紅茶』,台北:角色文化股份有限公司。

    林育正、楊海鈺,2003,開家賺錢的咖啡店,台北:邦聯文化。

    林建煌,2007,『消費者行為』,台北:華泰。

    林盈秀,2007,「英式下午茶文化的呈現與體驗消費:以古典玫瑰園為例」,國立花蓮教育大學經濟學系研究所碩士論文:花蓮。

    周碩雄,1997,「中式冷凍調理菜餚於咖啡館之應用探討」,東海大學食品科學研究所碩士論文:台中。

    邱志聖,2011,『行銷研究』,第三版,台北:智勝出版社。

    邱皓政,2011,『量化研究與統計分析:SPSS 中文視窗版資料分析範例解析』,第五版,台北:五南出版社。

    胡瑋珊譯,2007,Michelli, Joseph著, 『星巴克模式:體驗熱情煮沸的經濟哲學』,台北:麥格羅希爾。

    施冠竹,2011,「台灣電音夜店消費行為之研究」,國立政治大學國際經營與貿易研究所碩士論文:台北。

    夏業良、魯煒譯,2003,Pine, B. Joseph and James H. Gilmore著,『體驗經濟時代』,台北:城邦文化。

    陳文麗,2003,「空間印象、生活型態與忠誠度關係之研究:以星巴克為例」,中原大學室內設計研究所碩士論文:桃園。

    陳穎,2010,「星巴克品牌形象與消費者生活型態之自我一致性研究」,國立台北教育大學文化創意產業經營研究所碩士論文:台北。

    郭建中譯,1999,『大市場美學』,台北:新雨。

    曾建發,2007,「跨國天然植物性化妝品體驗行銷策略與本土消費者認 知體驗之比較分析-以台灣肯夢 AVEDA 為例」,國立台灣大學國家發展研究所碩士論文:台北。

    詹益昕,2007,「咖啡連鎖店之市場區隔與定位研究-以中市星巴克及85o C為實證分析」,朝陽科技大學企業管理研究所碩士論文:台中。

    廖哲夫,1995,『CI 面面觀:企業識別觀察與評價』,台北:藝風堂出版社。

    趙偉妏,2009,「咖啡的美學體驗:符號空間與消費者實踐」,國立交通大學傳播研究所碩士論文:新竹。

    劉元安、謝益銘、陳育慧,2006,「探索餐飲業之體驗行銷—星巴克咖啡公司只個案研究」,『人類發展與家庭學報』,9,60-87。

    樓永堅、方世榮譯,2006,Kotler, Philip著,『行銷管理學』,台北:台灣培生教育。

    蕭晴宜,2002,「咖啡連鎖店業者與消費者商店形象認知之比較研究:以台北
    縣市為例」,淡江大學國際貿易學系研究所碩士論文。

    簡貞玉譯,1996,Hawkins, Del I., Roger J. Best, and Kenneth A. Coney著,『消費者行為學』,台北:五南。

    譚大純、陳正男、賴孟寬,1999,「生活型態量表之適合度檢驗、因素重組與趨勢比較:以ICP生活型態量表為例」,『調查研究』,8,79-102。

    [No.1 下午茶大調查 ],波仕特線上市調公司,2012年。

    [Meal is a key, Drink is a plus- Bakery Cafe],東方線上iSURVEY,2010。

    二、英文部分:

    Aaker, D. A. (1996)“Measuring Brand Equity Across Products and Markets,” California Management Review, 38(3), 102-120.

    Arnold, D. R., L. M. Capella and G. D. Smith (1983) Strategic Retail Management, Boston, MA: Addison Wesley.

    Baker, J., M. Levy and D. Grewal (1992) “An Experimental Approach to Making Retail Store Environmental Decisions,” Journal of Retailing, 68(4), 445-461.

    Berkman, H. W., and C. C. Gilson (1986) Consumer Behavior: Concept and Strategies, 3rd Edition, Boston, MA: PWS-Kent.

    Berman, B. and J. R. Evan (1995) Principles of Marketing, 3rd edition, NJ: Prentice Hall.

    Blaclwell, R. D., P. W. Miniard and J. F. Engel (2001) Consumer Behavior, 9th Edition, New York: The Dryden Press.

    Calantone, R. J. and A. G. Sawyer (1978) “The Stability Of Benefit Segments,” Journal of Marketing Research, 15, 395-404.

    Campbell, C. (1997) “Shopping, Pleasure and the Sex War,” in The Shopping Experience, edited by Pasi Falk and Colin Campbell, London: Sage, 166-176.

    Carman, J. M. (1978) “Values and Consumption Pattern: A Closed Loop,” Advanced in Consumer Research, 5, 403-407.

    Dickson, P. R. (1982) “Person-Situation: Segmentation`s Missing Link,” Journal of Marketing, 46, 56-64.

    Durgee, J. R., G. C. Connor and R.W. Veryzer (1996) “Training Values into Product Wants,” Journal of Advertising Research, 36(6), 90-99.

    Edvardsson, B., B. Enquist and R. Johnston (2005) “Co-Creating Customer Value Through Hyperreality in the Pre-Purchase Service Experience,” Journal of Service Research, 8 (2), 149-161.

    Edvardsson B., B. Enquist and R. Johnston (2010) “Design Dimensions of Experience
    Rooms for Service Test Drives,” Managing Service Quality, 20(4), 312-327.

    Greenberg, M., and S. S. McDonald (1989) “Successful Needs / Benefit Segmentation: A User`s Guide,” Journal of Consumer Marketing, 6(3), 29-36.

    Haley, R. I. (1968), “Benefit Segmentation: A Decision-Oriented Research Tool,” Journal of Marketing, 32(3), 30-35.

    Haley, R. I. (1985) Developing Effective Communications Strategy: A Benefit Segmentation Approach, New York: John Wiley & Sons.

    Hawkins, D. I., R. J. Best and K. A. Coney (1995) Consumer Behavior: Implication For Marketing Strategy, 6th edition, Toronto: Irwin.

    Homer, P., and L. R. Kahle (1988) “A Structural Equation Test of the Values Attitude Behavior Hierarchy,” Journal of Personality and Social Psychology, 54 (4), 638-646.

    Hustad, T. P. and E. A. Pessemier (1974) “The Development and Application of Psychographic Life Style and Associated Activity and Attitude Measures,” Lifestyle and Psychographics, Chicago, IL: AMA, 36.

    Kotler, Philip (1973) “Atmospherics as a Marketing Tool,” Journal of Marketing, 49 (4), 48-64.

    Lazer, William (1963) “Life Style Concept and Marketing,” Toward Scientific Marketing, Chicago, IL: AMA, 130-139.

    MacClancy, J. (1992) Consuming Culture: Why You Eat What You Eat, New York: Henry Holt.

    Maslow, A. H. (1943) “A Theory of Human Motivation,” Psychological Review, 50, 370-396.

    Morgan, M. S. (1993) “Benefit Dimensions of Midscale Restaurant Chains,” Cornell Hospitality Quarterly, 34 (2), 40-45.

    Monroe, K. B. and J. P. Guiltinan (1975) “A Path-Analytic Exploration of Retail Patronage Influences,” Journal of Consumer Research, 2(1), 19-28.

    Morten, H. and G. Kjell (2006) “Atmosphere: Conceptual Issues and Implications for Hospitality Management,” Journal Hospitality and Tourism, 6 (4), 271-286.

    Nickels, W. G. (1978) Marketing principles, NJ: Prentice-Hall.

    Park, C. Whan, Bernard J. Jaworski, Deborah J MacInnis, “Strategic Brand Concept-Image Management,” Journal of Marketing, 50 (1986), 135.

    Pareigis, J., B. Edvardsson and B. Enquist (2011) “Exploring the Role of the service Environment in Forming Customer’s Service Experience,” International Journal of Quality and Service Sciences, 3(1), 110-124.

    Pettigrew, Jane and Jenni Davis (2004) Afternoon Tea, London: Trafalgar Square.

    Plummer, J.T. (1974) “The Concept and Application of Life-Style Segmentation,”Journal of Marketing, 38, 33-74.

    Pool, D. (1994) What Jane Austen Ate and Charles Dickens Knew: From Fox Hunting to Whist-The Facts of Daily Life in Nineteenth-Century England, Second edition, New York: Touchstone.

    Reynolds, F. D. and W. R. Darden (1974) “Constructing Life Style and Psychographics,” Life Style and Psychographics, Chicago, IL: AMA, 71-96.

    Solomon, M. R. (2007) Consumer Behavior: Buying, Having, and Being, 7th Edition, New York: Prentice-Hall.

    Summers, J., M. Gardiner, C. W. Lamb, J. F. Hair and C. McDaniel (2009) Essentials of Marketing, 3rd Edition, Victoria, Australia: Thomson Learning.

    Turley, L. W., R. E. Milliman (2000) “Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence,” Journal of Business Research, 49, 193-211.

    Weinstein, A. (1987) Market Segmentation: Using Niche Marketing to Exploit New Markets, Chicago, IL: Probus.

    Wells, W. D. and D. J. Tigert (1971) “Activities, Interests and Opinions,” Journal of Advertising Research, 11 (4), 27-35.

    Wells, W. D. (1975) “Psychographics: A Critical Review,” Journal of Marketing Research, 12, 196-213.

    Wells, W. D. and D. Prensky (1996) Consumer Behavior, NY: John Wiley & Sons.

    Wind, Y., and P. Green (1974) “Some Conceptual Measurement and Analytical Problems in Life Style Research,” Life Style and Psychographics, Chicago, IL:AMA, 100-125.
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    100351006
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100351006
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2505View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback